The Village, Düsseldorf

Designed by: Joanna Laajisto
For client: Vitra, Ansorg and Vizona Floor area: 1100.00 M² Year of completion: 2017
Submitted for: Trade-Fair Stand of the Year

Plaza 2

About the Project

People are changing the way they live, work and shop. The classic product display has given way to multi-faceted, digitalised shopping experiences. In the face of online competitors, the brick-and-mortar store must generate added value – today more than ever – in the form of excellent service, expert assistance and a multi-sensory environment. However, it must primarily promote a sense of togetherness and offer a shopping experience with an emotional factor. ‘The Village’ showcases a concept that meets today’s consumer expectations. Vitra works together with specialists in order to view this holistically.

‘The Village’ encompasses four retail concepts grouped around a plaza-like setting, each representing a different retail sector: automotive, health & beauty, fashion and food. A fictitious brand was created for each of these retail worlds, along with individual products and a history that invites customers on a journey. Each store is centred round a new Vitra retail product. ‘The Village’ was developed in collaboration with Finnish interior designer Joanna Laajisto.

What’s unique about it

Functionality: Powered systems for walls, ceilings and mid-floor areas provide a solution for every need and can be continually reconfigured with a wide range of merchandise supports.

Innovation: New retail systems answering current retail demands; booth concept creates a real retail atmosphere: never done before.

Artistic merit: Architect Joanna Laajisto about The Village: "I found inspiration for The Village in the vast open-air shopping centres of California. At this booth, just like in the city or in a shopping mall, people come together to meet and to shop. I designed the plaza as a special area for conversation and relaxation, a starting point for a day of shopping, but also as a place where the customer can enjoy some peace and quiet. People should experience a sense of well-being while they shop."

Sustainability: Durable products, e.g. dismantling the fair both in Düsseldorf and re-assembling it at the Vitra Campus in Weil am Rhein.

Social impact: David Chipperfield (general interview): "We still can't free ourselves of this image of the shop: as a social place as well as a practical mechanism. We admire them when they exist in exotic places, we love the informality and apparent sociability of markets, we indulge in the ritual of 'slow' shopping when we are on holiday, and we lament when a corner shop closes or even when a store changes ownership out of fear that we have lost a piece of our social fabric."

Plaza 1
Eden 1
Eden 2
Cory 1
Cory 2
All Goods 1
All Goods 2

Location of project:

Studio Joanna Laajisto

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