DefShop focuses on contemporary design

Streetwear meets industrial design

DefShop is a multi-channel retailer of streetwear and hip-hop clothing operating across Europe, with high-street shops in Germany. The shop on Berlin’s Mercedes-Platz features a youthful design concept – starting with the floor, which has a concrete and metal look courtesy of objectflor.

Around 300 brands, an extensive online range and individually designed shops characterise the brand identity of DefShop, which was founded in Berlin in 2006. The company is aimed particularly at a young target audience. In addition to its online retail operations, DefShop also showcases its range in physical shops.

One of the shops is situated at Mercedes-Platz, a highly busy location in Berlin.

“Our client wanted the interior design to reflect the spirit of the clothing,” explains Fabian Frie of Hoffmann Ladenbau, who developed the overall concept in collaboration with the architectural practice Schnell Innenarchitektur. “It had to be rough and raw – bringing the street into the shop.”

objectflor as a trusted partner

Concrete and rusty steel form key elements of the design concept. For the flooring, the designers chose a striking metallic look from objectflor, which blends seamlessly with the desired industrial design. The practical properties of the flooring also played a part in the selection. The fact that it is easy to clean ensures low-maintenance upkeep in everyday use.

The decision was therefore an easy one for the team at Hoffmann Ladenbau:

“As we’d already come to know objectflor from previous projects as a reliable and, above all, fast supplier, we didn’t have to think twice about who to ask for samples from. These then convinced our client, DefShop.”

Covering a total of 360 square metres, the ‘Industrial Steel’ design from the EXPONA COMMERCIAL collection forms the basis for the store’s design concept and, with its various shades of grey and rust, captures the desired industrial look.

Photographer: Juliane Eirich for Hoffmann Ladenbau