Neue Schönhauser Straße 19, Berlin, Germany
Retail / Commercial
Worldwide, Berlin (DE)
The design process began with research into existing shop interiors. Between luxury boutiques, minimal concept and department stores, contemporary shops often possess more credible design attributes when a space is large with just a few expensive goods displayed throughout. This has become a classic style format that many stores attempt to match through imitation.
For the Weekday design, it isn't simply about creating “interior design” but also providing the “basics”. The furniture itself plays a major role. We didn't attempt to imitate luxury brands with lower material costs, but instead created a simple construction process with basic materials. Focusing on the assembled elements and not just furniture, we put the idea of expensive hand-craft to one side, along with the imitation design related to it.
The space was organised in a functional manner that met the need to promote sales. We found that the furniture should be treated more like a delivery platform, almost as utility boxes. No decorated surfaces, and nothing that referred to old wooden cabinets. The furniture was made as minimised functional objects using an assemblage of materials, with no visual reference to handcraft.
Light is a powerful element of the design. It is used as part of the space rather than an object or technical element. The light builds the space, in particular that between the viewer and goods.
The screens reveal another aspect of the store format: communication can be present in all layers of a brand, and integrated into every sale-oriented space. Strategies for communicating a brand within a space often leave messaging unadapted, working only in parallel and without integration into the spatial experience. The system Gonzalez Haase AAS proposed was based on information communication within airports. At Weekday the screens offer a more abstract but functional guiding system that not only highlights where the brand zones are situated, but also behave as a powerful tool for movement. Constantly updated, they react in relation to the space and communicate with the people within it.
Photographs: Rasmus Norlander