Claudia Sträter, Stuttgart DE

In 2001, the requirement arose to present the Claudia Sträter brand internationally in departments stores in Northern Europe, by using a shop-in-shop concept. The concept is clearly and spaciously designed. The materials, subdued colours and finishings radiate self-awareness and personality in comparison to the competitive brands.Robust blocks of polyester, roughly scoured and translucent purple are used as construction material for the presentation wall and presentation table. There are sturdy racks of square tubing with a light-grey suede coating, and a back wall of plastic in a subtle green colour. Two red armchairs from Gerrit Rietveld are the only extravagant highlights of colour. The free-standing presentation wall catches the eye from afar. A large, dark-grey, high-gloss back wall with a heavily enlarged white logo amplifies this signalling effect. Racks with high back panels or partitions enclose the shop. A long display table leads the customers into the shop. For each department store, a floor plan is designed that is tailored to a specific situation. In this space, the customer feels beautiful and can leisurely walk around in a collection that is optimally presented by the shop-in-shop concept.


Architect: Liesbeth van der Pol / Jon Dekker
Team: E. Wolse
Number: 0422
Status: Built
Year: 2004 - 2004
Client: Claudia Sträter Modehuizen bv, Diemen

Claudia Sträter, Stuttgart, DE
Colour
Claudia Sträter, Stuttgart, DE
Claudia Sträter, Stuttgart, DE  –  Polyester presentation wall and display
Red
Claudia Sträter, Stuttgart, DE
Claudia Sträter, Stuttgart, DE
Steel
Claudia Sträter, Stuttgart, DE  –  Subdued colours and finishings
Claudia Sträter, Stuttgart, DE  –  Polyester furniture
Interior
Claudia Sträter, Stuttgart, DE  –  Two red armchairs from Gerrit Rietveld are the only extravagant highlights of colour
Claudia Sträter, Stuttgart, DE
Glass
Claudia Sträter, Stuttgart, DE  –  Detail glass and steel
Claudia Sträter, Stuttgart, DE
Filtered light
Claudia Sträter, Stuttgart, DE  –  Clear layout
Claudia Sträter, Stuttgart, DE  –  Classy
Clarity
Claudia Sträter, Stuttgart, DE  –  The concept is clearly and spaciously designed
Claudia Sträter, Stuttgart, DE  –  Spacious
Atmospheric
Claudia Sträter, Stuttgart, DE  –  High-end material
Claudia Sträter, Stuttgart, DE  –  Detail glass and steel
Public
Claudia Sträter, Stuttgart, DE  –  Simplicity and refinement
Claudia Sträter, Stuttgart, DE  –  Detail polyester furniture
Shopping
Claudia Sträter, Stuttgart, DE  –  Robust blocks of polyester
Claudia Sträter, Stuttgart, DE  –  There are sturdy racks of square tubing with a light-grey suede coating

For each department store, a floor plan is designed that is tailored to a specific situation.

Claudia Sträter, Stuttgart, DE  –  Organized and pleasant shopping
Claudia Sträter, Stuttgart, DE  –  Robust blocks of polyester
To meet
Claudia Sträter, Stuttgart, DE  –  Organized and pleasant shopping
Claudia Sträter, Stuttgart, DE
Liesbeth van der Pol Liesbeth van der Pol
Architect / Partner
Claudia Sträter, Stuttgart, DE  –  Organized and pleasant shopping
Claudia Sträter, Stuttgart, DE  –  Distinctive style
Light
Claudia Sträter, Stuttgart, DE  –  The customer can leisurely walk around in a collection