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Press Kit
| no: 2506-03
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Press kit - Press release - How to Dress - AGROB BUCHTAL

How to Dress

Oberhausen, Germany

AGROB BUCHTAL

Cecil Retail Laboratory by Studio Joanna Laajisto


Schwarzenfeld, Germany, 2017-12-19 -

It should be possible to experience fashion with all of our senses and this is only possible in local retail outlets. This is something Cecil, one of the top five suppliers of ladies’ fashion in Germany, is firmly convinced of. In so-called Retail Laboratories, Cecil is currently testing how customers can be inspired and advised individually in times of increasing online sales. The heart piece of the store in Oberhausen is formed by the central communication desk which has been given a very special attire.

 

The Retail Laboratories concept is based on desires, needs and even frustrations experienced by customers while shopping in stationary retail outlets. In its sales areas in Lüneburg, Langenhagen and Oberhausen, Cecil now has the possibility to test entirely new approaches with regard to shop-fitting, the consulting process, goods steering, multiple channels, communication and information tools. The ensuing results are then to be used in gradually developing the “store of the future”.

 

Communication desk as a central element

The Cecil Retail Laboratories focus on competent and individual consulting with the key element in the store in Oberhausen represented by the central communication desk Supported by digital multimedia tools delivering detailed product information, suggestions for outfits and brand-specific aspects, female customers are advised here individually while payment and packing processes are also handled, thereby subtly and elegantly transcending the classic payment transaction – which is often perceived as a barrier.

 

The outfit

Designed by Studio Joanna Laajisto, Helsinki, the communication desk presented as an eye-catcher features some special attire: “I was looking for an authentic material which is familiar to customers and something they like to touch. Ultimately, I was won over by ceramic tiles in general and the Craft series by Agrob Buchtal in particular. This unique architectural style evolved from a combination of strip-tile format, glossy glazes and the colour olive green flamed which harmonises wonderfully with the other materials such as natural oak used in the store.”

 

Tradition meets modernity

Nowadays, ceramic tiles are largely manufactured horizontally by means of rapid firing and in roller kilns. In contrast, the wall tiles in the Craft series are manufactured vertically via long-term firing in a classic tunnel kiln where the natural play of fire creates an earthy archaic appearance while also permitting the production of unique tiles whose high-gloss glaze and impressive optical depth are extremely convincing.


“We took advantage of the creative freedom granted to us by the Craft series and used the strip-tile format in a linear arrangement, both vertically and horizontally. This made it possible to emphasise proportions and transform traditional values in contemporary shapes into a modern interpretation”, explains Joanna Laajisto.


Female customers should receive the very best advice in-store by both: Cecil assistants and multimedia features which can be found in the spacious changing rooms fitted with light functions with individual regulation. The innovative Retail Laboratory concept in Oberhausen is rounded off by changing ranges in the sales areas “curated” (like art exhibitions) by Cecil.

- 30 -


Media contact
Press kit | 2506-03 - Press release | How to Dress - AGROB BUCHTAL - Commercial Interior Design - Central element in the innovative sales area of the future: the communication desk. - Photo credit:   Agrob Buchtal GmbH / Mikko Ryhänen
Central element in the innovative sales area of the future: the communication desk.
Photo credit: Agrob Buchtal GmbH / Mikko Ryhänen
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Very High-resolution image
11.81 x 17.72
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~ 54 MB
Press kit | 2506-03 - Press release | How to Dress - AGROB BUCHTAL - Commercial Interior Design - Craft wall tile series by Agrob Buchtal: high-gloss glazes with an impressive optical depth and an earthy archaic character. Combined with a unique design language based on the classic strip-tile format. - Photo credit: Agrob Buchtal GmbH / Mikko Ryhänen
Craft wall tile series by Agrob Buchtal: high-gloss glazes with an impressive optical depth and an earthy archaic character. Combined with a unique design language based on the classic strip-tile format.
Photo credit: Agrob Buchtal GmbH / Mikko Ryhänen
Download
Very High-resolution image
11.81 x 17.72
300dpi

