How do retailers manage to inspire people at the point of sale (POS)? This is one of the most frequently asked questions in retail. Konrad Knoblauch GmbH’s answer: Through shop fitting that turns stationary retail into an experience. Like in the new MAXUNDSTELLA store in Dornbirn, a Vorarlberg multi-brand chain run by Christoph and Desiree Riedlsperger.
“You can’t survive with a 20-year-old store,” Christoph Riedlsperger is convinced, “that’s why we decided to change our stores little by little.” Feldkirch was due in 2025, a 300 square meter store in the shopping center. The city center store in Dornbirn with 250 square meters of space and the stores in Götzis and Schruns will follow in 2026. At the beginning of March, MAXUNDSTELLA celebrated its opening in Dornbirn.
Creating experiences, bringing people together, giving customers a reason to linger, even without them necessarily having to buy something – these goals are the main pillars of the store concept that the Markdorf-based interior designer KNOBLAUCH implemented for MAXUNDSTELLA. “Our guests should immediately have a wow effect when they enter the store,” explains Christoph Riedlsperger, “and hopefully that was successful.”
Café bar as a popular meeting place
The heart of the new store in Dornbirn, as in Feldkirch, is a 5.5 meter long bar as a community point. An espresso before looking for a new handbag? Clear. An evening wine tasting with a view of the new collections. Oh yes! A refreshment in between, just like that? Why, surely.
Stores are transformed into event space
An important requirement: The furniture must be so flexible and mobile that you can create space in the store for events within a short period of time. The middle room furniture is particularly flexible. And because the Riedlspergers have had such good experiences with their events in the Feldkirch store, fashion shows, wine tastings and a summer festival are now also planned for Dornbirn.
Design with reference to Vorarlberg nature
The design concept, which was developed by KNOBLAUCH interior designer Ramona Uhl and continued by Isabella Przybilla, has high standards of aesthetics and functionality.
Earthy natural tones characterize the rather calm overall picture, while warm oak parquet creates a natural atmosphere. High-quality natural materials with a connection to Vorarlberg’s nature are used. In addition, the existing architecture is given the right to be effective and structural changes are made as little as possible. “The concept is modern, simple, but not cold, but inviting. We don’t have a battle of materials here, but an incredibly charming atmosphere,” explains interior designer Isabella Przybilla. A store that becomes an experience.
