How good shopfitting leads to good business

Ulises.ai’s images recently swept through Instagram, showing a soft staircase, a so-called ‘Stairway to Softness’. It was somewhat reminiscent of the Pergamon altar in Berlin if it had been decorated with countless pillows and cushions. The creativity of artificial intelligence, which shows designers and architects what is possible beyond the laws of physics and constraining budgets, inevitably leads to the question of why our surroundings are, on the whole, so boringly designed.

It shouldn’t just be a question of money, because fashion brands invest large sums of money for many things – destination shows, the equipment and payment of influencers, celebrity endorsements – only, it seems in good time, unfortunately not for their retail trade. That’s a shame, because the place where much of the marketing effort is converted into real sales shouldn’t be neglected.

Some stores show how ‘retailtainment’ can be more than just a cliché. The shops that are portrayed in the book ‘Gute Business’, published by Gestalten-Verlag, are beacons for a customer experience that is memorable and gives the brand a face.

Dolce & Gabbana

It’s no secret that the two Italian designers like to celebrate themselves. The fact that they have built a veritable retail temple in their home country comes as a surprise with its sheer opulence. In the flagship in Rome, the duo had 15 different types of marble put together according to old Italian craftsmanship. The store presents itself in red and gold, mosaics with a Latin banderole and the heraldic animal of Rome – the she-wolf, which is said to have suckled Romulus and Remus – are embedded in the ceiling and floor and glittering Murano chandeliers float above the heads. The heart of the store is a frescoed LED ceiling reminiscent of the Sistine Chapel and populated by mythical figures. Anyone who shops here also feels a bit like in a museum – perfect for tourists visiting the Eternal City. An immersive experience that feels more Roman than Rome itself, just like the fashions of the hyper-Sicilian fashion house.

Layout: Carbondale, Paris

Axel Arigato

Also fashion retail, but very different. While a visit to Dolce & Gabbana is like a stroll through the Uffizi Gallery, shoppers at Axel Arigato in Copenhagen feel like they are in a modern museum designed by Tadao Ando. Cool concrete meets organic shapes made from Jesmonite, an eco-friendly resin. However, the focus here is not on the architecture or the product, but on the community. Because founder Max Svardh wants to turn the store into a meeting place with weekly events that brings together the people who connect Axel Arigato.

Layout: Studio Christian Hallerod, Stockholm

Gavello Nel Blu

When Italian jewelery meets Greek holiday romance, this shop is the best choice. A pinch of Wes Anderson, the jet-set lifestyle and a touch of David Hockney aesthetics come together in the jewelry boutique by Gavello Nel Blu to create a shopping experience that is absolutely unique. Customers discover Elisabetta Gavello’s creations at the bottom of a swimming pool, chains hanging from towel hooks. Just the right thing for the holiday paradise of Mykonos.

Layout: Saint of Athens & Dive Architects