# Design-Forward Eyewear Flagships Ace & Tate's Hamburg Flagship is Designed as a Maze By Katherine Pendrill | Published 2017-03-06 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/ace-tate References: [wallpaper](http://www.wallpaper.com/fashion/ace-and-tate-makes-a-maze-inspired-home-in-hamburg-hide-and-seek) The Dutch brand Ace & Tate recently opened a new flagship store in Hamburg, Germany, that features a unique layout. Instead of displaying eyewear in a large, open space, the store is set up as a maze that offers customers a unique in-store experience. The Ace & Tate flagship is a hip space designed in collaboration with the Dutch agency Standard Studio. The store itself is a maze-like space separated by semi-transparent walls that section off different retail zones. The unique layout is meant to convey a 'Hide and Seek' theme that was inspired by the winding streets of Hamburg. As Ace & Tate owner and founder Mark de Lange explains, "The city has many sides to it and as you turn each corner you’re faced with something different, so we were keen to reflect this in our store design." In other words, the store's maze-inspired layout perfectly mirrors the experience of exploring the city's streets. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 76% | Activity: 41% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### What's Driving This Trend - **Design-forward Retail Spaces:** Innovative layouts and creative use of space can enhance the in-store experience for customers. - **Thematic Retail Environments:** Creating a retail environment that reflects a specific theme can help brands stand out and attract customers. - **Semi-transparent Partitions:** Using semi-transparent walls or dividers can create defined retail zones while maintaining a sense of openness and fluidity in the space. ### Who This Affects Most - **Eyewear Retail Industry:** Eyewear retailers can benefit from creating unique retail spaces that convey the brand's personality and enhance the in-store experience for customers. - **Fashion Retail Industry:** Fashion retailers can adopt thematic retail environments to create immersive experiences that reflect their brand identity and stand out from competitors. - **Interior Design Industry:** Creating innovative layouts and using semi-transparent partitions can be a disruptive innovation opportunity for interior designers to help brands create unique and compelling retail spaces. ## Related on Trend Hunter - [Hyper-Realistic Premium Eyewear Stores](https://www.trendhunter.com/trends/gentle-monster-opens.md) - [Artist Loft-Resembling Stores](https://www.trendhunter.com/trends/tutto-bene.md) - [Staircase-Centric Flagship Stores](https://www.trendhunter.com/trends/toteme-beijing.md) - [NYC Identity-Inspired Retail Cconcepts](https://www.trendhunter.com/trends/concrete-amsterdam.md) - [Retail Design Landmarks](https://www.trendhunter.com/trends/d142.md) - [texturally artistic fashion stores](https://www.trendhunter.com/trends/acne-studios-flagship-stores.md) - [Modern Chic Eyewear Stores](https://www.trendhunter.com/trends/eyewear-retail.md) - [Curated Intimate Retail Experiences](https://www.trendhunter.com/trends/alaa-flagship-store.md) - [Stunning Eyewear Store Interiors](https://www.trendhunter.com/trends/eyewear-store-aesthetic.md)