The Olsen headquarters are located at this latitude. From the Hanseatic city of Hamburg, Olsen has conquered the world with its naturally beautiful women’s fashion. Nordic. Natural. Approachable. This triad is also reflected in the new Olsen store concept.
When Managing Director Michael Simon approached us at Euroshop 2023 with the idea of designing a completely new store concept for the Olsen brand, we were immediately hooked. We particularly love projects like these, which we are able to accompany from the first brushstroke to the perfect interior fit-out. And when the design is then to be translated from the store to several shop-in-shop areas, it gets really exciting.
“It always starts with a story,” explains Chris Zorn, our retail expert with a knack for good design. The latitude. Nordic by nature. And then there’s the striking O in the brand name, which is reminiscent of a globe. “The O quickly became an identity piece, a circle that we transferred to the space,” says Chris. The indirectly illuminated O can also be found in some of the seven shop-in-shop areas that are being expanded in various fashion stores across Germany.
The leitmotif of the vast dune landscape – Nordic, natural, approachable – sets the scene. Gentle sandy tones, soft shapes and high-quality furniture made of warm oak create a natural, minimalist ambience in the 150 square metre store in Hamburg-Bergedorf. Hanseatically restrained and minimalist, but with a feel-good character.
Particularly exciting: the reinterpretation of slats in the rear wall of the lounge corner, not far from the cash desk. Inspired by the picket fences in the dune shelter, this creates an irregular, natural structure. The checkout counter with its curves, which are reflected in an indirectly lit ceiling, is also a real eye-catcher. Nordic, natural. Natural & cosy. Olsen, in other words.