Schulstrasse 17 reflects the new face of tech retail
Other Retail Formats
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Mar 2022
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Stuttgart, Germany
What: Schulstrasse 17 is a showroom for technical goods and innovative start-up products, designed to merge high and low tech.
Why is it important: Tech retail is in a phase of reinvention, brands and retailers are understanding that product testing alone doesn't make a shop experience. Industry leaders including Panasonic, Google, and Apple are reconsidering their spatial-design concepts accordingly.
The new Schulstrasse 17 concept store space adopts an aesthetic similar to that of fashion retailers, heightening the desirability of spending time shopping.