The concept store as a tool

WW: What is the concept idea behind the "Weltraum Concept Store"?
Alfredo Schilirò: The mother of all concept stores is "Colette" in Paris. 10 Corso Como" in Milan and "Jeffreys" in New York have achieved cult status. Concept stores like our "Weltraum" offer an exciting shopping experience. They are characterized by the mix of brands that are showcased. A concept store is also characterized by the selection of products. These are things that you don't find everywhere and especially not in this combination.
Richard Rau: There is another component to our "Weltraum Concept Store". We provide "start-up assistance" for areas with commercial space. Our "Weltraum" is not tied to a specific location. On the contrary. It shapes the respective surroundings through its presence. And that is also the origin of the format, which addresses the needs of developers, real estate managers or landlords. We temporarily fill vacant spaces with the "Weltraum Concept Store", attract the attention of potential tenants, arouse public interest in the location and increase its attractiveness for existing tenants through higher visitor frequencies.

How did it come about?
Schilirò: The origin - or big bang - of "Weltraum" was when my agency Flowcube Communications was commissioned by the developer Allreal to handle communications for the Richti site in Wallisellen. The initial situation was that the Richti site - built by five renowned international architecture firms - contains owner-occupied and rental apartments as well as office buildings, but only a few people know that there is also commercial space there. Flowcube has developed a concept and measures to raise awareness of the commercial activities on the Richti site. This is to support existing tenants, but also to make potential tenants aware of the space. As part of the overall communication offensive, we have developed the "Concept Store" measure, among others. It is being implemented by Sailors of Success GmbH, which consists of the partners Richard Rau, Oliver Rau, Mauro Dimitri and myself. The communication for the "Concept Store" has drawn increased attention to the Richti site. People have come because of the concept store who would otherwise never have visited Wallisellen and who have thus become aware of the entire area for the first time. The store is a revitalization, which also benefits existing commercial tenants because it generates a whole new level of footfall.

What can you find in the store?
Rough: "Weltraum" as a name is completely open and allows for many things. However, we determine the mix of products and brands, which must be in line with our philosophy of an attractive concept store. The format per se - size of the location, duration of the store and other components - is adapted to the needs of the developers and real estate companies that have commercial space to let and commission us to do so. With "Weltraum", we go wherever an area or shopping center needs to be revitalized.

The store as a tool?
Schilirò: Exactly. Our concept store is a marketing tool with which you can generate attention and create frequency. Always with the "Weltraum" brand and always with the mix that we define individually with the brand partners. These are selected according to the components that we consider useful and enriching for such communication, so that the meeting point becomes attractive.

What exactly is there to buy here in Wallisellen?
Rough: There are products from well-known and lesser-known brands that we believe have potential and make up the attractive mix of "Weltraum". The range extends from selected books, music systems, art, glasses, furniture, interior design objects, clothing, shoes and perfumes to stationery, carpets and accessories.
Schilirò: We have around 40 brands in total. Including South Garage. This is a customizing manufacturer from Italy that produces tailor-made motorcycles. It is important that the products tell a story. We also try to communicate and sell a lifestyle that we personally like.

How is the offer communicated?
Rough: Sailors of Success is backed by the expertise of advertising agency Rau and PR agency Flowcube. Ideas from these two areas are needed to publicize the store. Alfredo Schilirò communicates strongly with Flowcube via the public relations channel with a focus on media relations. Oliver Rau and I work heavily with Facebook through our advertising agency and are in the process of building a community. We are also developing advertising measures and have a presence on the website. Mauro Dimitri, who also works at Rau and has around 20 years of retail experience, sells and communicates on site in the Weltraum Concept Store.
Schilirò: Of course, "Space" is also a stage for our brand partners. They can use the platform and organize events - for their brand and with their target groups. This in turn brings new people to the area. So it's a win-win situation for everyone involved, for the client who buys our tool, for our brand partners and for the end consumer, who finds a vessel that he has never seen before in this form with such a mix of brands. This closes the circle.

How are sales going: does anyone actually buy a motorcycle when they visit the store?
Rough: Of course, this is not an impulse buy. But there is also a target group that would never expect to see a motorcycle here. And then such visitors suddenly get the idea, partly because these motorcycles are not primarily about technology, but about lifestyle. But sales are not the main focus. Above all, we want to act as a magnet.

What happens after Wallisellen?
Schilirò: The launch of the "Weltraum" brand took place on the Richti-Areal. The next store will most likely be in the center of Zurich. Various options are open. However, it is also possible that there will be different "Weltraum" stores at the same time - in line with the needs of our clients in Switzerland and internationally. It is also conceivable that our Weltraum brand will stand for other services in the future. After all, space is boundless.

Interview: Andreas Panzeri