Creating brand experience spaces

The Schwitzke Group has enjoyed a longstanding and close partnership with the American fashion company, which began when the brand entered the European market in 2002. Tommy Hilfiger commissioned Schwitzke & Partner with the design of the first European store that opened in Düsseldorf. Two years later, Schwitzke Project built the brand’s first turnkey store in Berlin. This was followed by a success story that continues to this day, from the redesign and conversion of numerous other stores to showrooms and regular work at the German headquarters in Düsseldorf’s Medienhafen.

Most recently, the collaboration on the Tommy Hilfiger flagship store on London’s Regent Street was particularly exciting. Schwitzke designed, planned and realized a shop that focuses on the digitization and realignment of the brand.

The brand’s world is shown on two floors in the typically classically cool American look. The newly interpreted design language creates a noble, nautically inspired atmosphere with diverse details: Herringbone parquet, middle room furniture in a form and material language based on a yacht, surfaces with the initials “TH”. Digital elements are placed throughout the store that complete the omnichannel strategy – visitors can display a T-shirt in the correct color and size on the shelf at the push of a button or view the entire collection. The benefits to the customer are always in the foreground.

The People’s Place was created as an extension of the brand – a gastronomy concept that invites visitors linger and creates a holistic brand experience.

With a view to the retail and brand landscape, Tommy Hilfiger is a success story that we look forward to supporting in the future.