SAK 99.indd - Umdasch - Shop Concept

Aer Rianta, the chain stores Stauntons Elverys and
Best to name just a few. Until recently, their activities
in Ireland have enlisted British and Austrian
support, but the company is currently in the pro-
cess of establishing a branch office in Ireland.
The Dundrum Town Centre project clearly illustrates
Umdasch Shop-Concept’s wide-ranging
activities. Umdasch Shop-Concept has set up five
impressive shops at this prime location: the Brown
Thomas group’s fashion store BT2 (650m 2 ), one
of Best Men’s Wear’s flagship stores (279m 2 ), the
optometrist Optica (80m 2 ), Fitzpatricks Shoes
(130m 2 ) and a Timberland branch (150m 2 ).
Brown Thomas in Dublin’s Grafton Street has
become a veritable institution. Shoppers in search
of internationally-renowned luxury brands head
straight for this elegant department store, established
almost 160 years ago. Hermès, Christian
Dior, La Perla, DKNY, Ralph Lauren, Chanel,
Prada, Louis Vuitton, Fendi and Gucci attract
the rich and famous, as American pop star Britney
Spears’ personal appearance in the Brown
Thomas department store following a concert in
Dublin last June made clear. The five levels comprising
a total of 9,500m 2 of retail space impress
customers with their impeccable layout and personal
touches. The various departments are constantly
updated and improved upon according to
a rotating schedule. Most recently, Umdasch was
commissioned as a shopfitter, fitting the lingerie
and fashion floor (architecture and design: Douglas
Wallace in collaboration with the Brown Thomas
Store Design Department) after completing
the attractive Living department which now adds
to the lifestyle character of the store as a whole.
The Living department boasts luxurious goods
such as those of Yves De Lorme, Paul Costelloe,
Armani and Calvin Klein, not to mention products
designed by world-famous star chef Jamie
Oliver and his team.
Authors: Nikolaus Pjeta, Reinhard Peneder.
RETAIL REPORT
Voll im Gestaltungstrend:
Farbige Flächen kombiniert
mit Holz. Gesehen bei Brown
Thomas. Trend-setting
layouts: colourful surfaces
juxtaposed with wood, as
seen at Brown Thomas.
Auch im Living-Department
bei Brown Thomas prägen
edle Designer-Stücke die
Atmosphäre. Elegant
pieces by luxury brand
names in Brown Thomas’s
Living department have
delighted the department
store’s customers since its
opening.
UMDASCH SHOP-CONCEPT 33