A complete refurbishment and dynamic reconceptualizing of the Menswear Department in the iconic Alsterhaus, Hamburg, part of the KaDeWe Group.
In order to compete in today’s world of online shopping, a physical space must nurture and engage the user. The architecture, furniture and materiality all work to create a sensible experience which you can’t experience from a tablet or smartphone.
Today, Alsterhaus in Hamburg covers 24,000 square metres in an exclusive atmosphere comprising a historic structure and modern interior design. Norm Architects has completed a reconzeptualizing and total renovation of the menswear department.
By adopting a tectonic approach to space, the menswear department of Alsterhaus provides a unity of different universes, each with its own expressions and materials.
“We had a dynamic, tailored approach to each space. For example there is a notably domestic scale and sensibility to the fitting rooms; an embracing warmth. This con- trasts to the other areas in the store and in turn adds to the experiential quality of each user’s visit.”
Sofie Thorning, Senior Architect and Associate Partner