Today, presenting products on shelves and tables is not enough in brick-and-mortar retailing. A store is supposed to tell shoppers a story, encourage them to try out something and let them discover new things. The rebuilt PKZ Women store in the centre of Basel does exactly that. On 4 floors and a sales area of more than 1‘500m², a stage for the perfect appearance of fashion was created and reopened at the end of August 2017.
A mix of classic forms and elements combined with new materials and colours – that is how the design of the new PKZ Women can be described best.
Based on the concept of the flagship store at Bahnhofstrasse in Zurich, which was developed with Interstore in 2014, the feminine look is expressed by textiles and colourfulness. The special architecture of the building was integrated in the layout and a rounded highlight niche with a white cassette wall at every floor was created, where highlights like the «Shoes Bar» or shop-in-shops like Paul Kehl are presented.
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