There will be soft drapes, a strong design concept and – not least – well-thought-out details when Zizzi welcomes customers into its new stores. When Danish fashion brand, Zizzi, opens in Hillerød the August 4th, it will really be something special. Not just because it will be, Zizzi store number 116, but also because it will be one of the first store to be designed according to a completely new interior design concept that has a key focus on space management. “Our goal was to create an inspiring, evocative environment that ensures the customers get a cohesive experience,” explains Martin Jack Busk, who is Head of Marketing at the Billund-based brand.
“At the same time, we have included meaningful details that allow our customers to feel comfortable and able to draw on the solid expertise we have when it comes to fashion and fit in the plus sizes.” In future, all new Zizzi stores will be built around this recognisable, stylish concept, which in many ways matches up with current trends. Although the clothing will only hang at one level on the walls, a single store will be able to hold 20% more styles, as a lot of strategic work has gone into working with space management.
The floor is divided, into small areas that will highlight various themes, such as jeans, basics and trends, so the customers will easily be able to get an overview. At the same time, the fitting rooms have been allocated more space. Before, they made up 14% of the store area – now, it’s 20%. With the larger fitting rooms, along with lots of other small details, Zizzi is also meeting the needs of the customers, and creating a safe and comfortable private sphere.
The lighting is warm and pleasant, and a beautiful fan on the ceiling is not just for decoration – it also ensures a comfortable temperature. Even the fragrance in the store has been thought about, while green plants, polished brass, carpets and velour in shades of plum create a feminine, atmospheric setting in which art deco references are mixed with clean Scandinavian lines.
Martin Jack Busk predicts that customers will also be able to note similar innovation in Zizzi’s upcoming collections: “They will experience an optimisation of the brand, where the look will be more fashion forward, and where we will work even more with the feminine vibe. Just like in our new store concept.” Zizzi’s ambitious design and retail strategy, which also takes the digital platform into account, means that all future stores will be designed using the same concept. In addition to a series of stores in Denmark, in 2017 even more Zizzi concept stores will open in Norway, Finland and the Netherlands in 2018.
Design: Martin Jack Busk
Photography: René Hansen