The brand Roeckl stands for living traditional craftsmanship and love of detail. A duet which was turned into a design principle for the new Munich store concept by the Stuttgart-based monobrand concept developers of Blocher Blocher Shops. Inspired by Roeckl’s passion for perfect workman-ship and sophisticated design. Only a few fashion items can set the tone, and are as complex to craft, like the glove. An insigne of luxury and elegance to this day. Just like silk scarves and shawls, knit accessories and bags, the glove, too, em-bodies a style. With self-confidence and quality – principles that also form the basis for the new store concept by Blocher Blocher Shops. A place which pays justice not only to the values of the brand, but also to the extended product range of the glove manufacturer.
The store is divided into two areas: the crafting room and the bright main area, where white furniture and back panels meet metal frames, mirror elements and parquet flooring. The fixtures were developed in close cooperation with the visual merchandisers of Blocher Blocher View, and match the seasonal offering per-fectly – such as the extended glove assortment in winter time. Here, there are framed niches drawing the attention to gloves and accessories on the one side, and on the other, an open display wall, staging the diversity of the Roeckl range. Whilst the product range is sorted by product groups on the rear walls, these meet in the central space in a Roeckl Panopticon: by following the Cross-Merchandising principle, expres-sive display cubes and suspended metal frames demonstrate the competency and versatility of the com-pany, and act as a source of inspiration for the customers. Scarves come into their own especially on white long-necked tailors dummies. The gloves are presented on mannequin hands in elegant poses. Crafted individually, they set the focus on detail and fit.
The new store offers interaction with the brand, moving beyond mere experience of the product. In the crafting room, where the men’s range is displayed, the company’s history appears close enough to grasp. Embraced in hues of wood and cognac, the glove-maker’s furniture and tools convey the Roeckl cosmos in an emotional manner. Supported by a wall graphic of the brand’s emblem and a backlit original motif of a workshop in its early years. Here, glove-makers demonstrate the cutting of fine leather gloves regularly and explain the delicate precision work that is necessary to craft the perfect Roeckl glove by way of example. Annette Roeckl, 6th generation company owner and manager of Roeckl: “It is important to us to demon-strate the love and passion with which the bag-makers, seamstresses and glove-makers at Roeckl sort, cut and sew leather on a daily basis – the kind of skill and precision with which they carry out their work. This devotion, and the highest demands placed on the quality of the leather, is what has made our products unique for more than 175 years.” Other stores are to follow the new store concept up to 2015, starting with the new store in Berlin‘s Friedrichstraße. An adapted shop-in-shop solution will be implemented for premium partners as of November 2015.
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