MILLER & MARC

The Berlin-based studio COORDINATION has completed the first German flagship store  for the Spanish eyewear brand MILLER & MARC in Berlin. On Auguststraße — a well  renowned hotspot of Berlin Mitte — the office for interior design and architecture has  created a distinctive retail design that invites visitors into a stimulating and authentic  space celebrating the brand‘s Spanish roots and the cultural heritage of the city of Berlin.  Inspired by the vibrant terracotta and blue hues of Spain as well as the contemporary  brand image of MILLER & MARC while nodding to the Berlin Brutalism of the 1970s/80s,  the design elegantly showcases the brand‘s range of contemporary eyewear in an  accessible way. 

Reflecting the brand identity - Founded in Madrid in 2016, the Spanish eyewear brand MILLER & MARC designs  contemporary and high-quality handcrafted eyewear. The brand‘s first flagship store  in Germany covers 88m2 and is located on Auguststraße, in close vicinity to many art  galleries, shops and restaurants. The large window fronts provide a first glimpse of the  unique interior of the boutique from the outside: A vibrant colour range that sets warm  terracotta shades against a deep cobalt blue attracts visitors to the open-plan retail space,  creating an elegantly Mediterranean feel with a neo-brutalistic twist. The retail design thus  refers to the Spanish brand‘s origins and illustrates COORDINATION‘s core competence —  reflecting brand identity with creative sensitivity and expressive spatial concepts. The centrepiece of the interior design is the custom designed terracotta-coloured retail  furniture, which has an almost sculptural appearance due to its oval shape. It serves  to display the current MILLER & MARC collections and is centrally located in the open  salesroom. Delicate, white shelves are set against a sand-coloured curtain band that  wraps itself around the space, with carefully placed lighting elements. The clever zoning  with free-standing furniture creates open lines of sight for visitors, who can be inspired  by the brand‘s large variety of glasses and receive comprehensive consultation from the  responsible optician on site — from eye tests to frame selection and lens cutting. A controlled mix of tactile and textile surfaces and the rich colour palette create a reduced  and elegant spatial impression that centres its attention on both the products and the  visitors. „The aim of our design was to create an atmospheric space that allows the Spanish  origin of the MILLER & MARC brand to enter into an exciting dialogue with Berlin while  using as few means and interventions as possible“, explains Flip Sellin, project manager  and creative director of COORDINATION.

Bespoke furniture designs - For this boutique COORDINATION has designed custom-made retail furniture, which was  produced locally in Berlin. Objects such as the central horizontal display and the cash desk,  which stand out with their terracotta-red lacquer finish and comic-like maximalist shape,  guarantee a luxurious retail experience thanks to their smart functionality. Other designs,  such as the cobalt blue plant hangers, seating furniture and strategically positioned  full-height mirrors create a coherent spatial experience. In addition to local production,  COORDINATION also focusses on reusing materials. The vertical displays, which originate  from a former store in Spain, were lacquered in bright white and repositioned in front of  the sand-coloured curtain. This sustainable design approach also reflects the corporate  philosophy of MILLER & MARC, which has been focussing on recycled materials, shortened  supply chains and durable products since its foundation. With their distinct understanding of user-centred architectural concepts and their expertise  in colour and material combinations, COORDINATION has developed a retail design  that reflects the core of the brand in an unmistakable way. The studio has conceptually  succeeded in introducing MILLER & MARC to Berlin and providing customers with a visually  appealing retail experience that focuses on the clear presentation of the product range. 

COORDINATION