For SCHIESSER, atelier 522 developed a retail concept that translates the German underwear brand’s identity into architecture, product presentation and visual merchandising. Introduced in connection with the company’s renewed brand identity in 2011, the concept combines a restrained spatial language with distinctive elements based on wood, textiles and familiar domestic objects.
At the SCHIESSER flagship store on Berlin’s Kurfürstendamm, these elements define both the organisation of the sales floor and the presentation of the collections, creating a recognisable system that connects the brand’s heritage with a contemporary retail environment.
A retail concept rooted in SCHIESSER’s brand identity
The project reorganises the presentation of SCHIESSER’s lingerie collections through a clearer functional division of the sales areas.
The spatial concept combines product display with elements derived from the brand’s history and material identity. Digital screens integrated into the sales floor introduce imagery alongside the physical merchandise, adding another layer to the presentation system.
Reclaimed wooden slats from an old paddock fence are incorporated into the Berlin flagship as point-of-sale elements, introducing texture and material contrast within the otherwise controlled retail environment.
Reclaimed wood and clothes pegs shape the store language
Wood becomes one of the recurring materials throughout the concept, particularly through the use of clothes pegs as both functional references and decorative elements.
A clothesline installation recalls the everyday language of laundry and domestic textiles, establishing a direct visual connection with SCHIESSER’s product category.
The clothes peg is then repeated at different scales and in different configurations throughout the store concept, becoming a recognisable component of its visual merchandising language.
36,240 wooden clothes pegs transform the ceiling
One of the most distinctive installations consists of 36,240 wooden clothes pegs suspended overhead.
The repeated elements form a dense ceiling installation that draws attention upwards before extending the visual identity of the store deeper into the sales area.
Through repetition, an ordinary domestic object is transformed into an architectural element. Its association with laundry remains immediately recognisable, while its scale and density give it a different spatial role.
Flexible displays connect product and visual merchandising
atelier 522 also developed merchandising fixtures for the sales floor and window displays.
The display elements are conceived to accommodate different products and seasonal configurations. A laundry trolley, for example, can be adapted to present swimwear or knitwear according to the collection.
Another freestanding display takes the form of an elongated aviary-like structure, introducing a more decorative element within the otherwise restrained retail system.
Together, the architectural elements, reclaimed wood, clothes-peg installations and adaptable displays establish a coherent retail language in which product presentation and visual merchandising are integrated into the overall store concept.
Brand: SCHIESSER
Retail concept: atelier 522