VMSD - June 2014 - (Page 46)
Above The store's
different levels are
used to advantage
rather than seen as a
hindrance, creating
distinct and unique
areas that encourage
discovery.
Right The unusual store
geography means that
small shop-in-shops
have been created,
each of which can be
given its own character.
46 JUNE 2014 | vmsd.com
Practically, this meant working around
the historic city walls and incorporating them
into the store's sales floors. Kreutz notes that
while this was difficult, it now provides an
additional link between town and retailer.
But there is more to the Garhammer
extension than a simple fusion of old and
new. To understand what has been done,
the best place to start is on the roof, where
the existing structure and new build stretch
out "like the wings of a butterfly," according
to Kreutz. This means Garhammer is now a
store with ceiling heights at multiple levels,
giving shoppers a store with internal variety,
rather than being a standard multi-level box.
All of which involved extensive merchandise and departmental relocations. The baby
and children's departments have moved into
the new space, allowing the whole of the
ground floor in the old building to be devoted
to menswear. It has also meant that the first
floor is now the domain of womenswear,
while the ground floor of the new building
plays host to women's accessories.
The danger, of course, in moves and
extensions of this magnitude is that it's easy
for shoppers to get lost. To deal with this, a
http://www.vmsd.com
Table of Contents for the Digital Edition of VMSD - June 2014
VMSD - June 2014
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Bohemian Rhapsody
Behind the Red Door
Good Timing
Male Call
New Heights
Showroom
Ad Index
Checking Out
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