The first store to take on the new design is a Dusseldorf-based flagship spanning four floors over 20,000m2. This will be followed by a roll-out across 86 other stores.
The kaleidoscope theme is a spatial expression of Karstadt’s ‘full of life’ ethos, according to 20.20, and has been drawn across the company’s ‘nine box grid’ merchandising lines.
Alongside this a ‘magazine style editorial’ theme has been integrated. This starts with the store’s windows where trends are presented and is later referenced in-store.
Features include ‘pop-up cubes and walk-in pavilions’ where own-brands and global brands feature alongside each other.
Every floor is differentiated by its own palette of colours and a set of merchandising props.
Fitting rooms have been designed with a range of finishes to appeal to ‘modern, trendy and classic’ tastes, says 20.20.
The home department’s ‘White Tale’ pavilion features ‘warm timber fixtures,’ a gallery for inspiration, and graphic expressions with a tone of voice expressing ‘a lifestyle-led destination,’ according to the consultancy.