Authentic naturalness and the ultimate in lifestyle: the new look of the Replay store in Düsseldorf is a subtle and resolute showcasing of the company's philosophy – with upholstered furniture from Walter Knoll, specially covered in the Italian label's legendary denim.
Recycled, hand-crafted wood; rough, sometimes velvety polished concrete; striking metal: whoever enters Replay's concept store on Düsseldorf's Heinrich-Heine-Allee is suddenly immersed in a world of blue denim. Rivets, buttons, washed gravel – the store exudes the atmosphere of a factory workshop. Industrial design at its best. Just as naturally resolute: the concentration, architecturally speaking, on select materials in the very best quality, the subtle use of colour and light.
In the middle of this designed landscape covering more than 300 square metres, you are in for a surprise with elegant chairs in denim garb. As if they had emerged from the blue smelter, the carefully crafted products from Walter Knoll fit in with the interior – and at the same time are naturally outstanding. Whether patchwork or raw denim type – each piece has its own personality, special feel and structure, thus telling its very own story. Precisely finished seams trace the soft shapes of the seats. The trouser pockets are part of the design and, if necessary, can hold those small treasures that would otherwise probably go missing. Attention down to the very last detail.
Designing brand identities: the collaboration with Replay is a good example of Walter Knoll's expertise in perfectly expressing brands in furniture. Because design creates identity. It speaks – directly and constantly. In the case of Replay, it tells the charming story of aesthetics, naturalness and authenticity.