HUNKEMOLLER 'BOW'
FLAGSHIPSTORE
ROTTERDAM, NETHERLANDS
When a renowned lingerie retailer decides to become a high street brand, you know exciting things are about to happen! Lingerie retailer Hunkemöller turned to Creneau International for a full-scale brand reset, staying in touch with the old but firmly embracing the facelift.The new flagship store concept is based on a light and airy hotel, which has all the comfort of home, but is nonetheless a little more mischievous and mysterious. With the store design geared to self-assured women who know what they want, the concept gives you literally a glimpse of her life. Fragments from diaries in handwritten quotes and graphics form an enormous chandelier against the wall empty space.
The new Hunkemöller tagline “So Me,” fits perfectly with this more personal approach. We sharpened the black-and-white color scheme and added a stylish pink. A whimsical bow replaced the dots on the ö and is set to become a signature element for the brand. The crossed pattern that recurs in the stair handrails and presentation tableis yet another subtle reference to the early years of Hunkemöller, which started as a corsetry shop in 1886.
Design by Simone Pullens
Branding & graphic design by Serge Haelterman
for Creneau International
