Globalization, individualization and digitalization already influence retail—but what does the store of the future look like? In the first flagship store for 'Mußler Beauty by Notino,' Dittel Architekten offers its own interpretation of the customer of tomorrow. Thus, the store is a good example of a new thinking within the retail business. Mußler Beauty, a German traditional perfumery, and Notino, Europe’s leading online retailer for beauty care, merged in 2017 to benefit from their expertise in stationary and online trade. More stores throughout Europe are planned.
A holistic brand experience is the focus of the design concept. Everything revolves around what the consumer is looking for: individualization, emotionality, social exchange and exclusivity. Even from the outside, the store offers a digital view into the space with its live promotions that tell passersby: this is not a classic shop but a world of experience. Extravagant product staging, pop-up spaces for temporary brands and a lounge are featured in this showroom.
Individual units with a strong atmospheric effect provide space for product testing and consulting. MuĂźler Beauy by Notino offers hairstyling, a makeup school and exclusive workshops with the stars of the beauty scene. The design language is industrial, rough and modern while soft materials and natural materials create an exciting contrast. The green wall symbolizes the movement towards a healthy environment in a world marked by urbanization.
Key Themes Behind This Trend
- Holistic Brand Experience
- Creating a brand experience that revolves around individualization, emotionality, social exchange, and exclusivity.
- Digital View Into Physical Space
- Using live promotions to engage passersby and showcase that the store is not a typical shop, but a world of experience.
- Extravagant Product Staging
- Implementing unique and attention-grabbing product displays to enhance the showroom experience.
Where This Applies
- Retail
- Exploring innovative ways to transform traditional retail stores into experiential spaces.
- Beauty and Cosmetics
- Creating new avenues for customer engagement and education in the beauty industry.
- Interior Design
- Implementing industrial, rough, and modern design elements to transform physical spaces into immersive environments.
