SAK 99.indd - Umdasch - Shop Concept

format, and in spring 2005
Umdasch Shop-Concept was
entrusted with the shopfitting
for the first concept store in the
series in the Trafford Centre in
Manchester.
Together with its sister company
Knickerbox, which specialises
in lingerie, the Ann
Summers erotic shop chain
owns more 150 shops and at
least 100 concession areas.
The annual turnover totals
some 230 m Euros. In the new
concept, almost one-third of
the area (in Manchester a total
of 152 m²) has been dedicated
to the Knickerbox range. The
aim is that mother and daughter
should be equally targeted.
The youthful Knickerbox
range of everyday lingerie
is designed to appeal to the
younger customer, whilst the
Ann Summers underwear is
designed as “occasionwear“.
The new store concept translates
the basic values of the
brand - feminine, sexy, witty.
The store has been skilfully
SHOP PANORAMA
Der markante Auftritt von Ann Summers beginnt bereits an der Fassade. Ann Summers’ grande
entrée begins with the façade.
divided into various departments
between rubber, plush
carpets, padded leather and
lots of satin. Red lights lead
towards the rear of the shop.
The walls are covered with
white fabric and flooded with
soft lighting. The rear area is
reserved for sex toys and the
whole range of leather underwear,
bonds and whips. The
doors of the changing rooms
have small peepholes labelled
“Peep Show“, through which
the waiting partner can watch
the proceedings.
Nicht klassische Regale sondern leichte Rundrohrprofile haben in der Präsentation die tragende Rolle inne. The presentation is
arranged on light tubes of circular metal rather than on classic shelving.
UMDASCH SHOP-CONCEPT 19