The change from the point of sale to a point of experience is a logical consequence of the tension or the merging of online and offline trading. This is why the renowned project management specialist ECE, which is the European market leader in the field of inner-city shopping centers with around 200 shopping centers in 11 countries, is relying on a new platform for brand staging and product presentation. With a pilot store in the Limbecker Platz mall in Essen, the company is presenting a mix of pop-up and concept store with changing themes and experiences. The rapid implementation of the multifunctional concept was made possible thanks to the innovative DryTile system with ceramic tiles which can be laid dry (without adhesive). In addition, the corresponding flooring was so cleverly integrated into the mall's traffic area that visitors are guided directly into the store.
ECE and the company Pop Up My Brand (PUMB) developed the new concept, with which new theme and experience worlds are propagated at intervals of several months in a mixture of pop-up and concept store. In line with the motto "It's all about stories", the customers receive inspirations around the respective theme as well as a selection of products to touch and experience. The participating brands, in turn, are to be given the opportunity of presenting their products flexibly, for a limited period of time and in a suitable environment. PUMB managing director Christoph Edler puts it this way: "We can do what digital shopping cannot do: address the senses and thus make products and brands a true experience.
Multifunctionality for changing theme worlds
The store design thus explicitly aims at the experience character of shopping. The respective brands are offered an uncomplicated and flexible platform on which products and services can be interactively experienced. In addition, the multifunctional and modular design allows for a perfectly fitting integration of the changing themes, while highlight areas and a stage ensure an optimal staging with the help of presentations or events.
Creating attractiveness via the floor
In order to attract the greatest possible attention and to guide customers directly into the store, ECE and PUMB decided to integrate the shop architecturally into the mall - a special task for ECE and an undertaking which was only possible by extending the floor covering of the shop outwards into the traffic area of the mall. "In this context, we were looking for a floor covering which could be laid in both areas, but that could also be installed quickly so as not to disturb ongoing operations. In addition, uncomplicated removal for possible other use should be possible," explains Edler.
These great demands are met by the innovative DryTile system, which consists of ceramic floor tiles with a cork layer on back that can be laid dry without adhesive. It combines the advantages of ceramic tiles with current requirements in modern shop-fitting, but also in the hotel, commercial building and catering sectors - in other words, wherever floor surfaces have to be replaced regularly at certain intervals or installed as quickly as possible in order to minimize downtime and thus loss in sales.
Quick to lay, quick to walk on and use, quick to remove
DryTile requires no tile adhesive at all and can be laid up to eight times faster than by the conventional method and can be completely removed again without any residues. The prerequisite for DryTile is a particularly even laying base. DIN 18202 "Tolerances in building construction" is the basis for the design. In case of higher mechanical loads, a pitch of 2 mm over a length of 2 m is recommended. The high-quality DryTile tiles are then laid on this base. Their thin cork layer on the back, which which is durably applied already ex works, and the special pointing compound developed explicitly for the system allow for quick and safe laying without adhesives. In addition, the cork layer on back projecting on all sides in a defined manner, automatically creates an elegant narrow joint when the tiles are joined together.
The covering can be walked on immediately prior to pointing, for example for subsequent works of other trades like painters or electricians. After pointing, the surface can be walked on after 12 hours and is fully loadable after another 12 hours. The DryTile system therefore optimizes the construction process, saving time and thus money. The bottom line is that this intelligent solution allows for up to eight times faster laying than by the conventional method.
DryTile is also completely removable. This is particularly relevant in the Limbecker Platz mall, as it ensures that the original condition can be restored quickly and without great effort.
In this specific case, the technical solution was as follows: in the shop area the existing screed was slightly levelled, in the traffic area of the mall the laying was done directly on the existing natural stone. The small difference in height at the edge of the DryTile surface to the adjacent floor covering of the mall was elegantly and easily levelled using a standard commercial profile.
Creative use of aesthetic potential
Edler also skilfully used the design options offered by ceramic tiles. For example, he had the DryTile tiles not simply laid parallel to the wall, but rotated exactly by 19.2°. In order to draw attention to highlights already via the floor design or to mark escape routes accordingly, Edler played with different tile colours and thus zoned individual areas within the store. DryTile tiles from the Valley series in the format of 60 x 60 centimetres in the colours earth-brown, sand-beige and slate were used.
Technology world at the start
The pilot store in Essen started in the 4th quarter of 2019 with the theme world "It's all about gadgets, baby" and focuses on the presentation of various technical products. The participating partners include energy suppliers and manufacturers of electric scooters, household robots or jukeboxes. Further "stories" are planned on topics such as family, sports & fitness or sustainable living.
Discover the possibilities
DryTile tiles are available in attractive designs and formats. The standard range already includes 20 series with a corresponding wide range of colours and surfaces. There are also several colours to choose from for the special pointing compound, so that tone-in-tone or also contrasting solutions can be realized. Within the scope of project-specific individual productions, further series from the range of the brand Agrob Buchtal can also be manufactured in DryTile design.
Background information
The DryTile system is an innovation of Deutsche Steinzeug Cremer & Breuer AG (Germany's most important manufacturer of ceramic tiles for private and public applications). The market support and service is provided by the two sales subsidiaries Agrob Buchtal Gmbh and DryTile Ceramics GmbH.
www.drytile-ceramics.de
www.vertikom.com
Kontakt
Werner Ziegelmeier (Head of Public Relations)
Phone: +49 (0)9435 391-3379
Mobile: +49 (0)160 90527159
Fax: +49 (0)9435 391-303379
Email: werner.ziegelmeier@deutsche-steinzeug.de
