As early as in 2010, the renowned fashion specialist from Würzburg set new accents. Together with design office Heikaus, they created a tasteful Mode Schumacher area in Blasiusgasse 9 in Würzburg. After only 11 conversion days, the new Eliane Store opened its doors on 02 May 2014. It offered approx. 100 sqm, perfectly and harmoniously connected to the already-present Schumacher area.
The elegant round portal takes the customer to a sales room in the style of an old building apartment. The structure of the back wall segments and the goods segmentation give the impression of discovering the individual rooms of the apartment step by step. Every other shop window provides insights into and outlooks over the comfortable vintage ambience. Delicate, slightly transparent drapes tastefully emphasize the living space character.
The back wall segments have been clearly accentuated in a greige shade against the crème overall design. Details such as vintage skirting boards, small rugs in a „used“ look and a wall papered in a floral design set important style accents. The straight-lined free-standing furniture in combination with the small vintage rugs creates a loosened up segmentation and leads the customer to the newly designed toll area and the generous changing cabins.
With its high-pile flooring, the heavy velvet fabrics and a comfortable round tuffet, this area looks particularly comfortable, inviting customers and their companions to linger. The overall concept convinces by harmonious colour and material combinations. Light-coloured Solnhofer floor plates make the narrow store appear generous and wider. The elaborate ceiling panel emphasizes the room segmentation and perfectly presents the goods. Eliane presents women‘s fashion in a convincing an individual manner, in a style that will inspire customers.
Draft/planning: HEIKAUS Concept GmbH
Project management/design: HEIKAUS Interior GmbH
Photographs: Uwe Spoering, Cologne
Sales area: Approx. 100 m²
Lighting: PRL und Leuchtwerk light production, Cylindrical surface-mounted lamps by Molto Luce
Floor: Carpet: JAB Anstoetz, Solnhofer plates
System: Visplay Invisible rails