FIT FOR THE FUTURE

One retail revamping closer to the future of retail: After an in-depth redesign, Swiss premium department store Jelmoli shines in new splendor. As part of its transformation, LIGANOVA prevailed over multiple competing agencies to recreate two of Jelmoli’s retail spaces, ‘Kids’ and ‘Spotlite’. By pursuing a holistic omnichannel approach and adding multiple experience dimensions, almost 1,500 square meters of space in the Zurich department store were turned around with the overall purpose of becoming more future-proof. In this process, an area for every age group has been created, taking into account design, layout and color scheme, in which they can find themselves.

The ‘Kids’ area, which opened in September 2021, now appeals to its youngest audience with a swing, a climbing frame and magic walls, and also offers entertainment for teens with a halfpipe and a gaming area. Shortly thereafter, ‘Spotlite’ was introduced: An oasis for street style that targets young adults and was inspired by Jelmoli’s eponymous concept from the 1970’s. Besides inspiring brand and product experiences, it moreover serves as a community platform, with a spacious lounge and its very own bar, The Spot, inviting visitors to linger a little longer and get to know other Jelmoli shoppers. Alongside ‘Spotlite’, a shop-in-shop area for Adidas Originals also was designed and integrated, featuring three custom highlight elements by Zurich artist Mara Tschudi (Studio Surface Service).

LIGANOVA was responsible for the concept and the idea for the tendered transformation project, the translation into an implementable design, as well as the realization process on-site.