Douglas store for Gen Z in Düsseldorf, Germany

by Julia Pott

Douglas has developed a store on Düsseldorf's Königsallee high street that is aimed specifically at young consumers. Of course, a fresh design and digital elements are essential.

Douglas is embarking on an experimental venture. Spearheaded by Sarah Weber, a 2021 graduate in retail design from Düsseldorf University of Applied Sciences, they are currently testing a store concept aimed at drawing in younger generations. This innovative approach encompasses not only a contemporary store design but also incorporates an event-driven concept and a range of digital services, all aimed at enhancing its appeal.

A modern color palette with pink and mint as well as many colorful reflective surfaces form the contemporary design. Perforated metal plates as well as luminous lettering and green fluorescent tubes are used for the design of walls and columns. In addition to the basic lighting provided by ceiling spotlights, decorative pendant lights catch the eye, somewhat reminiscent of disco balls with their reflective surfaces. On the upper floor, there are also two small seating areas with the arched shape typical of this branch.

Can a Gen-Z store even function without being online? In any case, digital elements can be found everywhere. The smartphone, always in the hand of young customers, is at the forefront. For example, there are smartphone charging stations that can be locked so that the cell phone is kept safe while the customer is getting advice or styling.

At the beauty station on the first floor, complete with music system, brands can host events and tutorials for potential customers. Wireless charging stations are built into the tables. The mirrors have holders for smartphones for the always-important selfies.  In addition to the beauty station, there is also a dedicated selfie wall under the Douglas logo.

Electronic price tags are being tested in this store. Behind the checkouts on the ground and upper floors are two large LED screens on which video content is played.

A beauty mirror on the first floor allows customers to try on makeup virtually using augmented reality. To complete the omnichannel offering, there is a Click&Collect station where online orders can be picked up.