Proenza Schouler, Burl Concept 2014
Uli Wagner started to consult to Proenza Schouler in summer 2013 with the brief to adapt an appreciated David Adjaye concept to the roll out for a larger store network in Asia. Proenza Schouler needed a concept evolution that allowed for a lightly controlled overseas built-out, while guaranteeing commercially successful stores. Besides defining and altered material palette Uli Wagner consulted on a series of floor plans for different cities and developed new functional display cases and features. Next to cold rolled steel and concrete, Karelian burl and Ziricote veneers a defining the look and feel.
The right amount and contrast of luxurious material as product backgrounds make the store concept visually unique but first of all guarantees an excellent visibility of product. Lighting for all stores and global roll out was re-studied with Isometrix from London. A newly developed feature wall with inbuilt vitrines for most luxurious product offer deals as focal point in most of the stores. More than other projects this line-up of planning examples with same built-out concept but entirely different floor plan and genius loci shows Uli Wagner’s ability to react in the most advantageous way to any given base conditions; for any brand surely an important aspect for engaging Uli Wagner in the roll-out conception.