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Zimmermann Flagship Store
2020 | Immersive & Distributed Retail Space | South Yarra
The shop-as-gallery trend has been a predominant trend in the sector. This Zimmermann Flagship Store aims to provide an immersive experience for the buyer rather than just displaying products on shelves. Memories recalled is a never-ending journey. This over looping immersive environment in the user's mind for a last long experience is a successful immersive experience.
Zimmermann Flagship Store - Facade
Zimmermann’s store design replicates that of high-end competitors with garments placed throughout the store in a story sequence. Their stores physically represent the summery and laid back aesthetic that reflects the brand value. All stores feature archways reminiscent of Santorini buildings with usual plain or light colour walls to emphasize the garment’s colour. Most stores will also feature furniture for resting, this is in an attempt to create an experience and atmosphere of effortless luxury.
Based on those distinguishing elements of the Zimmermann brand, it directed this design proposal to a beachside atmosphere. This concept store journey will start from a prominent display room between the main entrance and exit, displaying stylish and feminine garments. The facade design is striking and contrast colours aimed to attract the brand’s main demographic, female users.
The concept of space is not only a medium, but it is also a time channel, they are inseparable. The store will recreate a new virtual and dimensional environment by adopting Zimmermann’s philosophy and existing stores’ influence.
Concept Development
An immersive environment is capable of evoking a person’s emotion and imagination gradually, with a rich spatial hierarchy and ghostly spatial dimension. We realized the approach of creating fictional worlds is fascinating, it’s not limited to entertainment but for reflection, critique, provocation and inspiration.
Concept Development
Experience is ephemeral and incorporeal. When full narrative immersion happens very often time appears to slow and sometimes stop when we are drawn into narrative time so completely that we lose track of presentation time, we are immersed. It is a virtual and dimensional environment and who and what they contain and with time-based narrative and story space.
Floor Plan
Axonometric
This concept store creates an unknown and awaited journey from the beginning, delivering an experience from the ‘Villa’ where the pool bar is located towards a virtual beach in the end. The true method of making things present is to represent them in our space. It’s playing a narrative curve where people have the vacation the excitement from a misty morning to a sunny and energetic beach atmosphere.
This concept store created mosque-like spatial planning by erecting a sequence of archways. Besides that, multiple arches designed entrances at the ground level of the structure are fitting rooms, which resemble the caves, and different levelling delivers an idea of a fortress-like façade, a vertical silhouette that mimics the contours of the cliffs. Movement becomes a critical aspect in the production of this interior that enables both physical and mental inhabitation.
The virtuality of the movement must be emphasized; one can also ‘enter’ the space virtually, in thought or imagination, whereby the distances are not actually experienced but rather assumed. Overall, this is not just retail, it’s an experience. It is the actual realisation of a dream, a vision fueled by emotions, stories, memories; it’s like a tale in which everyone can recognize a bit of themselves. It provides an opportunity and environment where people may pretend to go on vacation, travelling overseas during this pandemic to meet their satisfaction.
Zimmermann Flagship Store - Walk-in Video