Projects

19/12/2017

A "design-based" experience at Cecil Retail Laboratory by Studio Joanna Laajisto

It should be possible to experience fashion with all of our senses and this is only possible in local retail outlets. This is something Cecil, one of the top five suppliers of ladies’ fashion in Germany, is firmly convinced of.

The heart piece of the store in Oberhausen is formed by the central communication desk which has been given a very special attire.

Communication desk as a central element

The Cecil Retail Laboratories focus on competent and individual consulting with the key element in the store in Oberhausen represented by the central communication desk Supported by digital multimedia tools delivering detailed product information, suggestions for outfits and brand-specific aspects, female customers are advised here individually while payment and packing processes are also handled, thereby subtly and elegantly transcending the classic payment transaction – which is often perceived as a barrier.

The main material

Designed by Studio Joanna Laajisto, Helsinki, the communication desk presented as an eye-catcher features some special attire: “I was looking for an authentic material which is familiar to customers and something they like to touch. Ultimately, I was won over by ceramic tiles in general and the Craft series by Agrob Buchtal in particular. This unique architectural style evolved from a combination of strip-tile format, glossy glazes and the colour olive green flamed which harmonises wonderfully with the other materials such as natural oak used in the store.

Nowadays, ceramic tiles are largely manufactured horizontally by means of rapid firing and in roller kilns. In contrast, the wall tiles in the Craft series are manufactured vertically via long-term firing in a classic tunnel kiln where the natural play of fire creates an earthy archaic appearance while also permitting the production of unique tiles whose high-gloss glaze and impressive optical depth are extremely convincing.

“We took advantage of the creative freedom granted to us by the Craft series and used the strip-tile format in a linear arrangement, both vertically and horizontally. This made it possible to emphasise proportions and transform traditional values in contemporary shapes into a modern interpretation”, explains Joanna Laajisto.