To achieve a unique and compelling story for their latest retail project, the Concept Fashion Store in Lochristi near Ghent, Belgium, King George went all out by incorporating a horticulture theme that is found in the city's past and present. King George, which has completed four other stores for Concept Fashion, designed the store in Lochristi around a central coffee bar. Handbags and shoes are displayed in black greenhouse-like structures, which were custom built by a local greenhouse specialist. And the piece de resistance is the vertical garden, which stands 26 feet tall and rises from the ground floor to the roof of the first floor.
“As people travel these days and can also shop online, they are becoming increasingly spoiled. These spoiled consumers therefore require pampering to an ever greater extent. It’s about service, for sure, but certainly also the interior design and the story you want to tell them,” says Nicolas Block of King George creative agency.
Three large tree trunks each measuring about 20 feet tall and clad in multi-colored strips of reclaimed wood lead customers to the first floor, where arched tubes form a striking passageway. The fitting rooms are made of corrugated metal, a reference to storage sheds made out of this material in the horticulture sector. A specialized water and lighting system keeps the vertical garden healthy and vibrant year round.
The coffee bar is Scandinavian in style and sports furniture by Hay. It comes equipped with a professional barista machine, which makes customers excellent coffee and adds to their luxury experience. And the checkout zone is designed to invoke in the minds of locals the ‘home’ of the imaginary flower growers, who always live on the street side of their nursery.