The Swiss men’s fashion brand Strellson has reopened its Düsseldorf store on the Kö next to the Breitenbacher Hof. The reopening follows the rebranding of the brand, the development of a new logo, new imagery and a design upgrade.
The entire Strellson range is presented on 340 square meters of shop space and three floors. Vintage designer furniture made of leather and terrazo elements at the checkout and on the upper floor set architectural highlights inside the shop, which are given a modern touch by an oversized video wall.
“The goal when designing the new store concept was to create an authentic mix of modern and vintage for our customers and to focus on the perfect customer experience. We are also pleased that our newly launched logo is being used in one of our stores for the first time,” comments Managing Brand Director Marino Edelmann in a statement.
With hand-woven, Afghan kilim rugs from Beyondknots, the brand is going for something special in the changing rooms, as these were embroidered with Swiss elements especially for the Rugriders store, which is supposed to be reminiscent of the Strellson tradition.
As usual, the “casuals” of the collection can be found on the ground floor of the Düsseldorf store, while there are more formal items on the upper floor. Illuminated, rollable frames enable the collection to be optimally presented and are eye-catchers in the basement, while light gray oak wood parquet provides a clean, inviting feeling.
The goods carriers are combined with tables made of expanded metal as a design element. The color concept, which appears very clean due to the black and white interior design, is broken up by dark green metro tiles at the bar on the upper floor. In addition to coffee specialties, drinks from the cooperation partners Chopfab and Rivella are also offered there.
According to Strellson, the update of the Düsseldorf store is serving as a pilot project for the time being and will be expanded to other Strellson stores in the near future.
