design:retail - August 2018 - 36

036

ußler Beauty, Stuttgart,
Germany's traditional
perfumery store chain,
and Notino, a European
online retailer for beauty
care, merged in April 2017. Last November, the
newly jointed company opened the first new concept store in the Gerber shopping mall in Stuttgart.
Dubbed Mußler Beauty by Notino, the launch store
is the first of 10 planned in Germany, with an additional 50 shops planned throughout Europe. The
new concept aims to bring the online-offline brand
to life in a distinctive space that merges the growing
online business with the need for service, advice
and product experience in the beauty sector.
"Mußler Beauty by Notino is a fusion...a joint
brand to leverage the best of both worlds and [a]
pioneer of the future of retail," says Frank Dittel,
founder and owner of DIA - Dittel Architekten, the
Stuttgart-based firm tasked with the project. "The
brief was to develop a design language that gives
the newly merged brand an authentic face, brings
to life the online-offline brand, meets the expectations of customers and can be adapted to various
locations and cities."
Everything revolves around what the consumer
is looking for in physical retail, including individualization, emotional connection, social exchange
and exclusivity. Customers can enter the store from
two opposite sides, either from the outdoor shopping street or indoor shopping mall. Passersby are
attracted by a digital shop window with sightlines
into the interior. When entering the shop from
the mall entrance, the customer first encounters
a wooden pop-up box with constantly changing
product highlights and local brands. In the middle
of the room, there is a lounge with a coffee machine
and make-up mirrors, where customers can test
products, get consultations, socialize with friends
or just relax and have a coffee.
The remainder of the shop has been transformed
into a showroom, with strong visual merchandising, pop-up spaces for niche products and spacious
seating areas. The open, spatial concept guides
shoppers through a range of different experiences,
AUGUST 2018

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Table of Contents for the Digital Edition of design:retail - August 2018

