Retail Projects
Customer Experience | Storytelling | "Phydigidal" | Creative
New Division Launch | Karl Lagerfeld Jeans
We transformed Karl Lagerfeld’s retail space with a cutting-edge blend of design and functionality. The versatile T-CUBE showcases in-store messages, promotions, and products, with a complete toolkit including POS presenters, hangers, messages, and mannequins. Tailored for Generation Z, this innovative setup captures Karl Lagerfeld’s iconic unisex style, elevating your retail experience where fashion, music, and art seamlessly converge.
Photography & Video courtesy of Karl Lagerfeld
Customer Experience | Storytelling | "Phydigidal" | Creative
Flagship Store | CK | Paris Le Marais
Our goal was to transform Calvin Klein's Flagship store in Paris' Le Marais into a blend of Parisian charm and New York style, with a seamless consumer journey and new retail technologies.
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Striking light installations highlighted the interior, featuring the Calvin Klein monogram in illuminated opal perspex and a display of tubular lights cascading down three floors.
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We integrated digital elements like inspirational screens and service station tablets to enhance customer interaction. The fitting rooms featured high gloss, mirrored surfaces against a Prussian blue interior, and a customization "laboratory" expanded the store's offerings.
Photography & Video courtesy of Calvin Klein
Photography & Video courtesy of Calvin Klein
Customer Experience | Storytelling | Commercial | Design
Flagship Outlet Store | CK | Metzingen
Our first Flagship Outlet project focused on customer journey and sustainability by adapting a successful retail concept. We upgraded and redesigned, drawing from our creative journey in Paris’ Le Marais Flagship. Striking light installations unified the space while maintaining channel distinctions. Introducing a new denim journey and visual merchandising strategy enhanced functionality and the retail experience, complemented by digital enhancements like inspirational screens & service station tablets.
Ute Himmelberg, Senior Vice President
Calvin Klein VM | Windows | Store Design and TH Concept Design & Development
Pushing the boundaries of the outlet store, we were tasked with creating the "outlet store of the future" for Calvin Klein in Metzingen. With Christa leading the product presentation, we adapted the VM strategy and introduced a new denim experience. Her expertise in consumer journey, product, planning, communication, and display was key. We created a contemporary denim and lifestyle store with new communication methods and digital tools like service tablets and a bra fit guide. Christa's role was crucial to the project's success.
Customer Experience | 360 Storytelling | Strategy | Team
360Ëš Brand Strategy Event | Madrid
The project started with a detailed SWOT analysis involving key stakeholders from headquarters and regions to assess all retail touch points (Full Price, Outlet, SIS, and E-Commerce).
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In Madrid, a "task force of diversity" participated in a retail treasure hunt to immerse them in the brand. Using SWOT insights, feedback, visual evidence, and analytics, we tested new creative elements and POS concepts.
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Attendees provided immediate feedback via an app on ideas affecting customer experience, sales, operations, and visual merchandising. Roundtable sessions refined the needs, leading to a clear rollout strategy. Six months later, successful test-case launches across EMEA highlighted the project's impact.
Below are the impressive project success metrics.
Photography & Video courtesy of Calvin Klein
+40%
Net Sales
+30%
Traffic
+25%
AVT
Brand Ambassador | Inspiring | Educational | Trainings
Virtual Brand Event | Retail Training
During the pandemic, many preferred in-person interactions over online meetings. However, when face-to-face isn't possible, how do we foster engagement, connections, and creativity while preserving our values?
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We thought outside the box, focusing on community engagement through diverse activities and thought-provoking questions. We developed a Virtual Reality world with spaces for connection, brand exhibitions, store visits, and small group discussions.
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This immersive environment combined learning with leisure.
By cultivating brand culture and engaging employees, we've elevated visual standards and significantly boosted sales.
Photography & Video courtesy of Calvin Klein
Eamon Quinlan, 3D Spaces & Virtual Technologies
We realized together a VR - Metaverse event, way before the term “Metaverse” was widely known. It was one of the most exciting projects I have ever worked on and something the whole team involved was very proud of. This project optimizes, what Christa does best, she is bold and has the vision and courage needed to execute first of their kind projects.
Photography & Video courtesy of Calvin Klein
Customer Experience | Storytelling | Phydigidal | Creative
Headquarter | CK | Campus Store | Amsterdam
The new campus store of the future is designed to foster innovation, teamwork, collaboration, and support company growth. It serves as a "Test Lab" for the architecture and visual department to experiment with new retail strategies, creative directions, technologies, merchandising, customization, and customer service experiences.
Customer Experience | Storytelling | Phydigidal | Creative
Visual Guidelines | Visual Strategy
My goal was to deliver fully digital 3D visual guidelines that are inspiring, relevant, sustainable, flexible, and cost-effective.
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Photos showcase examples across all consumer touchpoints and distribution channels, while the video features a "Style Guide."
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The key advantage of digital 3D visual guidelines is the ability to model any store and merchandise, allowing analysis before launch. This approach enhances cohesive brand appearances in physical stores and improves efficiency in assortment building, merchandise planning, and layout design with clear zoning and capacities.
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Visual guidelines cover: In-store product presentations, windows, POS installations, styling, special capsules, showrooms, and visual essentials.
Photography & Video courtesy of Calvin Klein
Photography & Video courtesy of Calvin Klein
Customer Experience| Storytelling | Commercial | Creative
Visual Guidelines | Special Capsule
Through a shared vision, Heron Preston and Calvin Klein created a collection that embodies essentiality, sensuality, youth, and freedomuncommon yet universal.
Preston's designs transcend seasons and styles, aiming for a universal language that resonates globally. Based on these principles, we developed a visual strategy that fully embraces and respects the brand's culture, experience, and history.
Data | Digital Platform | One stop solution | Communication
Data Platform Development | Staff Training
The aim was to develop one platform for social & professional purposes to manage all tasks from a consumer experience perspective.
A one-stop solution with the accessibility from retail store to headquarter associates. Main objectives: Accurate data platform, considering privacy, security, maintenance and protection.
Photography & Video courtesy of Calvin Klein
Customer Experience | Storytelling | Commercial | Creative
Outdoor Wear | Omnichannel Experience | Europe
Storytelling is at the heart of every project I undertake, forming emotional connections with customers, particularly during purpose-driven shopping experiences like choosing outdoor wear. Our specialized visual strategy and omnichannel marketing activities aim to guide customers seamlessly from window displays to in-store, increasing dwell time, units per transaction, and linked sales.
Photography & Video courtesy of Calvin Klein