Thanks to light installations, rotating showcases for young and local artists, and even its very own bar, shopping at Jelmoli is now an exciting prospect for streetwear fans and sneakerheads, too. After the successful opening of the Jelmoli Kids department in September, Liganova redesigned around 1,500m2 of space to provide an area for surprising, inspiring brand and product experiences.
The Spotlite space is intended to become a community platform, with a spacious lounge and denim and sneakers area featuring digital elements and current trends and styles. Its own bar, The Spot, invites visitors to sit and take a short break or get to know other Jelmoli shoppers. Another highlight is the integrated Adidas store, which has been designed by Zurich-based artist Mara Tschudi. Jelmoli wants to transform the department store into a ‘center for experiences’. The guiding principle of the concept for the entire space involved staging the brands and products in an inspiring, surprising way, as well as continually adding new highlights through the inclusion of a curated program.