photographer: Roman Thomas, Celle
The new 10,000 sqm building in Dodenhof Shopping World in Posthausen was inaugurated on 14 March 2012 after a 12 month construction period. With this new building and the extended overall range, Dodenhof has strengthened its reputation as a varied and attractive key shopping destination.
The new young fashion range “d-strict“ was established directly next to the intersection with Dodenhof’s fashion world. It displays current trends from hip labels over two storeys with 1537 sqm retail space.
The d-strict interior was designed by architects from “Atelier 522“ to be particularly varied, with exciting, eventful retail staging, rich in ideas. The entire store was divided into different thematic retail zones which were named after a song/song theme. For example, in the “You are so beautiful“ zone, gold frames and mirrors are used along with matching wallpaper with a large peacock. In “Let it rain“, graphic elements in the shape of different coloured clouds “grow” out of the wall; wallpaper with raindrops is used in keeping with the song lyrics. In “Electric feel“, the title appears in neon writing. In the “Oh my container” zone, containers are fitted with changing rooms. Other numerous details (such as clouds and peacocks) emphasise the individual statements and contribute to the bold, dynamic overall atmosphere.
The low-key materials cement and steel were deliberately chosen to remain timeless and to highlight the colourful graphic elements. The interior systems by Visplay were manufactured in the customised colour lava grey green and merchandise supports were produced in dark silk. The vertical support system Xero Struc 8 was selected for the walls and separates the thematic retail zones. It is used in front of the walls and also braced between floor and ceiling. Mid-floor display tables of different shapes and sizes were constructed from the modular structural system Kado 25. Icons flat display stands display hanging items in mid-floor. The area support system Grid 50 provides perfect cross merchandising displays of various items.
Many other Visplay systems are used in the new shop-in-shop areas – e.g. Esprit, Bonita and Bijou Brigitte.
Design team: Atelier 522, Markdorf
Client: Dodenhof, Posthausen
Project partners: Schrader, Verden
Visplay International GmbH, Weil am Rhein