CLEAR CONTRAST AND REDUCED DESIGN
After the success story of the first K Town opened in Göttingen in 2011, a second store was opened in Cologne in September 2012.
The new K town store in Cologne with its almost 2,000 square meters of selling space posed fundamentally different challenges to the store in Göttingen which aroused attention anyway with its unusual building, a former indoor market, as the brief was to integrate the modern shop concept into the ground floor of an existing department store. To do so, all non-load-bearing elements were stripped back for the new K Town store in order to redesign the space. The shell of the K Town store was assigned a uniform, dark grey color as a unifying, internal element with a clear external demarcation from the remaining sales areas.
For the K Town store in Cologne, Jazzunique opted for a design which is dominated by clear contrasts and a minimalistic, linear architecture. The aim was to divide the sales space into zones in modern, stylish surroundings, to form special areas and to create presentation areas. The concept was realized with huge, diamond-shaped steel sculptures on the ceiling which clear mark the male and female sections, to name but one feature.
Special areas such as the transitions to existing areas of the department store, or stages for special presentations were formed from spatial grids which, for example, can stage media events or are architecturally and graphically highlighted.
In the centre, there is a lounge with shoes, accessories and a bar at which fresh snacks and drinks are served. Multimedia tables offer the chance to find out about K Town and its brands in peace and quiet. The lounge is therefore centrepiece and connecting element at the same time. Male and female areas come together here and symbolically elevate the lounge to the communicational centre of K Town.
Jazzunique, given an extended assignment by Karstadt, developed a 360° positioning for the project with the focus on brand, design and communication. This included not only the design concept for the store and the project equipment but also taking on responsibility for the opening event and advance advertising, including activities in social media.
Project team: Andrejas Vodjevic, Franziska Braunbeck, Claudia Dolbniak, Agnes Kalla and Anja Dietz