ROY ROBSON Expressional Interaction.

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The men’s outfitter Roy Robson has opened a concept house in a heritage-protected gable roof building at the Lüneburg Market.

The monobrand store with its in-house bistro emphasizes the company’s bonds to the North German region. The architects and interior designers of Blocher Blocher Partners unified existing and new structures to a tailored look.

A confident love to its North German roots characterizes the corporate culture of the internationally operating fashion brand Roy Robson. The new address at the marketplace of the historical city of Lüneburg is not only a place to sell the latest collections but also makes the fashion label tangible with all senses.

The structural survey of the historical gable roof building carried out by the architects revealed what was equally a lucky strike and a cause for responsibility: brick walls, timber framework and stucco elements had to be cautiously restored before they could become leading parts of the store concept – as a contrast to material like dark chrome or oak wood.

At first, visitors of the concept house steep into bustling activity – at the ground level where store and bistro come together. Here, young and sporty fashion is displayed in front of light oak and on dark steel shelves. The plain grey cement flooring emphasizes the solid nonchalance. Where red brick walls were treated with anthracite-coloured wall plaster, the ceiling sets back to provide depth and structure to the room.


Living-room feeling on the first floor
Curved wooden stairs lead through an anthracite-coloured hallway into the first floor. Lovingly arranged picture galleries welcome the visitor at the entrée which is designed as a mixed zone. Besides fashion, Roy Robson is presenting here a constantly changing assortment of accessories. On the whole floor the interior designers have retained the structure of the former residential house with its seven connected rooms – because they are simply perfect to tell stories along recurring leitmotifs.


Design from one single source
The perfect harmony of the several parts is the result of the bundled creative competence of the Stuttgart-based company Blocher Blocher Partners. Several requirements helped to help provide the Lüneburg fashion brand with a throughout reliable appearance: Direct links between architects, interior designers, graphic artists and communication experts, a common design vocabulary and the intellectual pervasion of one theme by a constant exchange of the departments. United expertise that even flowed into details like the chocolate bars which lay out ready in the bistro as souvenirs. The packaging proudly shows the new old house at the market surrounded by the neighbouring buildings. The image is hand-drawn, of course –because here handwork and fashion get together under one roof.

Blocher Blocher Partners

© Pubblicato da AN shopfitting magazine