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Style Guide U2-U3.indd 1 22.03.2018 11:41:57

guide talk

01guide talk - StYle guide

Sincerely, yours

Petra Brödner

editor-in-Chief StYle guide

dear readers, the correlation between fashion and sports-

wear has arrived in every sector and hardly surprises us as

observers. Fashion designer Simon Porte Jacquemus, rapper

Niska and actress Oulaya amamra presented together with

French players the new Nike-jerseys of the French soccer

team for this year’s World Championship on the official

photo. the British Formula One champion lewis Hamilton

will now be the face of tommy Hilfiger’s menswear labels.

Michèle lamy took up residence at Selfridges london with a

boxing inspired pop-up “lamyland”, including boxing ring.

it’s a long list of collaborations, cooperation and constellati-

ons. the correlation between sports and fashion even makes

dress codes obsolete – today “anything is possible”.

if it were up to karl lagerfeld, a wide part of our population

would be out of control – and mind. Sure you remember the

designer’s quote: “Sweatpants are a sign of defeat. You lost

control of your life so you bought some sweatpants.” But it’s

just the opposite, because in our Sports Couture era, a trend

made out of a fashion statement became a lifestyle: athlei-

sure. Munich-based design agency Heckhaus took together

with StYle guide a closer look at this trend and translated it

exclusively into a possible concept store. Besides, Heckhaus

has a wide range of sports projects, which can also be seen

at our top Story.

at the Professional Profile we introduce Jaromin Hecker,

founder and owner of Heckhaus. Founded by Hecker in

1992, the company, thanks to numerous set designs, became

quickly known beyond the television medium.

Within our Column dFROSt, the Stuttgart-based agency for

retail identity, explains the phenomenon of pop-up stores.

the section events looks back at the Olympic Winter games,

which were held in Pyeongchang, South korea. d’art design

group together with its South korean subsidiary d’art design

Seoul designed an exceptional brand space that goes beyond

shop and fair concepts: the adidas Hub.

Ready, Set, gorgeous

the Shop design continues in a sporty manner. in Nuremberg,

germany, the SportSchek outlet became a facelift – or rather

"store"-lift – by the interior designers at blocher partners.

they created a concept of experience on 3,000 square meter

for modern, urban customers. at leffers` newly opened

beauty-department, it’s all about beauty and perfume. this

project has also been made by blocher partners.

i wish you, dear readers, a lot of inspiration reading this is-

sue. May we use sporty attributes like setting goals, holding

on, and teamplay and adapt them in our everyday life.

02

guide liNe

StYle guide - guide liNe

HigHligHtS

Coverphoto: Harvey Nichols,london

Photo: Harvey Nichols

Shop design, SportScheck

top Story, athleisure is not a trend Professional Profile,Jaromin Hecker

"Store of the Year" 2018; Well grounded; Creative Retail awards; Meeting Point for Retail technology; Peek & Cloppenburgs Pop-up;

Benetons uk-Flagship

athleisure is not a trend … athleisure is both a philosophy and a lifestyle in equal measures. Munich-based design and planning agency

Heckhaus takes workout fashion and translates it into interiors for StYle guide. the exclusively designed vision shows exactly how this

theme could be applied to a shop interior

Jaromin Hecker. at 43 years of age, this interior design and storytelling professional has a long career that started as an outfitter and prop

manager in the film and television industry. His agency Heckhaus, founded in 1992, now provides project planning and implementation

for showrooms, exhibition stands and even entire shop fittings

Shop goes Pop: Pop-up Stories. everyone knows that the retail sector relies on innovative, profitable sales concepts. and they happen

to be popping up left, right and centre these days – almost like corn kernels in a pan. We're talking about pop-up stores, of course. the

experts at dFROSt, the Stuttgart-based agency for retail identity, have a closer look to the sales concept that until recently was largely a

means to an end, the end being the temporary occupation of unused spaces

Sportswear, Renaissance settings, lovers, doll heads, and many more - the window displays offer a great variety

event Oasis. a platform to network with partners, to equip athletes and relax among sport fans – this is what the adidas hub had been

during the Olympic Winter games from 9 to 25 February 2018 in Pyeonchang. d’art design gruppe had designed and put up the guest

pavilion together with its South korean subsidiary d’art design Seoul

an oasis for the beauty. the fashion company leffers in Oldenburg, germany is the flagship of retailing in North-germany. Named by

