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s.Oliver's Vintage goes Vienna!
Sep '11
s.Oliver opened a flagship store in its brand new vintage store design on the best known and busiest shopping street in Austria – Vienna's Mariahilferstrasse 54. The first store of this kind opened its doors in Stuttgart in 2010, and now the second one has followed in Austria. A charming vintage world created with an eye for detail invites shoppers on an exciting journey of its 1000+ m².

For fashion lovers, Austria's biggest s.Oliver store has a vast shopping area where they can experience the sub-divisions s.Oliver Casual women/men, QS by s.Oliver female/male, and Accessories by s.Oliver on two floors. Lighting, decoration, merchandising and products designed exclusively for this store reveal a new side to s.Oliver and promise customers an emotional shopping experience.

“s.Oliver is an innovative brand. We want to take a further step towards the future with our new concept store. Our aim is to make shopping an experience, tangible, and to set new accents in store construction, in the products, the merchandising and the retail world,” Martin Stampler, Area Director Austria, Switzerland & Italy, emphasises what it is that makes this venture so special.

s.Oliver Austria is currently represented throughout Austria with 45 franchise stores, more than 35 retail stores, 180 wholesale areas and 35 shop-in-stores. A total of ten new stores are to open between August and the middle of October 2011. The brand appeals to a broad target group, and successfully presents the three lifestyle worlds s.Oliver Casual, QS by s.Oliver and SELECTION by s.Oliver in its stores.

“The old is the new” is the vintage motto under which the fashion company commissioned the Konhäuser company of Estenfeld / Würzburg to design the s.Oliver concept store in Vienna. Since 8 September, customers have been able to embark on a nostalgic voyage of discovery where they will be able to feel and experience the complete fashion lifestyle world. As soon as they enter the store, they are welcomed by a warm and natural atmosphere. The vintage setting is elegant, warm and friendly. The designs of each sub-division have some unique features, but are linked by the strong basic concept. Customers will find a world of large and small works of art.

There are several “Back to the roots” specials to discover on the journey through the store: a Chesterfield sofa, dark brickwork, old barn panelling, industrial shelving, postcards with retro motifs, moss backdrops and much more turn a shopping trip into a real experience. With stylish decorative elements such as old typewriters, books, cult sporting articles, rustic leather suitcases, handwritten letters, old picture frames and delicate porcelain plates, the store's emotionality becomes something tangible.

Other special features in the store design include handmade furniture, plastered surfaces, used and coloured carpeting, walls in stained wood and industrial look tables. The floor has the character of screed. Real wood surfaces such as oak and maritime pine emphasise the authentic nature look. The aesthetic appeal continues in the changing rooms, which have heavy curtains, dark wooden floors and huge mirrors.


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