Düsseldorf and fashion – this successful combination has always attracted the most exclusive brands in the world to the Rhineland city. The premium label Luisa Cerano now has a presence there with a 165m² flagship store that was opened in January 2018.
Where? In Düsseldorf's number one fashion hotspot, of course – the Königsallee. Luisa Cerano, Blocher Partners and Hoffmann Ladenbau have been working together as a close-knit team since 2005 and have successfully implemented around 150 projects since then. Luisa Cerano also relied on Hoffmann Ladenbau's comprehensive package as a general contractor for this project of the heart - this is the first store that the Swabian fashion specialist is managing independently.
High street retailing as an important cornerstoneLuisa Cerano is making a clear statement in the current digitalisation debate with the opening of the new store. “Despite the increasing importance of our online activities, we want to bring the Luisa Cerano brand world closer to our customers in major urban locations. So in addition to Düsseldorf, we also opened a flagship store in the Fünf Höfe shopping arcade in Munich a few weeks ago,” confirms Jürgen Leuthe, managing director at Luisa Cerano. The contemporary store design impresses with a mix of soft powder tones, matt gold, velvet, marble and concrete finishes.
But some preparations were required before the new design could move into the premises in the Königsallee. Peter Punsmann, project manager at Hoffmann Ladenbau reports: “At first we focused on the wall construction because drywall facing panels had to initially be fixed to the wall to provide a level surface for the industrial concrete-look finish.” At the same time, flooring and electrical work was in full swing and was carried out on schedule by Hoffmann’s experienced installation team.
Seemingly weightlessTo achieve this effect, the focus was placed on a specially developed fixing system for the assembly of the large, golden wave-like ceiling sail and on the ceiling-high clothes rails. This was also true for the presentation panels in the shop window area. “Two points had to be taken into consideration here: the wall panels were a considerable weight due to the desired marble-effect surface, but they were also to be positioned as free-standing elements in the room,” explains Peter Punsmann. “In order to give the structure solid foundations, we incorporated a frame with connector systems into the screed when constructing the floor, onto which the wall systems could be inserted and installed at a later stage.” Through the use of horizontal rails, the free-standing walls also offer many options for the variable presentation of the exclusive fashion collection items.
Carefully chosen eye-catchers and recurring elements reflect the exclusive brand statement. This includes the rose-coloured rear wall made from a special cellulose composite that has the same wave-like appearance as the ceiling sail. Or the decorative table in the centre of the store with a solid granite panel that provides space for floral arrangements. 3D effect wallpaper sets the tone in the changing rooms and complements the high-quality overall image of the store together with the bright red object d'art in the shop window area.
