Showroom reinterpreted for Comma
For the new shop concept of the fashion brand comma, we first created a detailed target group analysis using a Limbic Map.
All human values, wishes and characteristics were depicted in a graphic and the classic comma customer was positioned within it. The result was Anke - our model customer. We created her world to optimise the shop for her. How old is she? What does she look like? What car does she drive and what does she do in her free time? With this knowledge, we designed a friendly, feminine shop tailored to her with a cocoa bean as a landmark.
The popular bean is not only used in the wall design, furnishings and visual merchandising, but is also offered as a hot drink at the newly integrated bar. Another special feature of the design is the change of colour and material in the ceiling, floor and wall design. This visual cut through the room creates a clear demarcation between the two brand worlds of comma and CI.
The fashion brand's memorable logo, the comma, has been subtly incorporated into the design. It can be found in lettering on the wall and as a handle on the cupboards.
More about this project
Customer
comma, GmbH & Co. KG
www.comma-store.de
Location
Constance, Germany
Area
150 m²
Completion
February 2019
Design & planning
Gruschwitz GmbH; Tizianstr. 53, 80638 Munich
www.gruschwitz.de
Photos
comma, GmbH & Co. KG, Rottendorf
comma-fashion.com