VMSD - May 2017 - 46

J E P P E S ØR E NSE N, C OP E NHAGE N, DE NM AR K

tomers complete purchases using the store's mobile
checkout feature.

ABOVE Normann
Copenhagen features a
flexible store format that's
often rearranged to form
new in-store customer
experiences.

46

MAY 2017

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VMSD.COM

RETAIL RACONTEURS
Several years after designers Matteo Thun and Antonio Rodriguez (Milan) began drafting cutlery for
renowned kitchenware brand Zwilling J.A. Henckels
(Solingen, Germany), the duo was enlisted to envision
the company's first Shanghai factory store interior.
Armed with brand familiarity (after designing several
of its international boutique locations), Thun and
Rodriguez created a concept firmly rooted in brand
heritage and product education.
Founded in 1731, it was important to the knife
manufacturer to position itself as a longtime leader in
the space and exhibit the quality and craftsmanship of
each of its products. The nearly 5000-square-foot store
features a heritage gallery, including historical photos
of the company's original factory and graphics detailing the intensive processes involved in creating its full
range of kitchen tools, knives and flatware.
The store dedicates a significant portion of its floorplan to not just telling, but showing: To give its gourmand shoppers hands-on access to products in a reallife application, the upstairs houses a cooking school
and dining area where they can learn new culinary
techniques from chefs. "Cooking is about communication and conviviality; the cooking school is a space to
come together, to prepare the food and share," explains
Antonio Rodriguez, partner, co-owner, Matteo Thun

and Antonio Rodriguez (MTD-R). "Consumers want
to experience the different products in an atmosphere
that reflects the heart of the brand."
INSPIRATION STATION
Delhi, India's Tulips takes experiential one step further
in its store with its carefully staged, curated vignettes,
offering home decor inspiration in spades. The space,
designed by Four Dimensions Retail Design Pvt. Ltd.
(Bengaluru, India), prides itself on being an aspirational
locale for customers who are redecorating their homes,
as well as for designers working with clients seeking
custom-made furniture pieces.
Rather than offering a purely transactional environment, Tulips is centered around consultative collaboration, with four zones in the store to ease the design
process: The Brand Story zone immerses guests in the
company's history; Craft Stories displays imaginative
applications of the brand's offerings; Design Palette
showcases its exclusive materials, swatches and fittings;
and Design Collaboration is where the store's in-house
designers assist with customizations.
"This segment of customization is about higher
emotional involvements and investments by customers and, hence, demands a lot of physical touch and
discussion for making informed decisions," says Nagaraja R, director design, Four Dimensions, explaining
that this is a major differentiator from online retail
for most home goods stores, while the more "familiar,
low-involvement" products will continue to sell online.
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Table of Contents for the Digital Edition of VMSD - May 2017
