RIANI shop-in-shop concept at Mode Brühl by HEIKAUS, Graz – Austria

December 2nd, 2013 by retail design blog

RIANI presents its first internal shop-in-shop concept at Mode Brühl in Graz On 55 m², customers of traditional fashion retailer Brühl in Graz will now find RIANI fashion and accessories in a dedicated shop design. The generous area dedicated to the fashion label is presented in a light, clear and elegant flair. Goods mainly presented on hangers are perfectly at the customer‘s focus between exclusive materials such as light-grey leather with fine hems and white high-gloss varnish surfaces, combined with sunburnt old wood and smoke chrome goods carriers.

Just like RIANI fashion, the shop concept is noticeably different but perfectly harmonious in and of itself. The shop-in-shop program designed by HEIKAUS in Mundelsheim comprises various wall modules as well as different mid-room elements, all sharing a love for detail.

Sophisticated connections between the individual components give the concept an incredibly light appearance to the point where the goods almost seem to float. Accents are set with „old wood joints“ on the „basic cubes“ and in the rear walls into which the brackets of the suspended goods presentation merge seamlessly. The fashion label‘s logo is placed on the partially leather-coated pieces of furniture such as the „3 in 1 combination“ or the leather-framed standing mirror on exclusive chrome-coloured embossed plaques.

This ambience and goods presentation correspond to the brand‘s claim and philosophy and reflect them. Clarity meets sensuality…Coolness meets elegance. Designed precisely, the entire sales area is invigorated by sophisticated details, absolute clarity and exclusive haptic properties, just like the label‘s fashion and products.

For interested dealers, the fashion company from Schorndorf also had a lovingly designed booklet created by HEIKAUS that explains the options and individual modules of the shop-in-shop system. A successful overall concept: the first shop-in-shop area of fashion brand RIANI in its own design – more areas are being planned.

Draft/planning: HEIKAUS Concept GmbH
Project management/design: HEIKAUS Interior GmbH
Photos: Uwe Spoering, Cologne
Sales area: approx. 55 m²
Brand: Riani, Schorndorf
Retailer: Modehaus Brühl, Graz
Opening: November 2013

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