The study proposes a new retail concept for the worldwide shops of the German fashion designer Joop! The idea is to make a simple system of hanging cupboards, thus freeing the walls, floors and ceilings of the shops. These surfaces become the stage for communication and expression. Depending on the seasons, different atmospheres are created by adding projections, carpets, wallpaper or props on to these surfaces. The shop thus becomes a stage for the changing expression of the fashion house, creating customer attention through the intensity of the atmospheres.

Site: World Wide Joop! stores
Program: Retail strategy
Client: Joop! Hamburg
Status: int. invited competition 1998