„Beauty by leffers“, the company opened a new department that dedicates itself to the beauty and perfume world; a meeting place for

the sports community. More than just a store: the Nuremberg outlet of SportScheck impressively demonstrates the firm’s evolution into

a meeting place for sports enthusiasts. the store was planned and realised by the interior designers at blocher partners

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Style Guide Anzeige 04-2018.indd 1 19.03.18 11:41

Coverphoto: Harvey Nichols,london

Photo: Harvey Nichols

04

NeWS

StYle guide - NeWS

Well grounded

Straightforward design, a natural look and minimalism continue to define the wood

flooring trends and have become an interior design fixture. Yet, this year another look is

starting to turn heads: patterns are taking the limelight! What makes patterned floorings

so special is the fact that they can be compiled individually, and tailored to one’s

individual taste. those who want to revitalise the flooring will find what they are looking

for at Havwoods. Herringbone patterns in natural tones, magnificent Versailles panel

parquet or multi-coloured vertical cladding – the premium provider for wood flooring

solutions and panelling also offers a broad portfolio for this trend.

www.havwoods.de

"Store of the Year“ 2018

günther leesberg’s redesigned fashion store

“gl – die Mode” with its unusual lighting

concept was convincing all along the line: it

was awarded the title of “Store of the Year

2018” by the german Retail association Hde

(Handelsverband deutschland). an ideal

combination of architecture and lighting:

owner günther leesberg was looking for

the extraordinary and found it together

with architect Sabine keggenhoff and her

team who, jointly with the lighting experts

from Oktalite and trilux, constructed a sales

platform that implements the experience

character in an exemplary manner. What

particularly impressed the Hde jury was the

harmoniously interlocking store and ligh-

ting concept, the curated purchase of goods

as well as the exact customer contact. “the

aim was to create an experience moment

with live characters”, Professor Sabine keg-

genhoff says, describing her architectural

approach. For that purpose, the retail ligh-

ting specialists developed a dynamic and

scenic lighting system that is experienced

in new intensity by the customer.

www.oktalite.de

Creative Retail Awards

launching this June, the Creative Retail

awards are a new and exciting annual

event designed to recognise and reward

innovation and excellence in retail design.

Organised by the Shop & display equipment

association (Sdea), the awards will span

a number of disciplines, including store

design, visual merchandising, lighting

and POP, and will be judged by a panel of

industry leaders and experts. the inaugural

Creative Retail awards are free to enter for

Sdea Members and the winners will be

announced at an evening drinks reception

and party at Bunga Bunga, Covent garden

on June 5, 2018. For more information on

tickets, sponsorship opportunities, and to

enter:

www.creativeretailawards.com

Patterned Havwoods floorings can be found e.g. at Harvey Nichols (left) or ted Baker (right). Photos: Havwoods

innenarchitektur: keggNHOFF / PaRtNeRPhoto: Constantin Meyer

05 NeWS - StYle guide

Peek & Cloppenburg’s Pop-up

Make an experience out of shopping and give the latest trends and lifestyle themes a

unique setting – this is the thought behind the brand new POS-concept “POP iMPReSSiON

by Peek & Cloppenburg”, with which P&C starts at six different locations. the Pop-up

spaces are going to present an exclusive range of products. the Pop-up’s schedule plans

three different themes each half-year with focus on lifestyle items from other business

lines as well as highlight collections and new fashion brands, all referring to one major

theme. Special designed furniture and creative window dressing attracts attention to the

Pop-up store. the Pop-up row has been opened with the theme “Now life” along with

curated highlights of brands like eberjey, Nike, Marie-Stella Maris, Polaroid Originals and

taschen Verlag. as from april 18, 2018 the new motto is “Real Movement”, which deals

with athleisure sportswear for women, followed by “Festival” in June. the second half of

the year will present “travel“, “Premium“ and “Christmas“.

www.peek-cloppenburg.de

Benetton’s UK-Flagship

the new united Colors of Benetton store

opened in london on March 15th marks a

significant change of pace for the italian

fashion brand. informal, hi-tech spaces

and a "knitwear theatre" will offer an ul-

Meeting point for Retail Technology

euroCiS 2018 has impressively confirmed its

position as the leading trade Fair for Retail

technology from 28 February to 1 March

in düsseldorf, germany. alongside “per-

ennial topics” such as check-out systems

or POS soft and hardware, for example,

new themes also dominated euroCiS 2018.

these included solutions in the area of the

internet of things, augmented Reality and

Virtual Reality. “euroCiS 2018 has illustrated

very clearly that information technology has

undeniably become a decisive success fac-

tor for retail. it enables innovative business

models and opens up new opportunities for

targeting shoppers,” says Michael gerling,

general Manager of eHi Retail institute.

