Together with the shopkeeper couple, we designed what became the most successful GEA shop in Austria.
GEA is a well-known Austrian brand specialising in iconic leather shoes, solid wood furniture and accessories. Their corporate identity centres around celebrated durability, equality and bold authenticity.
While GEA takes pride in its roots and loyal customer base, a core aim of the new store is to attract a broader spectrum of customers without compromising the brand's identity.
Moving the store from smaller premises to this 125-square-meter atelier offers new possibilities for presenting the brand. The design strategy focuses on creating an airy and spacious atmosphere while establishing focal points and appropriate context for the well-crafted items. The store concept builds upon a harmonious combination of old and new elements within the historic building's structure. All free-standing shop furniture and display elements, including the counter desk, are custom-made. The choice of solid beech wood aligns with the GEA furniture range. The design language is oriented towards minimalistic, natural and friendly elegance, emphasising modern aspects.
Strategically placed mirrors enhance the space where needed without compromising on cosiness and serve as fitting zones. The lighting system directs attention throughout the shop and highlights distinct product areas.
In collaboration with the café on the upper floor, a pendant light sculpture was installed in the two-story atrium. Its organic shape symbolises a fusion of future green technology with respect for nature's cycles, resources and complexity. The geometry of the installation appears different from each angle and serves as a visual transition and anchor point for both store and café visitors.
