Jelmoli Zürich, ZH
Since its opening in 1899, as the first department store on Zurich’s famous Bahnhofstrasse, Jelmoli remains to this day the preeminent fashion house of the city. The entrance space and cosmetic department has gone through several transformations during the last century. It is defined by a forest of structural columns and ad-hock display areas. We were asked to rethink their beauty department on the ground floor. We emphasized the quality of feeling inside a forest and created a “beauty landscape” with vertical green elements to help people navigate through the building. Columns, now trees, support counters which are shaped by movement of the visitors who find themselves immersed in a vivid scenery of discovery.