“euroCiS is increasingly becoming a trade

fair that is visited not only by it and security

technology decision-makers. employees

responsible for marketing and distribution,

for expansion and store design or for sour-

cing and logistics are also increasingly using

euroCiS to prepare investment decisions.”

www.eurocis.com

timate brand experience that goes beyond

the traditional idea of a shop. located on

the east side of Oxford Street, close to the

new tottenham Court Road station on the

elizabeth line, the store is part of a rapidly

developing area, destined to become a

focal point and commercial hub of the city.

it will be an outpost for Benetton in the

united kingdom, a market where the brand

is present with 55 points of sale and where

it plans to expand further its activity.

www.benetton.com

Photo: Messe düsseldorf / ctillmann

Photo: Benetton group

06

tOP StORY

StYle guide - tOP StORY

athleisure is not a trend … athleisure is both a philosophy and a lifestyle in equal measures. Munich-based de-

sign and planning agency Heckhaus takes workout fashion and translates it into interiors

for StYle guide. the exclusively designed vision shows exactly how this theme could be

applied to a shop interior.

the fictive concept store presents athleisure Wear on stage-like arranged pedestals

07tOP StORY - StYle guide

Heckhaus has made it its mission to

translate brand identities into spacial

concepts, creating one-of-a-kind

experiences for its customers. the

creative team from Munich has already

worked with sporting brands in the

past, employing architectural methods

to physically embody their values. it

is essential to understand and clearly

define the task at hand if a suitable

concept is to be developed – to really

get to grips with it, question things

and pick them apart.

“the big difference with this brief is

that we were able to work more freely

than would otherwise be the case in

terms of specifications. We had no

budget to hold us back, no need to

deal with minutiae like air conditio-

ning systems, power supplies and the

like. this meant we were able to focus

solely on the idea,” explains agency

founder and owner Jaromin Hecker.

“despite this freedom, though, it was

important that our team did not forget

that we were ultimately looking for

an implementable approach and that

the concept should absolutely be fit

for purpose – that is one of Heckhaus’

founding principles. as designers, we

never want to develop an idea that

we cannot actually make a reality later

down the line.”

When tackling athleisure, Heckhaus

spent some time investigating where

the trend had originated. as is so often

the case, it is difficult to pin this down

to a single date upon which athleisure

was born – but based on all of the

research, the movement probably came

about as a response to social changes

in the way we think about our health

and fitness. What is much simpler,

on the other hand, is identifying the

origin and definition of the word itself.

american dictionary publisher Merriam-

Webster defines “athleisure” as “casual

clothing designed to be worn both for

exercising and for general use.” the

word is a portmanteau, blending the

words “athletic” and “leisure”, and is

used to describe the trend of wearing

sports clothing not only in the gym, but

in day-to-day life – or, depending on

the job, even in the office. Most of the

time, the extent of one’s courage is the

only limit to where someone can wear

sweatpants or a hoodie.

in recent years, more and more people

have started paying more attention

to their fitness and healthy eating

habits, and clothing is used to reflect

the wearer’s health consciousness.

according to german research company

Zukunftsinstitut, only 19 percent of in-

dividuals who buy sportswear actually

actively participate in sport. Which

begs the question: why do 28 percent

of consumers in germany buy items like

leggings if they do not need them for

the Concept Hall (left) is Reebok’s number one presentation room in europe. Heckhaus planned and carried out the complete reconstruction including the electrical and lighting systems. at the StYle guide store lighting elements are also part of the design like a stylised racing bike (right)

Form and design language of the concept was reinterpreted from popular gyms. For Fitness First, Heckhaus developed a corporate architecture for their location in Frankfurt, germany

08 StYle guide - tOP StORY

tOP StORY

their intended purpose? according to a

survey by the Mackenzie Corporation,

which investigated sportswear buying

behaviours, 62 percent of respondents

said that comfort was the most impor-

tant factor to them, followed by value

for money and style. For most of the

people surveyed, functionality only

came in fourth to sixth place.

