Project overview

Owner:Schäfer's – Brot
Project:Backshop / Gastro area
Location:Hannover
Type:Rebuilding
Services:Concept, Design, Realisation
Opening:April 2015
Planned area:300m²

The objective of the client: repositioning the bakery brand “Schäfer’s” by creating unique recognition features within the branches.

Kinzel Architecture therefore developed a new flexible concept, which can be transferred to other branches in the future, way above a pilot store.

So the pilot store in the Calenberger Esplanade mall in the city of Hanover got a loft-like while noble character.

Dark, hard materials such as high-gloss black surfaces, metal grids or dark stone walls come together with bright, warm materials like white stone walls and wood in the areas of the floor and the ceiling. The resulting contrast between light and dark, hot and cold creates a cozy atmosphere.

From the restrained coloring, the signal color red stands out as the strongest feature in the corporate design of the bakery chain. The color accents like red backlit writings or a red pipe along the wall in the lounge area are all positioned at eye level and catch the eye of the customers in a discreet but confident manner.

In combination with the individually designed graphics, which mimic black and white stamps at the walls, chighlights and eye-catchers are created within the stores. These remain not only in mind of the customer, but give the brand “Schäfer’s” a completely new, high quality and stunning look.