For the redesign of the “Häuser der Mode”, JBA developed a new design concept that gives Germany’s third largest fashion order center a completely new image. For this purpose, the CI including the logo and wayfinding system was redeveloped together with the design office Unit Design to create a consistent overall design concept.
Project Name: Häuser der Mode
Studio Name: JustBurgeff Architekten GmbH
The main challenge of the project was to work with and incorporate the design elements of the existing building from the 1980s and to creatively rethink them.
The floor in the public areas as well as the outer façade of shiny red granite became the “Leitmotif” as JBA took up the color “red” and bathed the entire public areas in shades of red.
The glossy existing floor was bush hammered so that it would not have to be replaced. The resulting rosé shade in matte now fits harmoniously into the overall concept – the newly created interior spaces harmonize with the existing exterior façade.
The “Fashion” theme was implemented in the form of textile structures throughout the space, as well as the large video walls along the newly integrated catwalk, which provide a dynamic spatial experience.
The lighting becomes an orientation-defining element and zones the individual areas. This becomes particularly clear at the points where the lobbies merge into the partly long corridors leading to the retail units. Vertical and horizontal luminaires clearly structure the space here. With the development of the gallery on the second floor, possibilities for open workspaces have been created, enabling new usage scenarios for mobile working. A lounge area along the gallery also offers the possibility of holding smaller informal meetings on site. The area can be used by sellers as a drop-out workspace outside of the store space, as well as by customers passing through, and is completed by individual seating islands, as well as a workstation in the form of a counter.
