Rich & Royal store by Blocher Blocher Shops, Berlin – Germany

November 28th, 2014 by retail design blog

Royal Glamrock: The label Rich & Royal clothes fashionistas and trendsetters with great passion and devotion – inspired by the fashion capitals around the globe. The new store design by Blocher Blocher Shops symbolises this ambition with a contrast-rich pro and contra between glamour and rock – in shades of black, grey and gold. Now in the Mall of Berlin on 125 square metres.

Berlin. Company owners Denis and Patrick Stupp came across the name “Rich & Royal” when they visited New York for a concert of the US rock band with the same name. This was the beginning of something really great – because shortly thereafter the two young entrepreneurial brothers founded their fashion label. From the inspiration arose the ambition: top-quality, yet rocky outfits, with international flair. For cosmo-politan women, living life stylishly, and at the same time, self-assuredly. Now they can plunge into a wildly luxuriant world in the Rich & Royal store.

Blocher Blocher Shops, the Stuttgart-based office for monobrand development, has designed a place with stylistic contrasts: classical elements meet modern elements, open forms meet closed forms, rough surfaces meet smooth ones – rounded off with detail-loving eye catchers. Such as the cream- and anthracite-coloured cassette walls, coloured in rough brush strokes, with recessed display niches in turquoise and antique pink. The check-out desk – a panelled block in front of a dark niche – appearing like a profile wall cut-out. On the other side, concrete surface walls and shelving made of dark pipes connected by gold-coloured nodal joints attend to the wild side of the label.

The central theme is also reflected overhead – literally. The anthracite-coloured open ceiling forms a stage for two sweeping curved mirror elements, enriching the store with unusual perspectives. Another highlight is the central mid-air object: the emblem of the label, in the form of a three-dimensional swoppet figure made of galvanised metal. As playful as impressive: stage spots, uplifting the store to a rear stage and simultaneously adding a touch of Hollywood.

In the centre of the store, two modular display islands unfurl, with marble pedestals and cubes made of concrete and metal – on a dark fishbone parquet floor which merges seamlessly into the adjacent micro-concrete floor with wild transitions. Further to the back, a lounge with a rocked-out Jan Kath carpet and leather couches with rivet elements invite stylish relaxing. A metal-framed showcase on a wooden stool reminds one of the production workshops, and puts the focus on the products which are to be highlighted. Also an attention-grabber is the wire sculpture made by the African artist Papa Pepe: a life-sized ostrich, a royal animal, and the perfect ambassador for a label carrying royalty already in the name.

A touch of Paris – decoration and visual merchandising: For the opening, the visual merchandising and decoration experts of Blocher Blocher View were inspired by the current Rich & Royal campaign that was shot in Paris. The motto of “Take me to Paris” combines the romantic look in the shop window and in-store with rocky styles: the Eiffel tower appears in various-sized miniature forms, metal frames with outsized light bulbs evoke the French Varieté. Colour blots stick-ers on shop windows and showcases appear as if brushed on by street artists. Colour and styles ensure recognition value everywhere, here a delicate pink, there, black deco walls on which the products become intriguing eye-catchers. Interior elements are turned into staging tools by the visual merchandisers without much further ado: the display cubes, for example, become a part of the shop window design. Just like the steel rear wall elements as three-dimensional display objects, framing the mannequins with their cool, young postures.

For the opening rough-looking fabric-covered tailor’s dolls present the fashion, in the future the merchandise will be displayed on dark fibreglass, semi-transparent mannequins. After the successful opening in Berlin, other fashionistas can soon look forward to royal glamrock else-where. Because the store design of Blocher Blocher Shops for Rich & Royal will be multiplied.

Photography: Klaus Mellenthin
Visual Merchandising and decoration: Blocher Blocher View
Design by Blocher Blocher Shops

SPORTSWEAR STORES! Nike Ipanema store, Rio de Janeiro
In Rio de Janeiro the sportswear giant has recently opened Nike Ipanema, its...
Lanvin store, Jakarta - Indonesia
Wooden parquet flooring and neutral walls form background for the contrastin...
Blond Boutique concept store by Christopher Ward, Carpi - Italy
Based on a restrained budget restriction the project uses a enhanced existin...
Volksbank Offices by INNOCAD Architecture, Bolzano – Italy
INNOCAD Architecture has designed a new office for European bank Volksbank ...

Leave a Reply

Your email address will not be published. Required fields are marked *