Fashion Circus Breuninger SAX

With the new content production department at the Breuninger logistics centre in Sachsenheim near Stuttgart, Ganter has realised an extraordinary retail project for one of the leading German fashion retailers. Not for shopping, but as a creative working environment and playground for a young team of stylists, photographers and creatives. The circus world, designed by Studio Alexander Fehre, is a visual explosion for the eye: Large, curved tiered steps, shining in the purest white, sit in front of a glistening, corrugated metallic wall, an outward-radiating, red floor graphic, dynamically pulls the viewer deeper into the room. A red and white ball, that might as well be spinning on top of a trained seal’s nose, is the only indicator, that this is in fact a workplace. Integrated into this ball is a screen, that provides information about the time and place of the upcoming photo shoots. This circus is home to the creative department in charge of staging the fashion on Breuninger’s web shop.

What is later offered on the web is to be given the right image here. The circus theme is also continued in the individual areas of the working world, covering a total of 4,200 square metres. Modern office spaces are complemented by a central kitchenette whose lights look like plates from a juggling act, while the long table merges into a parade of round plates.

A meeting spot with a round sofa made of iridescent velvet behind lattice fence elements made of bright red Plexiglas and an open conference area with seating balls under a circus tent serve as central meeting points for the team. While the photo boxes are the actual designated places for photo shoots, the entire work space can be used as sets for the content creation – not least because of the materials chosen, such as mirror foils, corrugated profiles, wire mesh, PVC and screed paint which provide a variety of cool photo backdrops.