Remodelled into a brand

The technical term "store branding" finds lately increased input into modern retail strategies. This philosophy was now perfectly implemented with the newly designed optical store JAEGERS & KLINGENHÄGER in Erkelenz.

The new store layout on Kölnstraße not only seems as if it was cast, but its entire visual appearance appears like a brand. The owner of the company, Stefan Herzog, commissioned Heikaus Raumgestaltung (Interior Design) of Mundelsheim with the planning and implementation of this concept.

The store has a sales area of only 50 m², but its brilliant white colour climate that is softened by a subtle mint tone on the wall sections, lets it appear significantly more spacious. The lighting design with recessed ceiling downlights and indirect shelf lighting add significantly to this fresh appearance. The compact discharge lamps HIT MR 16 in 20W were used here, lighting with outstanding colour rendering spectrum and highly efficient power consumption. This produces a reduced thermal load and therefore a cost savings potential in cooling.

The bold blue seating creates colour accents and is perfectly coordinated with other furnishings.

The eyewear frames are presented on glass trays lending the entire product line a high perceived value. The wavy cabinet fronts, a design characteristic which is also continued by the upper shelving arrangement adds a reserved dynamic to the space.

A highly eye-catching solution are the round trays suspended in the display windows which stage the articles displayed there in a very appealing way.

A slate grey, discretely textured carpet by Object Carpet harmonically rounds off the overall picture at JAEGERS & KLINGENHÄGER.