BWM Architects

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The 6th Floor
The 6th Floor
The 6th Floor
The 6th Floor
The 6th Floor
The 6th Floor

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.

Erich Bernard
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
BWM Architekten, Thomas Schauer

Participants

Grafics
Perndl+Co

Service engineering
PME Techn. Büro f. Klimatechnik GesmbH

Store construction
Schweitzer Project AG/SPA

Press

1 April 2011

Schweitzer Retail Magazin

The 6th floor - shoeshop im Kaufhaus Steffl

PDF

22 October 2010

Textil Zeitung

Im Schuhhimmel

PDF