Thanks to its retail area of more than 3,600 sqm, the Esprit flagship store on Frankfurt’s famous ‘Zeil’ is the company’s largest shop worldwide. In 2010, we developed a spectacular new store identity concept: encompassing architecture, space- and area planning, as well as product presentation, color and material choices, and decorative details. All five levels of the store are interconnected by generous ceiling openings, which offer visitors a vertical orientation within the building. Further opening the store, is an additional entrance along the Zeil with a new escalator that leads directly to the men’s collection on the second floor. The facade has been re-designed as well: in line with our concept first applied in Hong Kong, we developed a shop front boasting over 14,000 individually choreographed LED dots. The interactive light show captures the attention of Frankfurt’s shopping enthusiasts.