FNG is a multi-brand retailer that obtained the chain Concept Fashion and wants to convert the space into a Boutik by Brantano that is a sub-chain of their successful Brantano shoe stores. To respond to the client’s search for a new shopping concept that combines online and physical shopping, we propose to centralize the main functions of the shop within a central core made from a mirrored material. This core houses the fitting rooms, back-office, personal shopping, and other necessary functions within. By having this core, the commercial shopping space is left open and flexible for the organization of the products. Various elements from the core are extracted and find their place throughout the shopping space to maintain a coherent language and strong identity within the open plan.
The open space of the shop is inhabited by these fragments, in combination with simple clothing racks. The walls are filled with anonymous presentation cupboards, hence leaving space for the central volume. A sequence of curtains divides the open space into zones with specific themes such as men, women, casual, denim, etc.
Up to 15 shops will be converted with this concept, inverting the typical suburban shop into a continuous field with one central attraction. Schelle and Sint-Denijs-Westrem have been delivered in October 2018, Ostend in March 2019.