The Bread & Butter fashion trade show in Berlin takes place in the reception and hangar of the former Tempelhof airport site. DIA – Dittel Architekten designed a two-level trade fair stand of approx. 450 m² for fashion label Tom Tailor. Moreover we were responsible for concept, planning and realisation of the space. Tom Tailor used this impressive space to present its new look and the brand re-launch for the first time. The corporate identity was done by Mutabor Design GmbH.
The concept of the presentation is based on the philosophy of the High Line in New York. This refers to the now defunct elevated railway line which once linked to the Meatpacking District in Manhattan. Over the last few years, the area has been re-designed to create a lively park above the rooftops of the town which is popular with New Yorkers and tourists alike. Visitors to Tom Tailor space were also treated to a taste of this urban American zest for life and were able to experience a stroll through the ‘urban jungle’ of New York. The key materials used in the stand include steel from the High Line and its plants, brick, wood, brass and leather features.
Level 0 is characterised by three different worlds which emphasise the new ranges from Tom Tailor: the American College Sports area reflects a classic sporting dream. Furniture and sports equipment featuring wood and leather details are arranged on the oak parquet flooring in a vintage style, recreating the character of an old American gym. In the middle of the space is an art courtyard which presents the Authentic Urban Wear range.
This forms the core of the stand and exudes the urban flavour of New York’s streets. Here an oak platform and white fixtures catch the eye. A bar area at the side, reflecting the ‘Mad Men’ world, demonstrates the brand’s contemporary urban style. Here dark-stained oak is featured in a fishbone design. Brass-coloured fixtures, stucco work and leather on the walls and columns paired with a green-grey tone create a smoky ambience. The colourful giveaways offer a striking contrast and serve as decorative elements: notebooks featuring the new Tom Tailor pattern and logo.
The lower level also contains a free photo box which creates a sense of fun with its black & white photo strips and offers customers a taste of the big city. Visitors can take the photo strips home with them as a personal memento.
There are stairs leading up to the 160 m² upper level on the short side and on the back wall of level 0. This upper level forms an L-shape above the stand and extends almost as far as the front edge of the overall space. Here there is the area for a social gathering based on the High Line park, offering lots of space for plants and a retreat from the hustle and bustle of the fair. Popcorn, a bar, wooden seating, Backgammon and chess add an urban feel and offer plenty of space to chat.
All image courtesy of DITTEL ARCHITEKTEN GMBH
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