photographer: Roman Thomas, Celle
The story of one of Germany’s largest fashion companies began around 80 years ago with a simple button. The button was found on the street by company founder Rudolf Wöhrl, whilst still a boy, and became his lucky charm – and later his company trademark. Three generations later, the successful, traditional family-run joint stock company (AG), with 40 stores throughout Germany, is still renowned for top quality and creativity.
The main features of the new Wöhrl store concept in Ingolstadt are the clearly structured pathways, transparent structure, reorganisation of department and merchandise layouts and an accentuated lighting concept. A new merchandise support concept was developed for all the departments throughout the store, in a retail space which has now been extended to 7,000 sqm. A variety of different high quality units with a pearl/chrome metal finish, rough-looking steel for a vintage look, real oak in different finishes, rustic pine, painted surfaces with a mat and gloss finish as well as metal netting, slates, tiles and plastics lend a new modern edge to the fashion store.
The support systems: Stabilo, Invisible 6 and Xero 4, and sign holder system Label are present in virtually every department. A universal mid-floor concept was created with the Kado structural system. This modular and functional system was used in many different configurations in Wöhrl’s multi-label areas. Numerous display tables and individual wall panels were designed and assembled on site using Kado 25. Visplay designed and manufactured various customised display stands and mid-floor gondolas to match these elements. The end caps of the merchandise supports on mid-floor units share one particular detail, each is stamped with the store trademark – the Wöhrl button.
Design team: Anders + Grabmeister GmbH, Hamburg
Project partners: Vizona West GmbH, Langenfeld
Visplay International GmbH, Weil am Rhein