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• Softline Specialty Store up to 3,000 sf
• Softline Specialty Store 3,001 to 7,500 sf
• Softline Specialty Store 7,501 - 25,000 sf
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2012 Design Award Winners

Softline Specialty Store 7,501 - 25,000 sf

Grand Prize

Victorinox Flagship Store Düsseldorf, North Rhine-Westphalia, Germany

This modern and innovative store design embodies the philosophy of the Swiss company. All elements, inclulding form, color, material, and light, are intertwined to contribute to the brand recognition. Theatrical depictions throughout the space showcase the products and build relationships with customers. For example, a knife assembler placed in the basement at a small work place with original equipment from the company’s collection provides an interesting place for customers to have products engraved. A ready-to-use show kitchen allows customers to try out products. A kitchen block on the upper floor provides a venue for special events with top chefs, also lending to the theatrics. The space features oak, rough brick walls, and black steel materials to represent the identify of the famous knife and its red color.