Experience first, sales second: showrooms must reinvent themselves Schwitzke & Partner designs Düsseldorf showroom for SWING

The occasionwear label SWING has stood for feminine day dresses, elegant cocktail dresses and festive evening gowns for over 30 years. Now SWING has moved into a new presence on Kaiserswerther Straße in the dense and centrally located showroom network of renowned fashion brands in Düsseldorf. The design of the 200 m² showroom was conceived by the architectural firm Schwitzke & Partner. The conversion measures were supervised by the sister company, the general contractor Schwitzke Project.

Not only the individuality of the merchandise plays a role in the fashion business today, but also the place where the merchandise is presented - it should reflect the brand essence and offer an experience. Managing Director Moritz Schwack sees himself as a host in SWING's new showroom, which serves as a meeting place for shoppers. They should feel comfortable in the showroom during the presentation of the current collection and feel invited to linger in the lounge or at the order tables. This is also ensured by the harmonious pastel tones, accentuated by black lacquered metal elements and brass, which convey the brand's contrasting DNA: positive, feminine, yet exciting and modern.

"Even though digital ordering via our optimized B2B portal has gained significant momentum in recent months, direct contact with our partners remains irreplaceable for both parties. The future role of the showroom is interactive: in the context of order rounds, the brand presents itself to the outside world, but at the same time it is also a lively communication platform where the brand can be further developed in exchange and designed together," says Moritz Schwack, Managing Director of SWING.

"The diversity of SWING's dresses can now unfold and breathe in the new showroom. We have picked up on the lightness that defines the dresses in the interior concept and created a feminine environment that underscores the distinctive collection," says Tina Jokisch, Managing Director of Schwitzke & Partner GmbH.

SWING © Schwitzke und Partner

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