Store Fitting: Immersive in-store experience in Hamburg
How do you turn a changing room from a functional necessity into a place where emotion and function merge to create a unique touchpoint?
Idea
A holiday feeling in the heart of the city
For the SportScheck store in Hamburg, we deliberately broke with the traditional image of the fitting room with our "MOIN MOIN Beaches" concept. Instead of treating them as a mere necessity, we transformed the space into an immersive North Sea beach experience right in the middle of the city. This turns a brief, intimate moment of the store visit into an interactive experience, bringing the holiday feeling directly onto the shop floor instead of just talking about it.
Concept
Two worlds, a journey through color and texture
The room is designed as a journey between two moods. One side features the warm pink tones of a sunset, while the other captures the cool blue of the open sea. Water level indicators as a tactile detail catch the eye and turn a quick change of clothes into a playful moment—function and experience are so closely intertwined here that they can no longer be separated.
Realization
From design to installation during ongoing operations
From the initial sketch to final on-site assembly, creation, logistics, and production merged into a seamless process. A modular system developed specifically for this project ensured rapid implementation on the floor. Despite the intricate design, the elements were installed with high efficiency and flexibility, even while the store remained open for business.
A place no one wanted to spend time in becomes a place to remember.
Impact
The beach-inspired staging elevates the design of the fitting rooms, anchoring them as an approachable touchpoint within the store experience. By blending function and emotion rather than letting them conflict, an overlooked utility space is transformed into a memorable destination that strengthens the SportScheck brand.
