In February, an event was held in Dusseldorf, Germany for the exhibitory and retail industries. This event, EuroShop, is the largest of its kind in the world. It is here that Fabric Images, Inc. showcased a display that exposed a different side of fabric architecture. Covering 105 square meters was the “Store of the Future” exhibit. This environment was radiating with personality- from curving, organic shape to crisp, bold color. The space was brought to life with 5 meter wide seamless dye sublimation printing, organic metal work, technology integration and interactive relaxation.
The display was a platform to demonstrate the integration of tension fabric within a retail environment. The goal- to leave the visitor with an impression of something intimate and memorable. While unorthodox in nature, the space encouraged interaction through wonder and the sense of sight.
The journey began on the exterior of the space. “Window displays” were dressed with graphic backdrops, a welcoming sight for visitors passing by. Within the graphics was a jumble of the brand’s key phrases which could only be deciphered after entering the space.
Greeting visitors within the space was a bar area completely clad with fabric. The covering, a layering of Mesh and Flag, created a crisp dimensional surface, while the counter top added contrast and additional texture.
An organic shelving display unit, clad with a silver spandex fabric, allowed a surface for displaying materials and other elements of inspiration.
Visitors were drawn to the interactive couch, not only for relaxation, but also to learn more about the brand via a video that was projected onto the inside of the canopy.
The detail of an exposed dual-colored zipper created an unexpected differentiation that was a key design element within the space. This feature was a focal point seen on the main entryways.
Incorporating fabric into retail spaces provides a backdrop, and also allows the experiences to stay fresh and relevant with regularly updated content that will ultimately drive sales.