Transmutability meets Corporate Identity

Cyberport, sales outlet, Dresden

Deutsche Werkstätten services:
Interior design, planning, interior furnishing

Completion 2003


Originally, was, in today’s vernacular, a virtual enterprise. Their philosophy is that of an internet-based mail-order firm for the technological and digital lifestyle. More than 10,000 items have been sold over the Internet, with the spotlight steadily on Apple and Sony products. Twice a year, the Internet offer is supplemented by a printed catalogue, circulation is now at 100,000+ copies. What else can one do when striving for market leadership? One can take the physical route, particularly since accessibility, speed and reliability vis-à-vis one’s customers grow by leaps and bounds with a physical location. A place where one can interact with real people, not merely cold, impersonal computer screens. commissioned Deutsche Werkstätten Hellerau to design a pilot shop, and our interior architects happily rose to the task. The concept for the shop’s interior was to be in strict compliance with CI as it included the option of additional shops perhaps following. If so, the design would be adapted and possibly developed further. This led to the next step in the thought process: building the shop with modules. These modules were created in such a way that they could be readily combined in different modes for different areas. In other words, strict CI-compliance was coupled with independent adaptations. Materials and colours played off the products sold in the shop. That meant laminated surfaces in blue and orange (CI colours), anthracite, silver, white and transparent. Transparency in the shop was a key component of the basic philosophy, hence the use of Plexiglas and glass shelving. Melamin-coated base materials are extremely sturdy. Silver plastic tiles were used for the floor. The individual pieces, joining together like a jigsaw puzzle, performed double-duty for the Dresden shop as components of its panelling. This cladding conceals the illumination, functioning indirectly by means of consecutive lights under the ceiling, while the integrated source points of illumination in the suspended ceiling highlight the various different products.

Text: Rainer Baginski
Photo: Bernadette Grimmenstein