Strategic retail design consultancy 20.20 has unveiled its work in the newly launched lingerie and hosiery department at Austria’s leading department store Steffl. 20.20’s fashion and department stores design specialists were tasked with creating an exquisite yet intimate lingerie department on the first floor of “STEFFL – The Department Store Vienna.” Spanning 600m2, the team has created the biggest and most desirable intimate apparel destination in Austria. Lingerie Atelier, on the first floor of STEFFL, the former location of Wolfgang Amadeus Mozart’s apartment and workroom, takes cues from Vienna’s rich heritage and the city’s passion for creativity, art, music, architecture, and café culture. Bespoke interior features are influenced by the craftsmanship of musical instruments and Viennese references are present throughout the space, with St Stephen’s Cathedral (Steffl) and its roof formations featuring prominently.
Alongside the best everyday and premium brands, presented in a luxurious, lifestyle-led environment, sensory discovery is enhanced with the addition of exclusive scent and accessory brand feature presentations, unique to Steffl within the Austrian market. “Personal shopping habits in Vienna are based on the city’s boutique culture, with shoppers preferring experiences with personal relationships at their heart,” commented Mariann Wenckheim, director at 20.20. “Our team worked to create a space with a luxury atelier aesthetic that gives a feeling of intimate rooms in a stylish apartment. “The overall concept for Lingerie Atelier reflects Steffl’s retail experience proposition of ‘Passion’”. 20.20’s design scheme is a celebration of timeless materials, including handcrafted parquet flooring with modern limed finish and fixtures framed by dark patina metalwork offset by brushed brass. Matt lacquered and upholstered surfaces in skin nudes and rose tones add softness to the space. The wallpapers, embellished with natural and metallic textures, act as backdrops to product presentations, making the environment feel residential and sensual, whilst plush Moroso seating, bespoke cowhide rugs and brass pendants punctuate the customer’s journey through the department.
London-based 20.20’s fashion and department store client base includes Liberty in London, Ann Summers UK, Fortnum & Mason, Karstadt in Germany and Vroom & Dreesmann in The Netherlands.