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DDI Magazin New York // 2012 "Red Wing Shoes store concept by Christian Groeschel"

DDI Magazin New York

Storedesign - Red Wing, DDI Magazine, june 2010

U.S. shoe manufacturer Red Wing opened its first store in fall 2009 in Mitte-Berlin…owned by S.Brandenburg & K.Knipschild…founded the men’s clothing store Burg & Schild. Both stores were designed by Berlin-based Inco Media.

Inco Media founder Christian Gröschel made the visual connection between Red Wing Shoes and Burg & Schild with a combination of old, used and new building materials. “The basic idea of the Red Wing Store was to translate old, historic materials, shapes and colors in a modern idiom,” Gröschel explains. “It wasn’t about giving this the look of a museum shop for a company that goes back more than a hundred years, but rather our aim was to reflect the successful history of the brand Red Wing Shoes. The style can be described as raw, pure and porous used openly.

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© 2018 incomedia - berlin, germany

Christian Groeschel, dipl. communicationdesigner

heynstrasse 15 | 13187 berlin

phone. +49 30 499 183 55 | fax. +49 30 499 183 77



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