The wide range of pink products is presented in a well-stocked library. Sorted by color code, the focus lies on the various water carafes for the enrichment of water with various minerals. Image: Umdasch Shopfitting
Retail

Opening of the BWT Flagship Store in Moscow

BWT, Europe’s leading company for water technology, with headquarters in Austria, entrusted Umdasch Shopfitting with the design of its first bricks-and-mortar brand world.

From the design concept, to planning, to production, and from integrating digital tools to building contracting operations and installation — Umdasch Shopfitting demonstrated its full range of services. The result is a store in which water, the elixir of all our lives, plays the leading role.

Even before visitors enter the store, water takes pride of place in the shop concept. A transparent LED curtain extends over the entire façade and draws attention with multimedia presentations to the core competence of BWT.

These include innovative water treatment systems for filtration, enrichment with magnesium (for example), and the softening and disinfection of water. This unique presentation is an effective eye-catcher to succeed in the contest for awareness in a central location.

The element water continues as a feature inside the store in the form of Plexiglass walls with a design based on water drops. The 60-sq-m sales area harmoniously unites BWT’s two worlds. The pink product line is presented on the left. This includes various table water filters for filtering drinking water as well as enriching it with minerals, thereby presenting a wide range of filter products based on the successful “Magnesium Mineralizer” for the first time.

The blue product world focuses on domestic engineering and innovative technologies for water softening—so that taps, dishwashers, washing machines, etc. can remain free of lime scale for longer. Image: Umdasch Shopfitting

Next to the varied product presentation, customers can sample various filtered and specially enriched types of water at the test bar. Tablets also provide information about the different additives. A glassed-in base cupboard provides a glimpse of the water treatment technology.

On the other side, BWT provides information about its blue product line, which is primarily concerned with water softening. This is also reflected in the interior, because the water softening installations are presented on platforms and in front of furnishings in a plain, fair-faced concrete look. Here, too, plumbing equipment is available for consultations and the presentation of the softened water.

Everything follows the dynamic flow in the discussion zone in the rear of the store. Image: Umdasch Shopfitting

The floor is made of porcelain stoneware with a wood-look finish and provides a link between the two worlds, ensuring at the same time a down-to-earth mood appropriate for the element water. An exciting, accented lighting installation enlivens the diverse products.

At the back of this area, the store opens onto a discussion zone decorated in white. An impression of a waterfall focuses attention within the store once more on the precious element water. Consultations and product presentations take place via an info-screen against this background.

Completion within seven weeks

After concluding the design process and the planning phase with the customer, the store makers at Umdasch brought the BWT pilot store in Moscow to life in just seven weeks. This was an exceptionally short period for production, delivery, and installation in faraway Russia.

True to the motto “We take care of everything,” Umdasch Shopfitting’s general contracting project managers implemented the entire construction project.

The digital retail experts at Umdasch integrated various digital signage solutions in the form of screens and tablets into the sales space so that BWT could present its advertising messages and product information visually in a contemporary style. The content itself was created by BWT’s own advertising agency. Work is currently progressing on a concept for a shop-in-shop system to enable the international rollout to progress.

Follow ACROSS

Download

fb-art 150

Share this article
Sign up for our ACROSS Newsletter. Subscribe to ACROSS Magazine.

Retail MORE

Decentralization and the future of retail in German city centers

As if retailers in German city centers have not had enough to contend with in recent years–primarily driven by growing competition from online retailers–now they are also confronted with even bigger economic problems due to the Corona pandemic and the associated restrictions and closures. A continuous analysis of visitor development by GfK shows what has actually happened since the start of the pandemic, who the losers and even bigger losers of the pandemic are, and what the future holds.

Going Forward! Europe’s food retail sector in the corona-year 2020: the storm of the century

Europe's food retailers are being put to the test by the eco- nomic consequences of the natural disaster Covid-19. This is a very special kind of weather situation. While non-food retailers and the food service industry are in sheer despair in the face of the calm caused by government-imposed lockdowns, the "system-relevant" food retail sector has been confronted with a veritable storm tide since the sec- ond quarter of 2020.

Food retailers in their own words

Industry leaders told us about the sales impact Corona had on their business in 2020. They also explain what fundamental changes in location, sales, and marketing strategy they are planning for 2021/2022 in response to the widespread economic impact of the pandemic.

Allowing young talents to completely rethink retail

Union Investment and Sierra Germany launched their latest edition of First Store by Alexa–a campaign by Berlin’s well-known shopping center Alexa. Ralf Schaffuss, Head of Retail Asset Management of owner Union Investment Real Estate, and Jens Horeis, General Manager of Center Management company Sierra Germany, talk about their latest innovation of the competition.

A closer look at Belgian retail parks

Retail parks have been the best performing and most resilient retail format in Belgium prior to and throughout the Covid-19 pandemic, resulting in a slight compression in yields by 25bps since the beginning of the year according to new research by CBRE commissioned by Mitiska REIM.

25 new brands came to the Czech market in 2020

Despite the coronavirus crisis, this is one brand more than 2019, according to a market survey by Cushman & Wakefield.