Dittel Assoziierte was in charge of developing, designing and implementing a sales venue with an area of 320 square meters at Stuttgart Airport for HSG Handels- und Service GmbH. The inviting ambiance presents visitors with a wide selection of fragrance, skincare, make-up and natural cosmetics products from various high-end brands with pop-up and highlight areas executed in a modern design language. The overall concept is dominated by white, clear lines and surfaces made of light maple wood, which run in contrast to dark, anthracite and white elements. Exciting material changes underline the spatial zoning of the different themed sections of the perfumery and support the quiet yet distinct product and brand placement. The contrasting combination of digital solutions and natural influences creates a harmonious store design that makes customers experience the world of beauty products in a completely new way. The linoleum flooring with a herringbone pattern complements the premium look of the design concept and adds a perfect finishing touch to a modern interior design.
Flexible use of space
The highlights staged in the entrance area awake the curiosity of passers-by on the long walking paths of the terminal corridors. Modular cubes arranged at different heights, which seize on the tonality of the core design, are used to produce a fascinating and versatile product staging area. The clearly structured organization and high position of the logo lettering on a white banderole create a powerful remote effect that strongly entices customers from the terminal to pay a visit to the store.
The attraction of the elements
Upon entering, visitors are guided directly towards the sales area, whose open design allows a clear view of all store sections, as well as the free-standing shelf walls. The central positioning of the cash register counter makes it an attractive anchoring point. The suspended, white element made of expanded metal above the cash register area lends a distinctive look to the counter and provides orientation to customers within the store. The promotional area clearly stands out thanks to the use of pink acrylic glass and represents a point of attraction for discovering new promotional items.
In the spotlight
The trend towards sustainable products is reflected in the exciting highlight of the sales area. The extravagant section for natural cosmetics stands out clearly from the other goods shelves with its muted, earthy colors. Accent lighting emphasizes the rear wall, which is covered with green mosaics, while shelves from light wood reflect the connection with nature. A free-standing cube with a natural stone look is used for testing of the products and simultaneously represents a calm and cozy sanctuary where customers are encouraged to indulge in getting pampered and fulfilling their dreams. The slow-paced shopping experience becomes a part of the travel experience and visitors can start enjoying the pleasant feeling of relaxation associated with a perfect holiday even from the airport.
Another interesting detail is provided by the newly designed supports, which combine technology and nature in a harmonious manner: On one side, 4K screens offer digital advertising space for product-specific marketing content and help visitors find inspiration while shopping.
Green walls on the other side emanate peace and tranquility and create a gentle atmosphere for relaxing moments.
