The Editorial Store
Unger, Uzwei Store Branding & Packaging, 2014
Unger, the Hamburg-based, tradition-rich fashion house, opened their “little sister” store. They called on MUTABOR’s Identity Design unit with the mission to develop an image that does justice to the offshoot’s trend focus and appeal to a younger, female target group. The result: the “Editorial Store”, bringing to life the concept of a fashion magazine as retail store: It offers a selection of trend labels, flowers, café and beauty products all to the highest aesthetic level and in an atmosphere that invites customers to stay for a while and be inspired. The visuals connect elements which reflect the relationship with its more traditional parent company using modern stylistic devices. The Unger’s “U” has generated a second (in German: “zweiten”) store: Uzwei. A striking word mark combined with an expressive pattern, which is reminiscent of a water reflection and optically animates its location on the canal. The look of the “Zwei” brings to mind embroidery visualizing Unger’s heritage. The copper element is derived from the particular copper architecture of the Kaisergalerie, the store’s location. The High Fashion area receives its own branding in a classic black & white with copper elements. Another attraction is the ceiling-high light sculpture that colorfully interprets the Uzwei pattern depending on the natural light throughout the day. A new image was born equipping Uzwei with a long-term, continuous transformability and reinvention laying the cornerstone for the new fashion brand Uzwei. The store opened in Fall 2014.
For the store’s opening, a microsite was launched for three months. Each department got its own fashion model and the photos were then cut into a mix-and-match game, so that the user could create their own look and experience first-hand the Editorial Store’s concept.
Logo Design, Brand Design, Corporate Design, Packaging Design, Labeling, Kommunikationsmaßnahmen, Signage, Retail Design, LED installation