The holistic brand experience is the focus of the design concept. Everything revolves around what the consumer is looking for in stationary retail: individualization, emotionality, social exchange and exclusivity. Even from the outside, a digital shop window beckons as well as the view into the store with its live promotions. The classic shop is transformed into a showroom, and the brand gets a face. Extravagant product stagings, pop-up spaces for niche products and a spacious seating landscape are featured in this open spatial concept that intuitively guides consumers through the world of experience. Hair styling bar, brow bar, “Men’s World”, make-up school and exclusive workshops with the stars of the beauty scene each have a place in individual units, individually designed and with a strong atmospheric effect.