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Breuninger SAX

Studio Alexander Fehre

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Along the mirror wall mannequins present the latest looks on stage. - Philip Kottlorz
The centre of the ring: a sparkly, velvet sofa. - Philip Kottlorz
Blurring the lines between fashion and interior: the futuristic and playful take on a circus themed office. - Philip Kottlorz
Along the mirror wall mannequins present the latest looks on stage. - Philip Kottlorz

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Sponsor
Comments
Innovation
Functionality
Creativity
Eco-Social Impact
Total
JURY VOTES
Large Office
7.36
7.57
7.57
5.36
6.96
Anne-Rachel Schiffmann
Anne-Rachel Schiffmann Director of Interior Architecture at Snøhetta
It is artfully taking the circus co...
9
9
9
7
8.5
Veronica Givone
Veronica Givone Managing Director Hospitality at IA Interior Architects
6
7
7
5
6.25
Leni Popovici
Leni Popovici Founding Director and Partner at KAP Studios
I love the playful joy and celebrat...
8
9
8
5
7.5
Sonia Tomic
Sonia Tomic Senior Associate, Head of Furniture & Materials at Universal Design Studio
7
7
8
5
6.75
Tina Norden
Tina Norden Partner at Conran and Partners
8
7
7
5
6.75
Stefan Weil
Stefan Weil CCO at Atelier Markgraph
Indeed not the first who translates...
8
8
8
6
7.5
Justine Fox
Justine Fox Cofounder | Colour Specialist at Calzada Fox
Great use of highly contrasted ener...
8
8
8
5
7.25
Gudy Herder
Gudy Herder Trend Consultant at Eclectic Trends
6
7
7
5
6.25
Mengjie Liu
Mengjie Liu Cofounder at Sò Studio
6
8
6
5
6.25
Yifan Wu
Yifan Wu Cofounder at Sò Studio
6
8
7
6
6.75
Ruud Belmans
Ruud Belmans Creative Director at WeWantMore
It just works. A very smart concept...
8
8
8
5
7.25
Omar Abdelghafour
Omar Abdelghafour Founder Principal at Light Space Design
on brand playful fun and detailed...
8
6
8
6
7
Liam Doyle
Liam Doyle Principal at Jump Studios
8
8
7
5
7
Christiaan Fokkema
Christiaan Fokkema Partner at Hollandse Nieuwe
I really appreciate the boldness of...
7
6
8
5
6.5
Comments
Innovation
Functionality
Creativity
Eco-Social Impact
Total
GRAND JURY VOTES
Shortlisted - Large Office of the Year
7.49
7.66
7.76
5.36
7.07
Bill Bouchey
Bill Bouchey Principal - Director of Design Interiors at HOK
This group of settings and graphic...
8.02
8.02
7.98
5.36
7.35
Luís Pedra Silva
Luís Pedra Silva Founder and Lead Architect at Pedra Silva Arquitectos
7.36
7.57
7.57
5.36
6.97
Leni Popovici
Leni Popovici Founding Director and Partner at KAP Studios
A showstopper! This very flamboyant...
7.36
7.57
7.57
5.36
6.97
Sonya Simmonds
Sonya Simmonds Global Head of Design & Build at Spotify
Innovative fun space - as content c...
7.36
7.57
8.09
5.36
7.1
Michelle Wilkie
Michelle Wilkie Design Director at tp bennett
Interesting bold use of colour and...
7.36
7.57
7.57
5.36
6.97
Client
E. Breuninger GmbH & Co.KG
Floor area
4500 ㎡
Completion
2021
Interior Designer
Calina Hohberg
Interior Designer
Rita Enns
Interior Desiger
Lena Riexinger
Interior Designer
Alexander Fehre

