Papierflieger

Lloyd Shoes presents itself in a new design

In the biggest inner-city mall in Germany, the „Mall of Berlin“, LLOYD Shoes presents itself in a new design since September 2014.

The expectations on the store concept were high as it was not only to fit in the new shopping strip of Berlin as a special highlight for shoe fashion and lifestyle. Moreover, the new concept store, of which there are only 8 in Germany, Austria and Saudi Arabia, was supposed to be a trendsetter for the redesign of additional selected locations all over the world. The concept, planning and implementation have been done by the Gruschwitz GmbH in Munich. The international agency for retail design, located in Munich, focuses on the topic of “shoe CULTure” and fulfills the wish for an optimized quality of stay with playfully integrated opportunities to linger.

Furniture, lighting, visual worlds and decoration elements create a home-like atmosphere. This is supported by lifestyle components, such as newspapers or multimedia which charge the room with emotions.

Vintage furniture and modern elements

The point-of-sale atmosphere is additionally influenced by the high-end quality of the product selection combined with traditional craftsmanship and premium materials. In retail design this is being achieved by using vintage furniture in combination with modern elements. Especially the pendant lights made from shoe lasts are catching the eye. All the singular modules used are characterized by simple and flexible usability. An electrified rail system allows not only for a defined lighting on the products but also for a simple redesign of the shelfs. Spotlight rails make for a high degree of flexibility regarding the basic lighting.

The choice of materials in the store center as well as the wallpapers give the room structure and divide the areas for women and men. While the women’s area is dominated by surfaces in wild pear optic and copper as well as wallpapers in various shades of pink and red, the men’s area focuses on dark brown and smoked oak as well as wallpapers in shades of green and grey. A combining element is the cognac-colored leather which is used e.g. for the seating area. For the flooring, vinyl in warm wood optic has been chosen, the fitting rooms are equipped with carpets to create a comfortable environment.

»Lloyd Shoes« in a nutshell

  • Store size: 80 m²
  • Sales area: 53 m²
  • Duration of construction: four weeks
  • Date of opening: September 25, 2014
  • Product selection: Women and men shoes, accessories
  • Planning and implementation: Gruschwitz GmbH, München
  • Flooring: Gerflor Mipolam GmbH, Troisdorf

Magazine/Title: POS Ladenbau
Issued: February 2015
Text: Editorial team


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About Gruschwitz

Gruschwitz ist ein führendes internationales Design- und Marketingbüro mit 360° Leistungsspektrum. Ob für Beauty, Fashion, Food, Lifestyle, Services, Shoes oder Sports – unser Team inszeniert marken- und zielgruppengerechte Erlebniswelten mit individuellem Charakter und unverwechselbarem Profil. Zu unseren Kunden gehören unter anderem Weber Grill, SuperDry, Jaguar/Land Rover und Red Bull, sowie sämtliche Marken der Inditex-Gruppe (wie z.B. Zara und Massimo Dutti).