Lengermann & Trieschmann (L&T) - Germany
The Urban Jungle
Lengermann & Trieschmann (L&T) is a German fashion and sports house in downtown Osnabrück, Germany. It is the largest owner-operated fashion house in northern Germany with around six million visitors annually. The store hosts a wide range of departments including women’s, men’s, childrenswear, sportswear, lingerie, accessories, living and travel luggage.
The L&T store is positioned within the middle of the main shopping street. Consequently, the store sees a high number of the 25,000-student population passing through. To access the bus station, bolstering spontaneous purchasing opportunity and generally increasing footfall.
The opening of the 5,000sqm “L&T Sporthaus” (in 2018) released prime ground floor retailing space. L&T wanted to expand on this opportunity by re-locating other adjacent categories from the ground floor, thus creating an opening for an exciting ‘destination’ Young Fashion & Denim department, which would appeal to young teens right through to students.
The challenge for HMKM was to create a distinct character for this new space to become an iconic, vibrant and flexible destination for young shoppers to uncover new trends and have fun whilst shopping.
And so “SYGN” was created, a dedicated young fashion & denim department with an entirely new façade and entrance experience. A refreshing, vibrant and energizing space that fully connects with the younger customer, the concept reflects L&T’s core values to stay fashionable, accessible, inspirational and on trend.
‘SYGN’ is a space full of discovery and surprise. The HMKM ‘big idea’ narrative of the Urban Jungle creates the backdrop to an ever-changing fashion landscape; heroed by the latest trends and looks. The concept delivers a highly theatrical space, showcasing the latest and most exciting offers.
Bold, open windows with a strong point of view invite and entice the Young Fashion customer into the store. Simultaneously, becoming event spaces for the tech-savvy target audience. Distinguishing the Young Fashion facade from the L&T store gives the new department its own language relevant to the target audience.
By designing a space that has its own individual expression, HMKM have ensured that the store itself becomes the label, not the brands. Ever changing, a bit wild, uniquely inspiring & forever fashionable.
Thomas Ganter, L&T's Managing Director said "The collaboration with HMKM was a successful creative process for us to plan our new young fashion concept SyGN. From the first contact through the various planning sessions, HMKM has managed to understand the DNA of L&T and to translate it into an absolutely harmonious overall concept. We thank you for the creative and always pleasant and targeted cooperation. For future projects, we likely to come back to HMKM."
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