Schiesser - from design to turnkey realization

Case study
Schiesser design and turnkey realization

SchiesserStore rollout BeNeLux

The task:

Schiesser is a brand for stylish and functional underwear and nightwear, for men, women and children. Its origins date back to 1875, when Frenchman Jacques Schiesser introduced modern tricot: a sturdy knitted fabric with a portion of elastic yarn, aimed at high wearing comfort. That product philosophy – comfortable and functional – was also to be felt in the retail environment.

The challenge was to translate a clear store concept into a feasible roll-out for the Benelux, suitable for both full-service stores and outlet stores. In such projects it is not just about ‘beautiful design’, but about consistency, feasibility and speed: a store must be clear to customers, logical for staff and technically feasible within the constraints of shopping center, permits and planning.

In addition, the Schiesser concept calls for a layout that is product-oriented and restrained: not the store “screams,” but the product takes center stage. That means: clear segmentation, transparency in layout, and functional details (such as appropriate storage and presentation systems) that support a quick rollout without sacrificing quality.

The approach to a scalable solution.

NewArmstrong worked from one starting point: functional design that safeguards the concept while being feasible in multiple locations. The Schiesser stores were therefore given a transparent layout with a central service cabinet as the organizational heart. This service furniture has two positions for checkout and product packing – designed for efficiency and service flow.

The position of the employee was also deliberately chosen: not facing the façade, but facing the store, so that customers in the store can be better served. Wall shelves in wood make product segments legible, with a visual above the segments as a recognition layer. Wall shelves are configurable for hanging or laying clothes and can slide out to accommodate size bows; center furniture is in white round steel tube with simple hook systems and complementary baskets for actions and small goods. For nightwear, fitting rooms are included that are not visible from the store due to a wall with mirrors, ensuring privacy when trying on.

In order to test design choices quickly and concretely, the designs were made in a 3D model. This makes it possible to discuss choices with the client and show shopping centers clearly what will be realized. The design phase thereby takes 2 to 3 weeks.

The design was then translated into a clear drawing set with which permits were applied for and tenders for contractors and installers were executed. In the turnkey approach, NewArmstrong takes responsibility from design to commissioning, within pre-agreed specifications and budget – with a single point of control for quality, coordination and execution.

Strong
in functional design

Deliverables

Store design and technical drawings for Schiesser locations in the Benelux, based on the Schiesser concept for full-service stores and outlet stores.
3D design model as communication tool for design choices towards client and mall.
Drawing set for permit applications and procurement processes with contractors and installers.
Turnkey execution: design, project management and turnkey delivery under the responsibility of NewArmstrong.
Preliminary process with inclusion and scope definition through clear drawings to reduce execution risks and competitive procurement.
Deployment of a European network of installers, builders and shopfitters.

A store concept that supports the brand values.

The result is a store concept that supports Schiesser’s brand values with furnishings that are functional, restrained and centered on the products. The transparent layout and central service furniture structure the shopping experience and strengthen the service flow. Segmentation in the wall units and flexible shelf systems provide clear presentation of product groups, while fitting rooms ensure privacy for nightwear and fittings.

In execution, the turnkey approach provides maximum relief: the client has a single point of contact, while NewArmstrong integrally manages design, project management and delivery. By doing a good survey in advance and sharply defining the scope with a clear drawing set, risks in the execution are reduced and procurement and realization can be faster and more competitive. The execution phase here takes 4-5 weeks.

Strong
in successful openings

The role of NewArmstrong

NewArmstrong fulfilled for Schiesser both the role of design and drawing partner (design, 3D model and drawing set for permits and procurement) and the role of turnkey contractor (project management and turnkey delivery)