design:retail - August 2018 - Intro
design:retail - August 2018 - CT1
design:retail - August 2018 - CT2
design:retail - August 2018 - Cover1
design:retail - August 2018 - Cover2
design:retail - August 2018 - 1
design:retail - August 2018 - 2
design:retail - August 2018 - 3
design:retail - August 2018 - 4
design:retail - August 2018 - 5
design:retail - August 2018 - 6
design:retail - August 2018 - 7
design:retail - August 2018 - 8
design:retail - August 2018 - 9
design:retail - August 2018 - 10
design:retail - August 2018 - 11
design:retail - August 2018 - 12
design:retail - August 2018 - 13
design:retail - August 2018 - 14
design:retail - August 2018 - 15
design:retail - August 2018 - 16
design:retail - August 2018 - 17
design:retail - August 2018 - 18
design:retail - August 2018 - 19
design:retail - August 2018 - 20
design:retail - August 2018 - 21
design:retail - August 2018 - 22
design:retail - August 2018 - 23
design:retail - August 2018 - 24
design:retail - August 2018 - 25
design:retail - August 2018 - 26
design:retail - August 2018 - 27
design:retail - August 2018 - 28
design:retail - August 2018 - 29
design:retail - August 2018 - 30
design:retail - August 2018 - 31
design:retail - August 2018 - 32
design:retail - August 2018 - 33
design:retail - August 2018 - 34
design:retail - August 2018 - 35
design:retail - August 2018 - 36
design:retail - August 2018 - 37
design:retail - August 2018 - 38
design:retail - August 2018 - 39
design:retail - August 2018 - 40
design:retail - August 2018 - 41
design:retail - August 2018 - 42
design:retail - August 2018 - 43
design:retail - August 2018 - 44
design:retail - August 2018 - 45
design:retail - August 2018 - 46
design:retail - August 2018 - 47
design:retail - August 2018 - 48
design:retail - August 2018 - Cover3
design:retail - August 2018 - Cover4
https://www.nxtbook.com/nxtbooks/designretail/20200708
https://www.nxtbook.com/nxtbooks/designretail/20200506
https://www.nxtbook.com/nxtbooks/designretail/20200304
https://www.nxtbook.com/nxtbooks/designretail/20200102
https://www.nxtbook.com/nxtbooks/designretail/20191112
https://www.nxtbook.com/nxtbooks/designretail/20190910
https://www.nxtbook.com/nxtbooks/designretail/201907
https://www.nxtbook.com/nxtbooks/designretail/201906_v2
https://www.nxtbook.com/nxtbooks/designretail/201906
https://www.nxtbook.com/nxtbooks/designretail/201905_v2
https://www.nxtbook.com/nxtbooks/designretail/201905
https://www.nxtbook.com/nxtbooks/designretail/201904
https://www.nxtbook.com/nxtbooks/designretail/2019_v2
https://www.nxtbook.com/nxtbooks/designretail/201903_v2
https://www.nxtbook.com/nxtbooks/designretail/201903
https://www.nxtbook.com/nxtbooks/designretail/20190102_v2
https://www.nxtbook.com/nxtbooks/designretail/20190102
https://www.nxtbook.com/nxtbooks/designretail/20181112_v2
https://www.nxtbook.com/nxtbooks/designretail/20181112
https://www.nxtbook.com/nxtbooks/designretail/201810
https://www.nxtbook.com/nxtbooks/designretail/201809
https://www.nxtbook.com/nxtbooks/designretail/201808
https://www.nxtbook.com/nxtbooks/designretail/201807
https://www.nxtbook.com/nxtbooks/designretail/20180607
https://www.nxtbook.com/nxtbooks/designretail/20180405
https://www.nxtbook.com/nxtbooks/designretail/201803
https://www.nxtbook.com/nxtbooks/designretail/201802
https://www.nxtbook.com/nxtbooks/designretail/201801
https://www.nxtbook.com/nxtbooks/designretail/20171112
https://www.nxtbook.com/nxtbooks/designretail/201710
https://www.nxtbook.com/nxtbooks/designretail/201709
https://www.nxtbook.com/nxtbooks/designretail/201708
https://www.nxtbook.com/nxtbooks/designretail/201707
https://www.nxtbook.com/nxtbooks/designretail/201706
https://www.nxtbook.com/nxtbooks/designretail/201704
https://www.nxtbook.com/nxtbooks/designretail/201703
https://www.nxtbook.com/nxtbooks/designretail/201702
https://www.nxtbook.com/nxtbooks/designretail/201701
https://www.nxtbook.com/nxtbooks/designretail/20161112
https://www.nxtbook.com/nxtbooks/designretail/201610
https://www.nxtbook.com/nxtbooks/designretail/201609
https://www.nxtbook.com/nxtbooks/designretail/201608
https://www.nxtbook.com/nxtbooks/designretail/201607
https://www.nxtbook.com/nxtbooks/designretail/201606
https://www.nxtbook.com/nxtbooks/designretail/20160405
https://www.nxtbook.com/nxtbooks/designretail/201603
https://www.nxtbook.com/nxtbooks/designretail/201602
https://www.nxtbook.com/nxtbooks/designretail/201601
https://www.nxtbook.com/nxtbooks/designretail/20151112
https://www.nxtbook.com/nxtbooks/designretail/201510
https://www.nxtbook.com/nxtbooks/designretail/201509
https://www.nxtbook.com/nxtbooks/designretail/201508
https://www.nxtbook.com/nxtbooks/designretail/201507
https://www.nxtbook.com/nxtbooks/designretail/201506
https://www.nxtbook.com/nxtbooks/designretail/20150405
https://www.nxtbook.com/nxtbooks/designretail/201503
https://www.nxtbook.com/nxtbooks/designretail/201502
https://www.nxtbook.com/nxtbooks/designretail/201501
https://www.nxtbook.com/nxtbooks/designretail/20141112
https://www.nxtbook.com/nxtbooks/designretail/201410
https://www.nxtbook.com/nxtbooks/designretail/201409
https://www.nxtbook.com/nxtbooks/designretail/201408
https://www.nxtbook.com/nxtbooks/designretail/201407
https://www.nxtbook.com/nxtbooks/designretail/201406
https://www.nxtbook.com/nxtbooks/designretail/20140405
https://www.nxtbook.com/nxtbooks/designretail/201403
https://www.nxtbook.com/nxtbooks/designretail/201402
https://www.nxtbook.com/nxtbooks/nielsen/designretail_201401
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20131112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201310
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201309
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201308
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201307
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201306
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20130405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20130203
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201301
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20121112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201210
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201209
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201208
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201207
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201206
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20120405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20120203
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201201
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20111112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201109_v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201109
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201108_v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201108
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201107
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201106
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20110405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201103
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20110102
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20101112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201010
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201009
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201008
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201007
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201006
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20100405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201003
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20100102
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20091112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200910
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200909
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200908
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200907
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200906
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200905
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200904
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200903
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200902
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200901
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200812
https://www.nxtbookmedia.com