This flagship store for GEL manufactured high-end sleeping equipment like mattresses and pillows is Technogel’s first ‘Experience Center’ worldwide. The shop concept is composed of two clearly defined areas: On entering the store, the visitors are center to an interactive ‘Experience Area’. Here they playfully familiarise themselves with the gel as a high end material. In the ‘Product Area’ mattresses and pillows are shown in a contemporary setting, avoiding a dry lined up scenario often associated with mattress stores and creating an environment that lets customers envision how the mattresses would fit into their own homes. The ‘Experience Area’ encourages visitors to explore the innovative material, to learn about the benefits and explore the brand. Through a unique interactive multi sensual media installation on the 'Experience Wall' the customers can playfully engage with the gel through touch, scent, sound and vision. The elegantly curved built-in furniture has a multitude of integrated gel displays, giving the space a light, free-floating feel. The 'Product Area' is a well curated living space featuring a center piece accessorised bed setting on a raised monolithic platform. Hidden inside the raised level platform are pull-outs for mattress models conveniently accessible when needed but concealed at all other times to assure a crisp scenario. For prospective locations, the shop interior design is scalable to fit into different store sizes and shop-in-shop situations.