Telekom Flagship Store Efficiency, Schildergasse in Cologne
Client: Telekom Shop Vertriebsgesellschaft mbH, Bonn
Sales floor approx. 300 m²
Shop-Design: Design Studio Art1st, Budapest
Completion 2013
Photos: Stefan Schilling
Deutsche Telekom is about to open its second Flagship Store in the best city location, on Schildergasse in Cologne. Following Frankfurt, this is the company’s second Flagship Store. An entirely new layout and service concept combined with innovative design, which meets even the highest technical standards, has been implemented at an existing location. The sales floor, in the past hardly visible by the customer on the upper level, was transformed into a transparent shop radiating positive energy. The objective of the redesign was to enhance the existing structure’s character with its light-colored tuff facade. The intention was to configure the new two-level shop window for better integration overall. The opening, which exceeds half of the building width, is defined by a surrounding steel frame. This steel frame together with a cross-shaped subdivision provides load bearing capacity and reinforcement functions. Anti-glare white glass was chosen to ensure maximum transparency offering a view deep into the shop without interference from light reflection. The window frames are hidden by the supporting structure of the giant shop window. The largest windowpane measures approx. 3 x 5 m. Another special feature is the addition of a sliding window, which appears to have no visible frame. It converts the second upper level into a “City Gallery” offering direct communication with passers-by in the pedestrian zone. We modernized the outdoor signage to reflect the current corporate design of Deutsche Telekom. The new steel stair stringer is self-supporting. It leads the customer through a generously illuminated open space to the upper sales floor. White high-gloss finish was selected for the store [interior] design. Large-scale LCD monitors inform the customer of the latest products and services offered by the telecommunications company.
This project is the second contract for the realization of a new Telekom Shop, which was awarded to JSWD Architekten.