‘s.Oliver is a brand that is constantly developing,’ explains Thorsten Grönlund, Managing Director of Product and Marketing. ‘We gave free rein to our creativity in this project, and our goal is to be faster, more innovative, and better.’
Under the motto ‘The old is the new’ the fashion company commissioned Konhäuser of Estenfeld / Würzburg to design the new concept store. The journey through the space begins with an installation that gives an overview over the latest s.Oliver looks. The nearby denim corner contains a life-sized stag, decorated with love letters and lace objects. A flock of wild geese on the ceiling doubles as a signpost to the shoe and bags displays, which has been staged against a 4-m-high moss backdrop. Real trees have been distorted with white paint.
Period decorative elements such as a wooden canoe, a traditional motorbike, a cricket bat and weathered doors in the style of a Californian boathouse convey a college-inspired style. Books collected from all over the world, old leather suitcases, handwritten letters, dried lavender and authentically created walls portray a ‘country grunge’ effect.