Press News

11-11-2021

Retail experience by LIGANOVA: With Spotlite, Jelmoli launches an innovative shopping space for young adults

Creating a holistic journey for customers through a variety of interactive dimensions: That was the goal LIGANOVA’s Brand Retail Experiences experts strove for while re-imagining and designing this space for the traditional Zurich department store, now measuring just under 1,500 square meters. Now, on the heels of the new Kids department, another has opened its doors: Spotlite, a streetwear space focused on young adults.

Stuttgart, November 11, 2021 – Thanks to light installations, rotating showcases for young and local artists, and even its very own bar, shopping at Jelmoli is now an exciting prospect for streetwear fans and sneakerheads, too. After the successful opening of the Jelmoli Kids department in September, LIGANOVA’s Brand Retail Experiences set their sights on redesigning around 1,500 square meters of space. The goal: to provide a space for surprising, inspiring brand and product experiences. The Spotlite space is intended to become a community platform, with a spacious lounge and denim and sneakers area featuring digital elements and current trends and styles. Its own bar, The Spot, invites visitors to sit and take a short break or get to know other Jelmoli shoppers. Another highlight is the integrated Adidas store, for which LIGANOVA was lucky to engage the design expertise of Zurich-based artist Mara Tschudi. “It was a pleasure to accompany Jelmoli on its retail transformation journey,” says Mathias Ullrich, Managing Director Experience Solutions at LIGANOVA. “As a new destination for experiences, Jelmoli is now ideally situated to handle changing customer needs and current consumer trends.”

Last spring, Jelmoli awarded the contract for transforming the department store into a “center for experiences” to LIGANOVA after hearing the latter’s pitch. Now that the final space has opened its doors, the Stuttgart-based company is successfully concluding this transformational project. The guiding principle of its “Experience Design” concept for the entire space involved staging the brands and products in an inspiring, surprising way, as well as continually adding new highlights through the inclusion of a curated program (one example of this: the exhibition space for young artists). Jelmoli has adopted a range of approaches to ensure that it will always be able to generate new opportunities for activation and create new draws for visitors.

Nina Müller, Jelmoli CEO: “After the comprehensive restructuring and redesign of our children’s area, we’re now thrilled to follow up this successful collaboration with Liganova with the reopening of our streetwear space Spotlite. We believe that the creativity and innovation behind the design concept will make this shopping experience unique for our customers and cement Spotlite as the streetwear destination in Zurich.”

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