Mussler Beauty by Notino plans 60 stores across Europe

4th December 2017

Dittel Architekten (DIA) has designed and implemented the first of ten German stores planned for Mussler Beauty by Notino, two brands which merged in April 2017. A further 50 European stores are planned.

The concept seeks to grow customer loyalty by exploiting an online/offline symbiosis, according to DIA.

The first store is in the Gerber shopping mall in Stuttgart. DIA has created its own interpretation of the consumer of tomorrow, with a future oriented design offering service, advice and experience.

From outside customers are tempted into the store with a digital shop window, as well as by a view into the store with its live promotions.

Product launches, pop-up spaces for niche products and spacious seating are offering inside. A hair styling bar, a brow bar, Men’s World, make-up school and workshops are used to create the unique experiences that customers expect.

The design language is described as industrial, rough and modern. Exposed ceilings and metal shelves are combined with soft materials, playful details and muted colours.

The hair styling bar has a retro 1960s feel, while designer furniture and rustic wood are used in the Men’s World.

A living wall of plants features angular washbasins and patinated taps to symbolise the trend towards natural cosmetics.