The first Bosch monolabel store in Europe was recently opened on Mariahilfer Strasse in Vienna, Austria. The Store Makers at Umdasch were responsible for the concept, design, planning, implementation as general contractor and shopfitter, as well as the latest digital retail solutions; and created a remarkable presentation across an area of 400 sq m.
The concept by Umdasch enabled the store makers to establish the brand identity of Bosch in this first store, and create space for innovative products and competent advice from the German manufacturer of domestic appliances. With immediate effect, the visitors to Bosch can not only view the products, but also experience them live in the Austrian capital.
The technology which makes everyday life simpler and more relaxed will enable people to have more time for the important things in life. One can immerse oneself in the world of Bosch domestic appliances, and experience the innovative solutions firsthand. That and much more is possible in the new brand world of Bosch domestic appliances.
“With this store we want to establish a connection,” explained managing director Michael Mehnert at the opening, “and to experience the brand of Bosch Domestic Appliances more actively together with the consumer and the specialist retailer.”
A concept to make customers feel at ease
To create an atmosphere in which customers feel at ease; to make them relax; to create a comfortable product landscape and set accents with warm colours – these were the thoughts accompanying the entire concept phase for the Bosch monolabel store, and are reflected in all facets of the shop.
For the Umdasch Design Team around Alfred Leitl it was a very special project: “It was exciting to develop a concept which goes hand in hand with the corporate identity of Bosch.”
As soon as the visitor enters the store, Bosch conveys the feeling of “visiting friends”. With an exciting material mix, the Store Makers created warmth and cosiness in the shop. The light fronts are combined with surfaces of oak and anthracite-coloured tiles, and are integrated harmoniously into the design, presenting the products perfectly together with the lighting concept.
The various areas – from washing machines to vacuum cleaners to kitchen appliances – are presented differently, and guide the customer through the entire store by providing orientation. The nucleus of the store is the kitchen in the center, which is entirely outfitted with the latest generation of Bosch appliances. It is an ideal place for individual conversations and advice, as well as product presentations.
With digital solutions into an innovative future
The brand aim of making everyday life easier through modern technology is not only a constant element throughout the full range of products, but is also present throughout the entire store. Digital equipment by Umdasch has been installed across the 400 sq m of the shop, and completes the uniquely inviting world of Bosch. The experts at Umdasch Digital Retail installed electronic price tags and an array of exciting digital signage solutions.
There is a video wall with four screens and a display in the checkout area illustrating the latest product information. With a so-called Air Play application in the Smart Home area, the advice from the sales staff is available on a tablet, or the image can be projected onto a large screen. Thanks to the multimedia technology, customers can be given advice in an improved, interactive way.
For generations the name Bosch has stood for pioneering technology and outstanding quality. Bosch household appliances have served this aim for over 80 years. Like Bosch, Umdasch Shopfitting is a company that has a history rooted in tradition, which has grown through innovation and been visionary in its activities for the past 150 years.
The first Bosch monolabel store in Europe. Images: Umdasch
About the monolabel store
Location: Vienna, Austria
Sales area: 400 sq m
Opening: 12/2017
Umdasch’s Service: Consulting, Project Management, Manufacture, General Contracting,
Installation, Lighting, Digital Retail
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