German media group Bertelsmann has opened its first retail outlet for the public, marking a departure from the 300 members-only stores it has traditionally run alongside its mail-order book clubs. Design is by Fitch.
The company plans to use the outlet, named Boulevard, to give its brand greater exposure and attract new customers.
The 300m2 store, in Gelsen- kirchen near Dsseldorf, was developed with a local bookseller, Guido Gebheard. Fitch created an identity, interiors, graphics and visual merchandising for the store, which will sell10 000 book, CD and video titles.
The interior features tables with reading lamps, and CD listening posts. There is also a children’s area and a private coffee bar for club members.