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Textile discount shop Takko will, for the first time, present itself with its own CI store concept. The first store
that was converted and opened is in Osnabrück.
"Experiencing discount as a new dimension of retail trade" is the motto of the Takko shopping centre in
Osnabrück. On an area of 600 m2, a new generation of discount stores was developed, combining supply with
necessities with a desire to experience things. For the PoS design, stylistic elements from the pioneering years
of the large supermarket chains of the early 70s were used: sturdy metal counters in the cash desk area, shelf
buffers, wide aisles and a clear orientation on the floor area. The concept was developed and realised by
Düsseldorf-based Schwitzke & Partner design bureau. Affordable fashion for the whole family - this product
message is communicated in a clear and unambiguous way. "It is up to retail design to depict all facets of a
brand story individually and unmistakably", explains Karl Schwitzke.
Objective: celebrate the topic of discount
The objective of the concept was to celebrate the topic of discount: affordable fashion for the whole family.
The segments of the range of goods are assigned clear colours, which can be found again on the walls, large
image picture further visualise the areas. This facilitates the orientation on the floor. the CI colour yellow
dominates the floor and the back wall. An absolute eye catcher is the treadmill suspended from the ceiling,
from which, in turn, special offers and new styles are suspended. A nifty trick: at the press of a button, it stops
for 20 seconds, allowing the shopper to take down the parts that interest them. HGV tarpaulins with see-through
plastic windows in front of the cabins, as well as a big children's play castle exemplify what it's all about:
straightforward shopping for the whole family.
"A shop always works on all senses. It is like a three-dimensional advert, a large-format placard and a TV spot,
all at the same time. This means that the brand message on the area must be made clear", explains Schwitzke.
"In doing so, we integrate local references from the surrounding streets in our interior design development, as
well as the specific architectural circumstances. Exciting materials, as well as a multi-facetted decorating
depth create rooms that pique the customers' curiosity".
Takko, Osnabrück, Pagenstecherstraße 135
Range of goods: ladies' wear, men's wear, children's wear, accessories
Opening: May 2004
Sales area: 600 m2
Concept and idea: Schwitzke & Partner, Düsseldorf
Yearly Subscription (12 publications 111,- Euro).
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