New menswear concept
Ludwig Beck becomes destination for men’s fashion
Ludwig Beck “Store of the Senses” in Munich oepened its expanded menswear section with a total of 1,500 square meters in the department store’s basement. Schwitzke & Partner developed the new concept especially for the increasingly fashion-oriented buying behavior of the male clientele, and created a new destination for stylish, high-quality menswear in Ludwig Beck’s main building in Munich. The store concept reacts with a sophisticated design language to the male target group and divides the sales space into four areas: business, trend, sportswear and underwear – all of it in a noble yet natural ambience.
The new menswear department is characterized by light oak wood, natural stone, classical pieces of furniture with color accents, and a multitude of stylistic details. Special eye-catchers include elaborate ceiling panels, partition walls with lamellar structure, passages clad with marble and many fine details on pieces of furniture and on the walls. Its central design element is a concrete tunnel connecting the newly developed upper level with the existing sales space – with wall elements wedged inside each other like large scales. The emotional shopping environment invites customers stay longer.