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Entwurf • Design Joshua Lux Innenarchitektur, Wiesbaden
Bauherr • Client Gregor Bernd, Frankfurt/Main
Standort • Location Bockenheimer Landstr. 47, Frankfurt
Nutzfläche • Floor space 150 m 2
Fotos • Photos Christopher Castela Soares
Mehr Infos auf Seite • More info on page 126

GREGOR´S BOUTIQUE

IN FRANKFURT/MAIN

Joshua Lux brings the big, wide world of wine into an
atmospherically dense and sheltered world. Here you
are allowed to be yourself, here you are welcome, you
may enjoy, have good conversations and let the world be
the world. It is immediately noticeable that every wine
that has found its way into Gregor’s Vinothek inscribes its
own narrative of its specific history into this room.

T he head of the Vinothek is Gregor Bernd, a winemaker who was
trained in the Rheingau and an oenologist who subsequently stu-
died in Vienna. Wine is his life, how could it be otherwise. But the
marvellous thing is that you can feel it whenever you are fortunate to be
spending time in these premises. Every single bottle, every single guest
ends up finding the perfect place here. Joshua Lux knows how to trans-
late the process that a wine goes through directly and sensually into a
built reality. The chosen materials, the colour moods and the details tell
of the vast and diverse world of wine. And yes, it is not only relevant
how and where the wine was grown and matured, it is also important
in whose company you enjoy it and where you buy it. That’s why there
are intimate seating areas, cosy benches and stools edged with original
Steiff stuffed animal skins and the dark oak wood used to construct the
shelves that are reminiscent of old vines as well as old friendships that
Grundriss • Floor Plan have grown over a large number of years. The long, spacious bar that
has been made of light-coloured natural stone conjures up images of
specific cultural and wine-growing landscapes, and the traces of time
and guests will in future be visible on the bar’s brass plate and the dark
steel surfaces. And that’s actually a good thing. The customized GRAPES
luminaire installation welcomes guests warmly and brightly, making
them want to stay longer than planned, yet there is still a relaxed and
light atmosphere that makes you feel obliged neither to consume nor to
buy. You can also just be there and enjoy the atmosphere. Wine culture
can be or, rather, is, many things in one: philosophy, craftsmanship and
nature. That is Joshua Lux’s greatest trick, that this can be experienced,
that neither the “product” wine nor this guest- and sales room seems
unapproachable. No, everything here is connected to the earth and the
sky, growth and the “spirit of wine” in the overriding sense can be felt,
knowledge and experience can be passed on here. The spatial concept
is accompanied by a graphic guidance system developed by Studio acth.
No questions remain unanswered, you can let yourself fall into a room
Isometrie • Isometric immersed in dark green without having to think about tomorrow.

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