Strauss Innovation, Leipzig, Germany

Strauss Innovation

Strauss Innovation, the German brand specialising in feminine apparel and homewares since 1902, recognised a need to reinvent the brand and make it more appealing to both loyal customers and new shoppers alike. The simple truth was, the brand and its retail experience needed to embrace storytelling, rather than using traditional collection segmentations to appeal to customers' lifestyles and attitudes.

20.20 helped to define, articulate and visualise the brand and in-store proposition. Informed by the new vision, our experts created a brand persona unique to Strauss: the ‘modern alchemist’ of joyful moments.

20.20 designed an intimate store experience that adds a breath of modernity and stays true to the brand's unique DNA. Strauss’ new concept store features an airy façade that draws shoppers in, firstly to an inspiring reception room with cross-merchandised displays, then to an abundant gifts and celebrations area forming the hub of the store. From here, customers can explore the bedroom and bathroom areas, with indulgent ‘cabinets of curiosities’, visually merchandised full of lifestyle-led ideas. The home department is a mix of effortless décor ideas balanced with an eclectic selection of distressed furniture – wardrobes, long presentation tables, benches, and quirky props.

The success of Strauss’ new proposition lies in understanding and responding to their customers’ need to be part of a community. The new concept store has given customers an environment that inspires creativity and wonder - a tasteful and indulgent haven, brimming with hidden treasures - as well as providing them with the products they need to turn their ideas into reality.