Showing the goods in a new light

The revamped Hellweg store at Falkensee near Berlin.
In imitation of the ancient Greek theory of the four humours (whereby a person’s nature is characterised as sanguine or phlegmatic, etc.), the renovated store at Falkensee, which was reopened in September, is oriented around the four styles of furnishing characterised as “modern”, “trendy”, “living” and “country house”. These are presented through decorative product ranges displayed by means of room sets. With a choice of almost fifty lifestyle examples the customer can find ideas and inspiration for an individual style in accordance with his own taste – and right across all the ranges. Which means that a customer does not stand in a state of total uncertainty in front of the accumulated assortment of taps and fittings once he has discovered his particular style in the unparalleled display of bathrooms. For even at the taps and fittings display every single product as a rule comes with a style indicator. And so the process continues through to lighting and wallpaper, via shelving and desks, and on to letterboxes as well.
Bundled bathroom requirements: tiles, baths, taps, mirrors and accessories.
In this generously designed store the focus is clearly on presentation and service. According to Nicole Bolle, Hellweg’s public relations officer, “Three of our departments, paint and wallpaper, carpeting, and bathrooms and plumbing, are absolute trendsetters, offering as they do concepts that are unique for a DIY store.” A totally new merchandising system has been developed in combination with the categories of pictures and handicrafts on an area in excess of 500 m². Here can be found a great selection of wallpapers, borders and accessories to complement the prevailing style of furnishing. Lavish displays demonstrate new painting techniques as well as the endless possibilities for use of colour. In addition, any desired shade of paint can be scanned and mixed whenever required. And in the Orient-inspired carpet department customers will find more than 600 different articles as well as a carpet-binding service.
Great choice of floor-coverings.
Decoration in combination with hard DIY
Tempting customers in the bathroom and plumbing department is a display of bathroom furniture with trade fair innovations, an extended show of tiles and a great choice of taps and fittings. Hellweg regards “wellness” as a trend-setting area that complements the bathroom and plumbing category. Saunas, infrared cubicles, whirlpools…