A good example of this unique quality is the large steel library that takes a special role in the room. Originally from the Palais Lichtenstein in Vienna, it was removed there more than 15 years ago. “It was still available and in containers, a large collection of individual items, to put it positively,” recounts Ziepke, not without a smile. It took five articulated lorries to bring this “puzzle” to Berlin and into a large warehouse where it could be set up in one piece. “The full length of it was assembled in a separate hall to see how it works,” describes Schmidt. Piecing it all back together proved well worth the effort – the library became the “Denim Wall” which is now a central element of the store.
Crucial to it all was the right light. It needed to integrate with the room, tie into it and underpin its comprehensive approach. But that alone – developing a rigid concept – is not all, argues Schmidt – “devising a plan and saying, ‘that’s how it’ll be illuminated’, won’t do it, in my opinion.” It’s about creating a lighting concept. “And the other thing, I believe, is that you need to open yourself up far more in your thinking to the aspect of light,” says Schmidt. “In other words, not be so stuck that you say, I’ll put some tracks on the ceiling, add a few projectors, some spots, and that’s it.”