Hybrid Office 2021: Blurring lines between office, conceptional space and photo studio Sometimes a circus is not just a circus. Sometimes it’s more than that. More than a ring, a wagon, a tent or even a troupe of artists. It can be a backdrop, a mirror or inspiration. At the Breuninger logistics centre in Sachsenheim, the circus combines all of this - and even more: interior architecture, creative engine and workplace for one of the leading German fashion retailer’s content production department. Studio Alexander Fehre, based out of Stuttgart, Germany, designed the entire project. Entering the 4500-square-metre corporate division’s workplace, one instantly gets drawn into the crazy, colourful, swirling and whirling world of this fashion circus. The introverted nature of the building, as well as its’ location, make all of it seem even more fantastical: situated in an industrial area on the outskirts of the city, far away from the urban lifestyle. For security reasons, the building is entered via an underground tunnel. Once inside, the visual explosion instantly captivates one’s eyes– it’s showtime! Large, curved tiered steps, shining in the purest white, sit in front of a glistening, corrugated metallic wall. On top of that an outward-radiating, red floor graphic, dynamically pulls the viewer deeper into the room. A red and white ball, that might as well be spinning on top of a trained seal’s nose, is the only indicator, that this is in fact a workplace. Integrated into this ball is a screen, that provides information about the time and place of the upcoming photo shoots. This circus is home to the creative department in charge of staging the fashion on Breuninger’s web shop. Before being ready to be presented online, these items first need to go through quite the process. Which is why the content production is in a perpetual state of hustle and bustle. A constant coming and going of photographers, models, copywriters and stylists. An overflowing array of dresses, shirts and suits being wheeled around on clothing racks. Someone is always ironing and folding, measuring and recording, photographing and texting. Everything swirling around at all times. But, what at first glance may appear random and chaotic, actually is part of a functioning system. It’s a well-oiled machine, running on fixed tracks: after the goods arrive at the warehouse and pass through the preparation and shooting stage, they reach their final destination: the appearance on the online shop. The creators here are young, fascinated by fashion and eager to capture it in the perfect (spot-)light. They are all part of the fashion circus - and there it is again, the fashion circus. The association that became the foundation for the entire interior concept. Because the day-to-day work life in the content production feels like a never-ending fashion show, the ensemble of clothes on hangers and racks resemble a catwalk’s backstage area, the circus reference seemed obvious. Studio Alexander Fehre deliberately created this workspace as a conceptual counter-design to the usual office environments. The design aims to be provocative, carrying a sense of avant-garde and creative playfulness. Just the way fashion presents itself on the many catwalks of this world. But this isn’t the only reason for the circus theme. It was also created to fulfill the brief set out by Breuninger, to show the young employees their appreciation and give them a sense of identity within the company. And of course to provide a creative playground. The interior architects were aware that they would be walking a fine line with their distinctive concept – but isn’t that also what trapeze artists do? This playful, “wink of the eye” approach is also reflected in the workplace’s individual areas. The lights in the central kitchenette look like plates from a juggling act, while the long table merges into a parade of round plates. A round shimmering sofa, purposely irregular looking, due to the iridescent velvet upholstery, is the central meeting spot. Another meeting zone is located behind lattice fence elements, in which the seating elements seem like restless ponies waiting to break out and perform. Whiteboards that are inspired by wheels of fortune or lion tamer’s hoops – the circus theme keeps popping up in exciting ways. While seating balls seem to spin around the round table of the open conference area in concentric circles, pieces of clothing are lined up on racks, just like spectators waiting to enter the main tent. The combination of creative playground and highly functional office areas offers the utmost flexibility. While the photo boxes are the actual designated places for photo shoots, the entire work space can be used as sets for the content creation. The material world, consisting of mirror foils, corrugated profiles, wire mesh, PVC and screed paint, provides a variety of cool photo backdrops. This, too, is entirely in line with Studio Alexander Fehre's working method. The Stuttgart creatives work very individually, according to the task, budget and the project goal. They place great value on understanding and taking on the client’s point of view. It’s these wishes that have to be answered consistently and ultimately be fulfilled. As was the case in this project: to show the young staff just how much they’re appreciated by the company. The desired identification follows naturally. Together with all the many ideas that soar beneath the circus tent.