Piece by piece, this information for-

mulates a picture of the athleisure

buyer. What is striking is that despite

how it may seem at first glance and

what reports in the media may lead

you to believe, the target group is not

predominantly female. according to

the portal Hitwise, 40 percent of all

people searching for athleisure online

are men. this represents a potential

target demographic that should not be

overlooked.

due to the popularity of the sporting

leisure trend, several brands that origi-

nally did not produce sportswear have

now responded by either creating their

own sports lines or adapting their de-

signs to the trend. as such, athleisure

is not only everywhere, but has already

begun to exceed its own definition.

While there are a number of companies

that have adapted and aligned them-

selves with the trend, until now there

have been few recognisable spatial

concepts in this vein.

the research quickly made it clear that

a store concept would have to cater to

both men and women. in investigating

the target group in more detail, ano-

ther interesting point arises: it is not

homogeneous. Worlds collide within

this one demographic.

taking all of these figures and analyses

into account, Heckhaus developed an

idea, envisaging a fictional concept

store aimed at the heart of the athlei-

sure trend. the design simultaneously

focuses on fashion-conscious city-

dwellers and health-conscious millen-

nials - people born from 1980 to 2000,

also known as generation Y.

Heckhaus’ approach corresponds to the

agency’s real design process while also

reflecting its methodology for creating

brand experiences that touch people

emotionally. the room had to bring

together all of the relevant aspects and

objectives in a way that spoke to its

audience.

during the design process, Heckhaus

focused heavily on the fact that ath-

leisure is about much more than just

being able to wear sportswear fashion

in multiple contexts. Of course, this is

a neat little side effect which has und-

oubtedly had an impact on its success,

but there is much more going on be-

neath the surface. it’s about freedom.

the freedom to live an individual life-

style – and the freedom to express it.

it’s also about courage, self-confidence

and mobility, about breaking rules and

playing with conventions. the task

Heckhaus faced was to tell this story,

making it tangible and vivid by illust-

rating it through architecture.

“Spatially, we engaged with the idea

of breaking rules and playing with

training ground or shopfitting? Sports and athleisure as lifestyle makes gyms look attractive and inviting and gives retail spaces a real sporty look-and-feel

09tOP StORY - StYle guide

conventions by, among other things,

allowing ‘sporty’ objects to act as basic

elements within the space. So wall bars

become product racks, for example.

the catwalk has horizontal bars used as

a decorative element, while gymnastic

rings are used to frame the scene in the

right light,” explains Hecker.

the sense of different worlds coming

together is also true when it comes to

the fashion itself. individual pieces are

combined in a free, playful way which

is true to the “mix & match” concept. a

form and design language was derived

and reinterpreted from popular CrossFit

spaces in city parks and gyms. Striking,

geometric shapes lend definition to

the interior, maintaining the sporting,

urban character of the space while also

transporting the target group into the

new trend.

Bold colours were specifically selected

for the Plexiglas pedestals and shelves,

which, because they are transparent,

are not too dominant within the space,

instead serving as highlight modules on

which products can be presented. the

four main colours are yellow, orange,

pink and turquoise. Yellow and orange

represent joie de vivre and energy,

while pink screams self-confidence

and turquoise represents balance. the

mix of colours and their meanings is

symbolic of the characteristics and

needs of the target demographic – na-

mely “to see and be seen”.

the arrangement of the platforms builds

an abstract catwalk which extends over

the large mirror wall to the ceiling.

true to the athleisure style, sporting

elements are used to create contrast,

such as the suspended powder-coated

metallic product rails, which symbolise

stability and strength. at the same

time, round decorative lights made out

of gymnastic rings soften up the scene.

the flooring also contributes to the

overall look. With the appearance of

a gym hall floor, it actively causes the

customer to pause and consciously take

in the whole scene.

the entire room and the individual

product display units are all clearly

structured. this would allow any shop

owner to put special pieces right in the

centre, with the scenery set in a way

that really grabs attention. the shop

is laid out not according to product

type, but rather by matching different

clothing items together.

“the idea is to choose outfits freely,

combine them as you like and follow

the trend in an unconventional way,”

explains the Managing director. “So

why not wear an awesome pair of leg-

gings with your high heels on a night

out? We have chosen mannequins that

represent this idea, particularly high-

lighting the interplay between sport

and high fashion.” another aspect

that underscores the thought process

of catering to real lifestyle choices and

embracing the zeitgeist of our modern

times. Visitors can decide for themsel-

ves what they want and what they like.

