A stereotypical red granite office building from the 1980s. Outdated and unfashionable. This inspired us to come up with the idea of a pink dress-up a commitment to color, texture, light. We wanted to put the building back into the spotlight and achieved this with a smart design concept within its existing structure. We envisioned a curved catwalk leading into the foyer, paying homage to the world of fashion. Elegant, woven aluminum mesh curtains were introduced, reminiscent of textiles and fluidity. Lighting and shaping using lines and circles were incorporated for added dynamism and rhythm. To complete the transformation, we developed a new corporate design, including a logo, key visuals, and signage, in collaboration with the design agency unit-design. This ensured a harmonious and coordinated appearance throughout the building.
The main challenge of this project was dealing with the defining elements of the existing 1980s building and creatively reimagining them – a prime example of working within existing structures. The predominant rose-colored facade and high-gloss granite floor became the central concept of our redesign. With the leitmotif "Synchronic and Monochromatic" the public areas were immersed in shades of red down to the smallest detail.
The existing glossy floor was bush-hammered in order to preserve it in its entirety. The resulting shade of matte rosé now blends harmoniously into the overall concept and the newly created interiors harmonize with the existing exterior facade. Wall cladding, expanded metal ceilings, sprinklers, lighting fixtures, and seating furniture - everything was tinted in shades of rosé. The monochromatic color scheme appears both bold and subtly understated, making a striking yet restrained impression.
In this new surrounding, our design elements take center stage: The curved catwalk, accompanied by an oversized video wall for dynamic fashion shows, guides visitors into the foyer with its slender shape. The lighting concept, developed in collaboration with our network partner Lichtwerte specifically for the HdM, focuses on rhythm, structuring, and orientation.
Light guidance and wayfinding systems are closely intertwined to enhance the overall experience. To evoke a textile reference, we introduced meter-long woven curtains made of aluminum chains. They line the catwalk as well as the prominent round information point as a pivotal focal point.
One of the significant challenges of the project was implementing it while the building and business were still in operation. We would like to thank all involved parties for their contributions to overcome this logistical challenge successfully.
Häuser der Mode
ca. 1000 m²
German Design Award 2023 – Special Mention
Iconic Award 2022 – Winner