Hunkemöller wanted to evolve from a highstreet retailer into a highstreet brand. They asked for a full-scale brand reset, staying in touch with the old, but firmly embracing a new approach. The new flagship store concept is based on a light and airy hotel, which has all the comfort of home, but is nonetheless a little more mischievous and mysterious. With the store design geared to self-assured women who know what they want, the concept gives you litterally a glimpse of her life. Fragments from diaries in handwritten quotes and graphics form an enormous chandelier against the wall empty space. We sharpened the black-and white color scheme and added a stylish pink. A whimsical bow replaced the dots on the ö and is set to become a new signature element for the brand.
In collaboration with Serge Haelterman
Images & design property of Creneau International