Hirmer: New furniture for the traditional fashion house in Munich


The facade of the main building of Hirmer, decorated with numerous geraniums, offers tourists a popular photo opportunity in the bustling „Kaufingerstraße” in Munich. Visitors to all over the world have also been welcomed in the business for over 100 years - now in an ambience with high-quality interiors by umdasch The Store Makers, designed by the architecture bureau Gruschwitz.


Fashion-affectionate men feel comfortable in the fashion house Hirmer: Here the customer consulters take time for the wishes of the male clientele and ensure that a great attention is given to everyone. Over 300 employees offer excellent advice and ensure a personal feel-good atmosphere on a total of 9,000 m², always with the aim of providing an incomparable shopping experience.


New interior

The ground floor of the five-storey building with its generous display windows serves as an eye-catcher for passers-by and has been completely redesigned over an area of ​​around 1,000 m². It took nine months to complete the renovation, which was completed in six construction phases without affecting ongoing business. Like the range of goods and services, the new furniture should also make an excellent impression - a claim that the Store Makers of umdasch are well aware of.

The concept was designed by Gruschwitz in cooperation with Albrecht Prinz von Croy (Hirmer). For this meticulously selected materials such as ash and brass were used. Especially on refined surfaces, such as burnished steel parts, special attention was paid.

Extravagant surfaces

Planks made of solid ash wood bring structure in the furniture due to seemingly floating fixed built-in tables. In the treatment of the stained and oiled wood elements, despite the rustic character, a modern appearance was respected by the fact that all surfaces were sanded smooth by hand.

The metal parts were also designed with a special surface: The matt, semitransparent black-and-white look created by means of a powder coating preserves the material character of raw steel. At the cash desk customers can expect a board made of burnished, waxed brass, which corresponds to the existing entrance area and together with the very valuable traditional shell limestone floor quotes were served, which can also be found in the architecture and cityscape of Munich.

"We achieve the spatial effect with great gestures. Supported by valuable details, a design becomes a coherent overall concept, "explains Joachim Nieters, Head of Design at Gruschwitz.


Highlights and attractions

Technical highlights such as the video wall in the shop window or the columns, which are completely covered by digital signage screens, convey professional messages about the service offered by the fashion house for men. Among other things, the screens inform about the so-called "men's card", the customer card from Hirmer. In addition, selected brands and products will be presented at so-called fascination points in the context of cross-selling: Special glass frames in semitransparent dark blue are eye-catchers and set the goods skilfully in scene.

After the successful implementation in the Munich headquarter, the renewals of the next stores for Hirmer are already planned with umdasch.

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