Berlin-based dan pearlman recently has completed the Tally Weijl stores interior project which was based on the idea of the materialization of sexy. He presents glamorous spaces for interactivity and display, spatially open and inviting the visitors to know the shops of a fashion brand that has almost 50,500 fans online.
+ Project description courtesy of dan pearlman
Have you ever wanted to step into a sweet and delicious wonderland?
Follow the pink bunny…
The materialization of sexy is the key idea behind this brand and design project of the new Berlin, Bonn and Basel Tally Weijl fashion stores.
dan pearlman presents glamorous spaces for interactivity and display, spatially open and inviting the visitors to know the shops of a fashion brand that has almost 50,500 fans online.
Mirrored mosaic areas, spotlights, disco balls, highly polished surfaces, glitter and, of course, pink elements, reflect the motto of the label: totally sexy. And even though this could sound a bit futile, we guarantee: it isn´t. The philosophy behind this project is all about making the women feel confident and good about her selves.
The glittering worlds of Tally Weijl transforms the visitant in the stars of the show, the queens of the club, celebrating the credo of the target teenage-market segment.
With its airily designed facade, illuminated adverts that guide the customers through the space and brightly walls a theatrical interrelationship of elements emerges. The stairs, leading from the ground floor to the first level, were widened and gained a heart format.
The club design includes chrome light boxes and over sized loudspeakers, which – covered in glitter, and in combination with poster-like lettering in the escalator and elevator zones contribute to an authentic, overall style.
The louge-chillout-changing-room area, by contrast, invites the customers to sit, relax and dream. Chesterfield-style seating offers a spot to catch one´s breath, while the soft pink carpet changing rooms offer an intimate atmosphere.
Modeled after boudoirs from an eighteenth-century French castle, reinforce the femininity of the concept.
+ About Tally Weijl
Tally Weijl is a global fashion company. Its focus are in the areas of design, manufacture and sale of “sexy fashion for young women.” Tally Weijl was founded in 1984 by Tally Elfassi-Weijl and beat Grüring. The headquarters, located Paris, was designed by dan pearlman in 2008. The company operates about 550 stores worldwide in 30 countries and employs more than 2,100 employees. Tally Weijl regularly participates spectacular cultural and art projects.
+ About dan pearlman
dan pearlman is the agency for brand architecture. Its key area of expertise is integrated, multi-dimensional brand management, combining the pearlman strategy: communication, design, architecture and media.
Contact between people and brands can be shaped in different ways, and for that reason, dan pearlman seeks to communicate brands in different ways as well: inwardly and outwardly, physically and intellectually, substantially and emotionally, in real spaces and media generated spaces. The agency responds to its customers different communication objectives through four independent, specialized units: strategy, retail, exhibition and media.
Our partner agency dan pearlman erlebnisarchitektur develops zoos, exhibitions and amusement parks. It turns the experience into the brand.