Completed in September 2009, this new Stefanel flagship in Frankfurt is the first instalment of the new concept developed by London-based, Sybarite Architects and is part of a complete rebranding strategy for the Italian label. The aim was to develop a strong and recognisable architectural language that would not only create a new image for the shops, but one that would also become synonymous with Stefanel’s brand identity.
Mainly gloss lacquered GRP and polished stainless steel; the modular components can come together in multiple ways, enabling a sculptural and fluid composition to take shape in response to a particular space. To address the challenges of displaying the knitwear for which Stefanel is famous, a bespoke mannequin was developed, contoured with a flocking material which holds the garments in place and brings their detailing into view. By providing non-slip functionality in such a graphic and recognisable way, a display prop moves beyond its obvious functionality to enhance brand identity.
This shop design provides the client with complete flexibility and future expandability. Selecting from a wide range of components, the kit can be customised to suit shop locations of any size and budget and can be easily and cost-effectively installed on site in a matter of days. Every surface offers a means of display, which can be as dense or as sparse as necessary. Merchandising can change by season or collection and the system’s modularity easily permits both the addition of extra components and the development of new ones, ensuring the concept can adapt to meet future needs and evolve along with Stefanel.
