BWM Designers & Architects

In 2018 the well-known Tyrolean furniture and joinery company Wetscher launched a new concept under the name of Max. An existing warehouse and a workshop at the company’s headquarters were converted into an extraordinary showroom for the furniture store. The existing hall – an eye-catching architectural sculpture dating back to the 1970s and designed by architect Egon Neumair of Werkgemeinschaft Innsbruck – was painted tree-trunk black, thereby transforming it into a powerful statement within its surroundings.

The BWM interior team and the Wetscher team collaborated in a workshop process aimed at creating a tailor-made solution that responds to contemporary shopping needs as well as to the WetscherMax product range and the special flair of the industrial storage hall. The concept can best be described as a three-dimensional walk-in website. On the one hand, the sales assortment is clearly divided into style groups; on the other hand, unexpected constellations offer stimulation and inspiration. Versatile seat stairs, huge tables, frames, boxes and containers made of coarse metal and wood accentuate the industrial tone of the hall, while breaking it at the same time. Warm, cosy arrangements and soft elements tame the functional roughness of the architecture.