German design studio dan pearlman has designed the COEO – House of Good Deeds in Berlin. COEO is a store concept for sustainable consumption, which establishes the issue of corporate social responsibility to the principle of the business. The modern design and the architectural concept of the store divide the spacious retail space in four areas: In Good Community, Well done, Fair is good, and Good reading. Each of these four areas has its own colour.
“Combining beauty with goodness” was the motto for the opening on 19 November 2010 from the house of good deeds in Berlin. The new retail concept is a “pilot project” because it combines products from four different sectors under one roof: In addition to fair trade products and goods produced lovingly in workshops for people with disabilities, there are a generous selection of books and a café on more than 500 square meters which invite everyone to stay.
+ Project description by dan pearlman
COEO, Home of Good Deeds: Creating a fairer world.
COEO – Home Of Good Deeds, is a sustainable and socially responsible retail concept for people who want to live well and do good.
Opened recently in the center of Berlin, the fresh COEO pilot project brings together products from four different areas in one location: fair trade products, a workshop space for people with disabilities, a book store featuring an extensive selection of reading material for conscientious minds and a café with exclusive products. Berlin based agency dan pearlman designed the store interiors and created the branding concept.
Emphasizing the unique project values was the German agency’s primary concern. By joining the COEO objectives and dan pearlman expertise, it was not long until this project wows public and business people.
COEO is Latin for “unite” or “come together”: much more than the consumption of products, COEO is about communicating the joy of doing something meaningful and opening up new horizons. The wide-ranging assortment features products that create a sense of pleasure and joy.
As the Home of Good Deeds, COEO connects people to an awareness of values, reliability, and sustainability, and also aims to win over friends and advocates for this social movement. The COEO brand was designed to communicate a zest for life, a sense of responsibility, sincerity and social engagement. As a non-profit organization, COEO is committed to use its proceeds for selected social projects worldwide and develop its business concept further.
The organization aims to develop potential out of a love for people in four different dimensions: in the “In guter Gemeinschaft” or “In Good Company” section, fair trade coffee, snacks and other products are available.
In the “Gut Gemacht”, or “Nicely Done” section, products made in workshops by people with disabilities are presented.
In the “Fair ist gut”, or “Fair is Good” section, products that have been created according to the principles of fair trade are sold. This ensures the creation and sustainability of jobs that pay equitable wages.
Conventional products can also be purchased and their proceeds are donated to social-oriented projects.
In addition, COEO offers people with disabilities the opportunity to integrate themselves into the primary marketplace. This also applies to high-school graduates who have difficulties in finding employment.
The store’s fourth area, called “Gute Lektüre” or “Good Reading”, offers books addressing life’s questions, spirituality and inspiration.
All involved in Fair Trade accept that it has to include: paying fair prices to producers which reflect the true cost of production, supporting producer organizations in their social and environmental projects, promoting gender equality in pay and working conditions, advising on product development to increase access to markets, committing to long-term relationships to provide stability and security and campaigning to highlight the unequal system of world trade which places profit above human rights and threatens our environment. With COEO the public can be part of this sustainable chain and help create a fairer world.
+ Project credits / data
Design: dan pearlman Markenarchitektur GmbH | http://www.danpearlman.com
Client: COEO Shop der guten Taten gGmbH
Shopfits: Maier Shop Design GmbH & Co. KG
Flooring: Bamboo Concepts, Toucan-T (carpet in lounge area)
Furniture: Schwerdtner Holzdesign, Berlin
Lighting company: D & L Lichtplanung
Signage: Guttenberger + Partner GmbH
Frames: Mavis GmbH
+ All images courtesy dan pearlman | Photo by diephotodesigner.de