20.20 creates ‘kaleidoscope’ retail concept for Karstadt

20.20 has created an interior concept for German department store Karstadt based around a ‘kaleidoscope’ design.

The new Karstadt concept by 20.20
The new Karstadt concept by 20.20

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.

The new Karstadt concept by 20.20
The new Karstadt concept by 20.20

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.

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