Irma Mahnel shop „Dress code“

Munich, Germany

Photo © Holger Knauf

Interior Designers: reginadahmeningenhoven

Location: Munich, Germany
Year: 2006

The Munich store occupied by Irma Mahnel, an exclusive fashion label for larger sizes, is a cross section of concepts: exhibition, installation and shopping. Its look is inspired by the client, who highlights the sensuality of the female body in apparel that emphasizes curves. Consequently, the atmosphere here is sparkly, curvaceous and glamorous. reginadahmeningenhoven has spotlighted the woman who shops at Irma Mahnel by producing a retail interior that fits her like a second skin and makes her feel comfortable. Trying on clothes here creates a relationship between the body and surrounding space. Thousands of reflections in a collage of circular mirrors on the wall reveal fascinatingly fragmented images, stimulating customers to rediscover themselves. Rather than tucking fitting rooms into a far corner, the designer has placed them in the middle of the room, all with an eye to making the customer the star of the show and giving her the attention she deserves.