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Brief Published: 20 Dec 2012

Creative Wine-Store Storage Concept, Stuttgart


German wine retailer Weinhandlung Kreis is pushing the creative boundaries of the usually relatively sedate alcohol sector with an inventive, matrix-esque visual merchandising scheme in a new store concept in Stuttgart.

The clever yet simplistic modular shelving system is formed using gridded cubes made from welded steel. Grouped together, the modules spread across the space, lining the walls and protruding outwards at staggered intervals.

Adding atmosphere to the industrial styling (the base colour of the store walls is black), the steel cubes have been drenched in colour. Warm colours including yellow, red and orange proliferate through the main shop interior upstairs, while cool colours such as grey, blue and green permeate the sales room downstairs.

Designed by local German design studio Furch Gestaltung + Produktion, the concept doesn’t just look good – it’s also focused on beefing up capacity. Each shelving unit has enough space to store 25 bottles, allowing the store to showcase up to 12,000 bottles in just a 70 sq m space. The fact that the stacking system effectively replaces the need for additional furniture or retail props further maximises the use of a compact space.

The combination of horizontal racking plus a clipping system – which allows the bottles to be displayed on the front of the unit in an upright position – means that each shelving unit is also versatile enough to support any bottle shape.

For more examples of how retailers are creatively tackling compact store environments, see Compact Stores. For further information on retail concepts with a simplified, built-in approach to store furniture, see Packaging Meets Store Concepts.

For more on the strategic use of extreme colour contrasts (both in and beyond the store environment), see our profile on architect Rafael de Cardenas: New York’s King of Colour and the A/W 2014-15 colour concept, Polarised

Weinhandlung Kreis

Furch Gestaltung + Produktion