The 6th Floor
Shoe shop at Steffl Department Store.
Architecture as an expression of the identity of the luxury shoe store in the city of Vienna. Noteworthy highlight: a “gold-plated” stockroom with mobile shelving known as the “vault”.
“The 6th Floor” is an exclusive shoe shop located on the sixth floor of the renowned Steffl department store in Vienna’s Kärntner Strasse. A vast variety of luxury shoe brands are presented across 800m2 – a shopping paradise for every shoe lover. The shop’s different areas ensure that customers have a unique and varied shopping experience.
Due to the given complexity of the retail space, BWM decided to develop a unique pattern element for “The 6th Floor”. This floral, high-gloss ceiling ornament guides customers through the shop and serves as a connective element between the various retail worlds. This unique floral element is also mirrored in the carpet throughout the shop. The carpet also enhances the cosy atmosphere.
The golden stockroom is in plain view and highlights the idea of the shoes as valuable luxury goods. The vault forms the central hub from which the other “shoe worlds” spread out.Erich Bernard
One of the shop’s highlights is centrally located and cannot be missed: a glittering, golden vault that stores the “shoe treasures”. This golden stockroom is in plain view and highlights the idea of the shoes as valuable luxury goods. The vault forms the central hub from which the other “shoe worlds” spread out.
To each his own world
Each of the three individually designed areas addresses a different customer group and has a unique, intimate atmosphere despite the vastness of the space. From the cool silver and warm gold of the women’s area to the dark, woody men’s department and the trendy sneaker area.
Women's Shoe Paradise
The Women’s Shoe Paradise is divided into a multi-brand area with soft, organic forms in beige and gold, and the more exclusive mono-brand area in cooler shades of grey and purple. One special feature of the mono-brand area is the “private cabinet” surrounded by curtains, which allows customers to try on shoes in complete privacy.
Gentlemen's Shoe Club
The Gentlemen’s Shoe Club has the cosy atmosphere of a gentlemen’s club with dark wood, shiny chrome elements and Persian carpets. Modern furniture and antique pieces merge to form an exciting fusion.
Sneaker Gallery
The Sneaker Gallery was developed for the younger customers. Shoes are displayed on the suspended platform of a freight lift. The sneaker corner in black and white provides the ideal background for the colourful sneakers.
Task
Redesign of a luxurious Flagship-Shoe-Stores in the legendary department store Steffl in downtown Vienna
Status
Completion
08/2010
Client
BWM Team
Peter Foschi, Samina Gheorghe, Maik Perfahl, Elena Romagnoli, Simon Schneider, Sanja Utech, Astrid Damian
Image credit
Thomas Schauer
Participants
Grafics
Perndl+Co
Service engineering
PME Techn. Büro f. Klimatechnik GesmbH
Store construction
Schweitzer Project AG/SPA
Related news
12 August 2010
opening: The 6th floor - shoeshop Kaufhaus Steffl
Shoe shopping while overlooking the city of Vienna - An exclusive shoe world for international luxury brands was launched on the 6th floor in the legendary department store Steffl in the historic heart of Vienna. The highlight of the store is a golden safe that functions as a storage system and exhibits the shoe treasures to the shoe enthusiasts.
