Vizona collaborated with architect Francis Kéré to develop a new shopfitting concept for the fashion label Betty Barclay. A pilot project was implemented in a shop-in-shop of just under 30 m2 in the Engelhorn department store in Mannheim.The Betty Barclay brand embodies the spirit and lifestyle of modern women who enjoy fashion that is invariably feminine, and ensures they are stylishly attired for both work and leisure. The brands own collections and licensed products are available in around 70 countries and are sold by approx. 4 000 retail partners, Betty Barclay stores, Betty Barclay shop-in-shops and specialist departments in high-end department stores.When choosing to collaborate with Vizona on the development of a new shopfitting concept, Betty Barclay selected a company that has over eight decades of experience in the implementation of stores for retailers and major brands worldwide. Interdisciplinary project management teams collaborate closely with clients and architects, bringing outstanding creativity as well as technical expertise and organizational skills. The services of internationally renowned architect Francis Kéré were also secured for this project. Betty Barclay’s request for modern design and attention to detail and the quality of Kéré’s ideas, combined with Vizona’s technical know-how and experience, produced a unique result.
The decisive feature of Kéré’s design idea was that the back wall formed the point of departure for the development of the entire concept. The result is a specially designed shelving unit made of oak slats that are joined together using threaded rods and sleeves. Individual wall elements can be opened out at five different heights and fitted with powder-coated shelves, with or without a hanging rail. The result is a system that offers virtually unrivalled flexibility and modularity, can adapted to changing flows of goods and guarantees a high-quality display.The wooden elements are attractively separated by a concrete effect wall fitted with a backlit Betty Barclay logo. This elegant eye-catching feature offers good visibility, enhancing the display wall and the easily reconfigurable shelving units.A discerning selection of colours and materials also contributes to the inviting atmosphere. The elements developed for mid-floor use, such as tables, plinths and mirrors with wheels, match the materials that can be found on the back wall: pale oak wood, concrete look surfaces, silver grey or galvanised rose gold finishes are subtly coordinated and embody the characteristic brand values of Betty Barclay collections.
