Bosch Flagship, Vienna
Mariahilfer Str. 74B, 1070 Wien, Austria
German appliance manufacturer Bosch has opened its first monostore on Vienna’s bustling Mariahilfer Strasse, a popular shopping strip home to fashion brands and cafes.
Built by Umdasch, the 400sqm space is a hands-on place for customers to try out the brand’s entire range of appliances and smart home products. Products are placed in context, allowing customers to experience them as they would at home.
Umdasch has built a retail identity that goes hand-in-hand with Bosch’s corporate identity.
Light cabinetry, oak and anthracite combine with pops of colour to create a comfortable product landscape in which customers feel at ease. The vibe is one of ‘visiting friends’, with the goal being to create a close connection between customers and Bosch as a retail brand.
Each area has its own style in keeping with design distinctions seen between the kitchen, laundry or office. Lighting is used to spotlight key products and define room areas. A central element is the demo kitchen, outfitted with Bosch’s latest appliances and used to showcase ‘Home Connect’ smart appliances. Additionally, the ‘Coffee’ zone hospitality area provides a place to taste hot drinks made using the Tassimo machine.
Aligned with the brand value of ‘making life easier’, electronic price tags and signage provide easy access to product information. Using Air Play technology, staff can also project product information on to large screens, thus tailoring demonstrations for larger groups.
The store seeks to be more than a retail space, delivering product education, advice and demonstration as core elements. It aims to position Bosch front-of-mind for future purchases – whether they buy in-store or from another stockist.