The classical A1 SHOP concept has been adapted to fit the exceptional location in Mariahilfer Straße, whereas some of its standard elements for the existing rooms, in this high-frequented spot, have specifically been developed even further. In this sense, this so far throughout two-dimensional black brand screen, which has been placed as a brand attractor in the rear of each existing SHOP, is now being developed into a three dimensional box with the
aim of creating a spatial experience. As a binding element, it connects the two ground-level sales rooms. These connected light-admitting rooms, acting as luminous “places”, are similar to the classical Italian urban design, joined through a small, but visually interesting and somewhat darker “street” in the shape of a ramp. The endpoint is created through a two-dimensional A1 screen, serving as the “sacred” ending. The silvering on both sides of the ramp enables all people passing by, without having to enter the store, to get a glance at the sales situation in the new A1 SHOP. With the positioning of the two powerful two- and three-dimensional brand elements in the front- and rear area of the SHOP, as well the inclusion of the façade as the brand carrier, the appearance is emphasized distinctively and enables a total experience felt far into the Mariahilferstrasse.
The clear arrangement of zones, materials, as well as brand-, presentation- and service elements, is acting as a clearly visible signpost guiding through the versatile world of offers of this mobile network operator. The layering of wall surfaces, reflections, silvering and light is the architectural style instrument, which creates depth and complexity and is used as a means to “emotionalize” hard, plane walls. The classical profane store construction is stepping back and the world of the inner space is experienced. One of these layers, the string curtain in front of the white smoothened wall, is allowing a lot of transparency. At the same time, the play with light, shadows and reflecting colors, is creating the calm background for a well arranged and haptically staged world of products, for mobile phones on the presentation tableaus made out of lacquered MDF, as well as for a clearly stated and up-to-date world of tariffs. This world of tariffs is put on replaceable posters, flexibly adapting according to campaign, and is being displayed on the wall presentation elements. Attributes of a homely place are recovered with the curtain and formally modified with the employment of the mirror, the sofa (now with cushions!) and the huge ceiling light fitting. These elements are intentionally placed as signs of relaxation and catalysts for evoking customers´memories about familiar experiences with private room situations. For that reason, the sofa is located on the ramp, in this connecting zone between the sales rooms in the central area of the space arrangement.
In the upper storey, there is a lounge for customers, a conference room for internal meetings or press conferences, as well as the Red Bull MOBILE Area, the sales room for the new mobile network offers. In this first and unique Shop-in-Shop of Red Bull MOBILE, the brand is being staged emotionally. An own Red Bull MOBILE world is being created. The bull as a gigantic, but finely sketched light box defines the spatial depth of the sales area. The deepest level, the rear wall, consists of black lacquered MDF panels, the front is a black matt lacquered frameless glass wall consisting of smoked glass, parsol grey, held by aluminium U-channels. Vis-à-vis, a room piece of furniture, sculpturally designed, padded with textile is embracing the area. Here the products and media are presented well arranged. Also in the exterior appearance, this sculptural effect of the sales room in the upper storey is felt right into the street area. As a new brand, embedded in the A1 SHOP and visually designed as a part of the total façade appearance, its presence is explicitly readable in the Mariahilferstrasse.
Text: Romana Kletzer-Debski/BEHF
www.behf.at
