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Entwurf • Design Studio Alexander Fehre, Stuttgart
Axonometrie Zelt • Tent axonometry
Axonometrie Sitztreppe • Sitting steps axonometry
Bauherr • Client E. Breuninger GmbH & Co. KG
Standort • Location Sachsenheim
Nutzfläche • Floor space 4.500 m 2
Fotos • Photos Philip Kottlorz Fotografie
Mehr Infos auf Seite • More info on page 142
BREUNINGER SAX
IN SACHSENHEIM
Curtains up! Clear the ring! The sound of these words
alone succeeds in unleashing a true flood of images in
our heads: acrobats, magicians, animals and clowns – all
assembled together under a large tent roof. The scenery
of a circus is fascinating, magical, fantastic, awakens
childhood memories but always seems a bit chaotic as
well. Not really what normally constitutes a workplace …
B ut the world of fashion is different: dazzling, exciting, colourful, po-
pulated by extraordinary people and seemingly far from what is
considered to be normal. So why not produce a fanciful circus as the
arena for the new working world of the Breuninger fashion company
which is located in Sachsenheim!? This is what Alexander Fehre and his
team must also have been thinking and created for their client a fashion
circus, a place where creativity and diversity are quite naturally the basis
of success. On an area measuring a good 4,500 square metres, premises
have been designed for the department which is responsible for the on-
line shop where the contents for the web shop are established and pro-
duced. Far from chaotic, however, since this is where the fashion items
find their way from the arrival to the processing and the shooting all the
way to their presence in the online shop. Only on the inside does the
exuberant explosion of colours and forms show. Because seen from the
outside, the building, located in an industrial zone on the outskirts, ap-
pears as a closed construction, the entrance is even underground – for
reasons of safety. But already the pure white, curved stairs the em-
ployees, photographers, customers, suppliers and models use to get to
the “office floor” announces something unique. Thus, behind it, a wall
of glistening metal poured into waves appears and radial floor graphics
designed in red. The screen, which serves to get one’s bearings and in-
dicates the floor plan for the respective photo shootings, seems to effort-
lessly balance on a red-white ball. Red is anyway the predominant co-
lour: A circular sofa landscape enveloped in bright red panne velvet and
red Plexiglas rods which are hanging from the ceiling have been combi-
ned with white, spinning top-shaped seating elements, a stand and wall
elements equipped with lightbulbs to produce a backdrop resplendent
in colours and forms for the hustle and bustle centred on fashion which
prevails here. Even in the tea kitchen for the employees, the plate-sha-
ped luminaires appear to have just flown out of the hands of the juggler
… It looks as if the team of designers had had as much pleasure in the
planning as the employees now have in their fashion circus!
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