~ 54 MB
Press kit | 2506-03 - Press release | How to Dress - AGROB BUCHTAL - Commercial Interior Design - Harmonious, inviting, fresh: the Cecil Retail Laboratory in Oberhausen features natural oak, a warm shade of green, real plants and up-to-date advertising images. - Photo credit: Agrob Buchtal GmbH / Mikko Ryhänen
Harmonious, inviting, fresh: the Cecil Retail Laboratory in Oberhausen features natural oak, a warm shade of green, real plants and up-to-date advertising images.
Photo credit: Agrob Buchtal GmbH / Mikko Ryhänen
Download
Very High-resolution image
17.72 x 11.81
300dpi

~ 54 MB
Press kit | 2506-03 - Press release | How to Dress - AGROB BUCHTAL - Commercial Interior Design - Central element in the innovative sales area of the future: the communication desk. - Photo credit: Agrob Buchtal GmbH / Mikko Ryhänen
Central element in the innovative sales area of the future: the communication desk.
Photo credit: Agrob Buchtal GmbH / Mikko Ryhänen
Download
Very High-resolution image
11.81 x 17.72
300dpi

~ 54 MB
Press kit | 2506-03 - Press release | How to Dress - AGROB BUCHTAL - Commercial Interior Design - One of three Retail Laboratories: the Cecil Store in the Centro shopping centre, Oberhausen. - Photo credit: Agrob Buchtal GmbH / Mikko Ryhänen
One of three Retail Laboratories: the Cecil Store in the Centro shopping centre, Oberhausen.
Photo credit: Agrob Buchtal GmbH / Mikko Ryhänen
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Very High-resolution image
17.72 x 11.81
300dpi

~ 54 MB
Press kit | 2506-03 - Press release | How to Dress - AGROB BUCHTAL - Commercial Interior Design - Series CRAFT, different profiles - Photo credit: AGROB BUCHTAL GmbH / Marcus Rebmann
Series CRAFT, different profiles
Photo credit: AGROB BUCHTAL GmbH / Marcus Rebmann
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27.6 x 20.69
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Press kit | 2506-03 - Press release | How to Dress - AGROB BUCHTAL - Commercial Interior Design - Series CRAFT, different profiles - Photo credit: AGROB BUCHTAL GmbH / Marcus Rebmann
Series CRAFT, different profiles
Photo credit: AGROB BUCHTAL GmbH / Marcus Rebmann
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Very High-resolution image
27.6 x 20.69
300dpi

~ 65 MB
Press kit | 2506-03 - Press release | How to Dress - AGROB BUCHTAL - Commercial Interior Design -  Series CRAFT  - Photo credit: AGROB BUCHTAL GmbH / Christian R. Schulz
Series CRAFT
Photo credit: AGROB BUCHTAL GmbH / Christian R. Schulz
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24.05 x 18.04
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~ 33 MB
Press kit | 2506-03 - Press release | How to Dress - AGROB BUCHTAL - Commercial Interior Design -  CRAFT façade in Baden, Switzerland  - Photo credit: Agrob Buchtal GmbH / Adriano Faragulo
CRAFT façade in Baden, Switzerland
Photo credit: Agrob Buchtal GmbH / Adriano Faragulo
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12.57 x 9.25
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~ 9.1 MB
Press kit | 2506-03 - Press release | How to Dress - AGROB BUCHTAL - Commercial Interior Design -  CRAFT façade in Uster, Switzerland  - Photo credit: Agrob Buchtal GmbH / Adriano Faragulo
CRAFT façade in Uster, Switzerland
Photo credit: Agrob Buchtal GmbH / Adriano Faragulo
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Very High-resolution image
17.72 x 11.81
300dpi

~ 15 MB
Press kit | 2506-03 - Press release | How to Dress - AGROB BUCHTAL - Commercial Interior Design -  CRAFT façade in Uster, Switzerland  - Photo credit: Agrob Buchtal GmbH / Adriano Faragulo
CRAFT façade in Uster, Switzerland
Photo credit: Agrob Buchtal GmbH / Adriano Faragulo
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Very High-resolution image
18.24 x 12.16
300dpi

~ 14 MB
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