ELIANE MODEN in Würzburg opened the first SCHUMACHER shop-in-shop area on 18 March 2010

Together with SCHUMACHER, HEIKAUS developed a spatial corporate design that takes up the familiar features of the brand. Combined with new elements, this makes for SCHUMACHER’s unique appearance. The basic idea of this area design is based on the vision of a luxurious walk-in closet of the "SCHUMACHER-woman" with its very personal, emotionally charged atmosphere in the corporate colours of "Nude" and "Greige".

The unique spatial flair is created by the spacious loft-style atmosphere, complemented with high-quality living details to achieve a harmonious overall concept. Unusual combinations of materials and styles create the breaks typical for SCHUMACHER. They are a consistent feature of all SCHUMACHER design. The concrete finish of the wall faces contrasts with the fine matte brass wall beams and the traditional coffered wall panels. Combined with the concrete, the latter develop their own, new aesthetics.

Vintage pieces from around the world, among them a closet and drawer case, were collected by SCHUMACHER to form a contrast to the modern and almost futuristic elements such as the luxurious overseas suitcase. It was designed especially for SCHUMACHER and motivates everyone to pack their favourite pieces for the next journey at once. Another attractive contrast is offered by the black tech cloth used for the cabin curtains and the velvety high-pile carpet behind it.

The colour climate is reduced in the typical SCHUMACHER-fashion, and the consistent use of materials also gives the overall impression of the area an atmospheric, logical visual density.

Flexibility in the goods presented is currently achieved by the unobtrusive rail system in the wall. Observers will only perceive it as fine grooves.

The precisely aligned light architecture is built around a continuous cove lighting in the ceiling. It takes the unique mood of the room to perfection and instils a feminine warmth in the rough concrete surfaces. To achieve this effect, the models STELLA I, STELLA II and NEAL from the Professional Retail Light series have been used.

As an overall concept for retailing, the new appearance of SCHUMACHER sets a signal suitable for the brand to the last detail. It provides the basis for future area design for this luxurious premium label.