4010 Telekom Shop, Germany by PARAT «

  • A technological gadget store in Cologne, Germany, may combine neon-bright colours and pop art inspirations, but the design is ultimately rooted in a philosophy that’s beyond flashy aesthetics. Telekom seeks to build stores as though ‘ateliers’, where art and community can merge with experimentation and works in progress. The brand sells telecommunication products and services to primarily young, urban clients.

    4010 Telekom Cologne is the brand’s second store in Germany (the first is in Berlin). Each store has its own distinctive feel; the Berlin store was inspired by urban art, while the Cologne shop focuses on pop art, as seen in the magenta entranceway. With the notion of the shop as an atelier – a “place of art, community, exchange and experiments”

    ‘The store has a chameleon-like nature,’ explains Thomas Huth, who co-owns design firm Parat with Matthias Förster. ‘All the products disappear into custom-made furniture, leaving the space free for readings, showcases and workshops. The concept is more of a gallery than shop, and more about the experience than sales.’ One wall is used as an exhibition space, where artists’ works are rotated every few months. In another area, an entertainment lounge invites customers to relax. The ‘4010’ addition to the title comes from shade of magenta used, which is appropriately ‘4010 Telemagenta’ on the RAL scale.

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