smow goes Breuninger
Client: Breuninger & smow Stuttgart
Planning: smow Stuttgart & tnpx
Year: 2022
Furnished areas: Pop-up installations in department stores
Brief
Breuninger and smow? A department store chain in the upscale clothing segment and a designer furniture retailer – how does that fit together? With pop-up installations in three Breuninger stores in southern Germany! Changed working environments, home office as a permanent topic and the attempt to create a functioning work-life balance have occupied us all more than ever of late. So why not convert parts of a fashion house into exhibition space for living and working situations? Various home office scenarios were to be created in three Breuninger branches in Karlsruhe, Ludwigsburg and Nuremberg, showing individual solutions for the different realities of working from home today.
The challenge lay on the one hand in the integration into the overall concept of the fashion house, i.e. to appear in accordance with the high standards of the Breuninger stores, and on the other hand in the installation of living and working situations that can be experienced directly, which can convey that home office solution best for each individual customer.
Project Management
Realisation
In cooperation with smow Stuttgart, smow Nuremberg and the planning professionals from tnpx, a concept for the three Breuninger houses in Karlsruhe, Ludwigsburg and Nuremberg was developed and individual room situations planned depending on the profession as well as lifestyle and living situation of individual personas for working at home. Whether for parents in a flexible home office, for creative work in the studio, for IT nerds who need fully equipped workplaces or CEOs who want a retreat at home - with the various installations, the differing needs of varied characters were taken into account.
According to the plans of the interior designers from tnpx realised in close coordination with the Breuninger stores concerned, the areas were equipped with perfectly coordinated home and office furniture, e.g. from Vitra, USM or Louis Poulsen, set in scene and made tangible for Breuninger customers. Events such as ergonomics training courses were also organised on site.
Project Synopsis
The successful fashion company Breuninger operates exclusive clothing stores in 13 German cities. In a joint project with smow, exhibition areas in the women's and men's outerwear departments were equipped with furniture installations for a period of several weeks. During this time, the discerning clientele could not only try on clothes, but also try out desk chairs, try out height-adjustable desks and be inspired for the best home office solution in their own homes.
For 20 years now, smow has not only staged the most beautiful furnishing ideas in its own stores, but also brings them home into the apartments. So smow was the perfect partner for the temporary installations that made it possible to experience stylish living and working in the Breuninger houses. High fashion meets furniture design!
Similar Projects
LKG Leipzig
An exciting but harmonious office complex was created for the Leipziger Kommissions- und Großbuchhandelsgesellschaft mbH, which was functionally designed down to the last detail and offers plenty of space for communication. A green feel-good office!
The Westlight, Berlin
Office goes work-life balance: The new rooms at the Cushman & Wakefield headquarters in “The Westlight” have become a modern office space and, with its large lounge and two terraces, are inviting the workforce to move in straight away.
Tailored project planning with smow
Together with you smow design meaningful office solutions and planning approaches for your spaces. Interior or exterior. In cooperation with our architects and interior designers, we take care of your project from conception to implementation, so that you can continue to work productively and relaxed in the future.The smow planning team can be reached from Monday to Friday between 8 a.m. and 7 p.m. on +49 341 2222 88 66 or by email at projekt@smow.de