Werner Franz of Plajer + Franz Studio
15 Jul. 2013
3 questions to... Werner Franz of Plajer + Franz StudioOn the occasion of the opening of Karl Lagerfeld's (www.karl.com) first German store in Berlin, we spoke to architect Werner Franz of the Berlin based architectural bureau Plajer + Franz Studio (www.plajer-franz.de) about his ideas regarding store design.
WHAT IS ONE OF THE MOST IMPORTANT TRENDS IN STORE DESIGN?
It's definitely the installation of digital equipment. We also included some of it in a very unpretentious way in the Karl Lagerfeld store, for example by hanging iPads with look books next to each display with the according range of clothes.
WHEN IT COMES TO TRUE STORE BUILDING ARE THERE BIG TRENDS IN TERMS OF MATERIALS OR COLOURS?
It becomes calmer again, especially when you think of denim store concepts that recently all looked the same by mixing wooden displays with industrial styles and brick walls in a wild mixture. The trend is shifting away from the heavy rustic look to a rather homogeneous setting that focuses on one main style element.
HOW DOMINANT WILL STORE DESIGN BE?
Of course it should correspond to the image of the brand. It has become more and more important to develop custom made concepts and to individually serve a client. In the end it is the product that you grab and feel that is in the spotlight. That is probably why we consider ourselves as service providers and not as artists.
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