A fashion label that is as feminine as it is luxurious, the premium German fashion brand Laurèl has recently moved into its new showroom at its headquarters in Aschheim, Munich. The relocation into the new, generously proportioned spaces ultimately also takes account of the growing significance of Munich as a modern metropolis and ordering location for national and international customers. At the same time, the new showroom not only represents a change of location, but is also part of the ongoing enhancement of the brand.
The Munich architecture and interior design office Plan2Plus design, who is also responsible for the brand´s international corporate identity shop concept, created a brand conform premium appearance with anoverall architecture concept and an exclusive corporate identity showroom concept. The new location integrates, on a gross area of 600 sqm the showroom with lounge area and functional areas such as office, meeting, pantry as well as a secondary showroom.
To emphasize the loft character of the whole floor, all wall elements were consequently exempted, glass panels from floor to ceiling and fabric hangings were used, which create a transparent, open structure for the exclusive showroom concept.
High quality materials and refined details, like polished stainless steel elements in combination with bright white furniture, create the basis for the stylish, conceptually stringent and functional design. The showroom concept creates a simple yet inspiring setting to highlight the collections of Laurèl and Laurèl jeans.
A formally reserved, intelligent lighting concept emphasizes the sensitive design of the interior’s character. It ideally validates the collections and accentuates single areas of the showroom in a diverse range of lighting moods.
