Since its establishment in 1997 as a department store selling culture, Dussmann das KulturKaufhaus on Berlin’s Friedrichstraße has become an institution of sorts – firmly established as a fixture in the city’s cultural landscape, it is, as well, a popular destination for shoppers. The store boasts a wide array of books, CDs, DVDs and sheet music on around 7,000sqm divided over five floors, rounded out by a stationery section, a neatly arranged specialist department for English books, as well as a café combined with event area for regular readings and concerts. The popularity and sustained success of the KulturKaufhaus is less a result of the store’s size or its unusually long opening hours than of the quality and relevance of its product mix as well as the highly competent and well-informed sales team.
Almost two decades after opening, the store management decided it was time for a radical design overhaul of the interior. Even a successful store such as Dussmann das KulturKaufhaus feels the pinch of competition from online rivals. With this in mind, brick-and-mortar retailers must take a comprehensive approach in raising their appeal if they want to remain profitable in the long run. This naturally includes the interior, especially in consideration of its increasingly important role in maximising the in-store shopping experience. Today, it is more crucial than ever to welcome the customer with an inviting ambience that, at the same time, facilitates orientation, whilst attracting their attention with eye-catching product presentations. The right lighting goes a long way to creating an enhanced customer experience.