Reisenthel concept store by Zeichen & Wunder, Berlin – Germany

June 20th, 2014 by retail design blog

Peter Reisenthel founded his company in Munich in 1971: it all began with a key ring, which could be personalized by customers. Around 600 articles are now available, and 100 new products replace outdated ones every year. The Bavarian company releases two collections a year worldwide. Umbrellas are just as much part of the product range as trolleys, laundry baskets and rucksacks. Reisenthel embodies design quality and innovative strength, with over 40 years of corporate tradition: it offers fun, creative products that make life so much easier – whether it’s a shopping basket, an all-rounder bag for weekend trips or storage boxes for an organised home.

Reisenthel opened its first own brand store in the Bikinihaus complex in Berlin in April this year. Instead of large, conventional retail outlets, the bottom three floors of Germany’s first “Concept Mall” are home to many stores which are new to Berlin or even Germany. “I am delighted that our first brand store has opened in the Bikinihaus complex. The brightly lit store creates an attractive, welcoming setting for Reisenthel’s colourful products, through light-coloured flooring and white painted furniture.

A salon-style wall featuring all the latest fabric trends transports customers into the colourful world of Reisenthel patterns. The Munich-based company came up with something very special for its well-known classic – the carrybag. This clever shopping solution has replaced the traditional wicker basket and is given pride of place in the store: the carrybag wall. All the individual components are presented in a special display giving the customer an insight into the design and quality characteristics of the original classic. The red brand wall with the Reisenthel logo is another eye-catcher, along with the striking neon “Keep it easy” sign in the display window.

Peter Reisenthel focuses on keeping things easy rather than complicated. Visplay, as a system supplier, personifies this maxim. The Visplay system Xero Frame was customised specially for Reisenthel and provides sufficient space for displaying the brand’s many products and for communication. The frame can be used individually to create focal points or combined into wall units of different shapes and sizes.

Coloured fabrics, information panels and lighting can be used in each frame to either stage the merchandise or create a decor. The sublime white grid created especially for Reisenthel is embedded in Xero Frame, forming the perfect backdrop for the merchandise display. It mirrors the ceiling suspension and contributes to the overall design concept. By highlighting or separating articles, Xero Frame helps communicate the brand’s statements and values.

Shopfitting systems: Xero Frame
Architecture: Zeichen & Wunder, Munich (Germany)
Shopfitting: Zeitraum, Ehringshausen (Germany)
Photographer: Johan Cohrs, Hamburg (Germany)

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