Nothing is off limits. Welcome to our

era.

www.heckhaus.de

Clearly structured elements allow the mix & match concept to develop. at the same time, the shop front reflects with its windows the playfully combined athleisure store

10 StYle guide - PROFeSSiONal PROFile

PROFeSSiONal PROFile

Photo: Peter Neusser for Heckhaus

Jaromin Heckerat 43 years of age, this interior design and storytelling professional has a long career

that started as an outfitter and prop manager in the film and television industry. His

agency Heckhaus, founded in 1992, now provides project planning and implementation

for showrooms, exhibition stands and even entire shop fittings.

11PROFeSSiONal PROFile - StYle guide

at the age of  23 the Munich native

started his own company – ausstat-

tung Hecker – which later grew into a

30-strong team designing sets for film

and television. in 2002, the father of

two children renamed his company

Heckhaus gmbH & Co.kg, moving away

from the world of television to grow

into an agency specialising in desig-

ning corporate architecture.

“When i was around 29 years old, we

were visited by a Reebok employee.

He wasn’t interested in working with

yet another conventional trade fair

stand constructor. instead he wan-

ted an artist who could design and

implement a large, prominent booth

for the international gdS shoe fair

in düsseldorf,” recalls the company

founder. “this very successful project

was followed by a host of other trade

fair installations, 180  shop-in-shop

designs and implementation projects

in germany, austria and Switzerland.

[…] We gained a lot of experience in

branding and product showcasing. this

both attracted and strengthened many

more customer relationships in the

fields of sport, fashion and lifestyle.”

With a team of around 20 interior de-

signers, planners and strategists, plus

a large pool of freelancers across all

disciplines, Heckhaus now implements

international projects in the retail and

trade fair sectors.

an outdoors enthusiast, he lets his

creativity and flair for design run free

from a young age, creating his own

playground overlooking the theater-

hof: “as a little boy, i used to play with

my brother and friends in the playg-

round and the porch workshops of the

Munich kammerspiele theatre, and we

would use discarded decorations in our

games.” at the age of 14, he helped his

father – a costume, stage and fashion

designer – with tV advertisement and

film set designs alongside his school

work. “i grew up wandering between

the cutting tables of the seamstresses

and a gigantic stockpile of bales of

fabric at my mother’s house, where i

also came into contact with handicrafts

and artistic work at very early age.”

Jaromin Hecker stands as testament to

the fact that craftsmanship and a well-

founded understanding of design are

the best teachers: “i started out in the

world of television straight away wit-

hout any studying or apprenticeships,

and i grew quickly from there,” reveals

Hecker. at the age of  20, he became

head of the entertainment department

at Pro7, acting as a creative artist and

developing all of the decorations and

sets for popular german comedian

Michael Bully Herbig, among others.

So what attributes do set designs and

retail spaces share? “the great thing

is that in both sectors, it all comes

down to setting the scene perfectly!

Both audiences and customers need to

be drawn into an engrossing world in

which stories are told and brands are

positioned. With the ever-increasing

impact of online messaging, it is now

more important than ever to create

beautifully designed brand experiences

that can be discovered and explored

at first hand. Customer service and

appealing to all the senses are crucial.

to do so, we work with all media, such

as sound, custom matched scents and

materials selected for their haptic qua-

lities, to create a harmonious overall

experience,” he reveals – a level of

attention to detail typical of a fan of

elaborate cinema scenes. among the

projects in his portfolio, Hecker has

no specific favourite, but the agency

owner is always especially happy and

proud whenever a Heckhaus idea hits

the nail on the head.

When it comes to retail design, his

expert eye still sees a lot of room for

improvement. “the industry is chan-

ging. if you aren’t properly showcasing

your brand or product, or aren’t doing

anything more than just putting it on

the shelf, then you are going to fall

behind. Stories must be told in an

authentic way, and you have to be

able to feel it in the room!” and which

film narratives would the set designer

most love to adapt into a shop setting?

“Charlie and the Chocolate Factory and

Minions 2 – a department store for

children and their parents, but where

everything is completely tailored to the

needs of the children. a fantasy world

with surprises at every turn, where eve-

rything can be touched and tested. all

of the sales staff are friendly, never get

annoyed and are 100 percent responsi-

ve to the customers and children. there

are many possibilities in something

like that [...] - because children and

young people are tomorrow’s adults.”

text: Petra Brödner