Tailored to Perfection

Measure tapes, scissors, sewing machine and cut fabrics are a bold introduction to the 180 sq. mt. new persona of Baltman , a brand known for high-quality men's fashion.  Tallinn in Estonia and Vilnius in Lithuania were the first places to be acquainted with an epitome of Baltman's new avatar, Baltman Unique.

A tailor shop emanating an aura of a premium brand or a premium brand going back to its roots of a tailor's shop; the nuances are quite subtle. A strong point of the brief was to create an environment of amicable personal service. "Baltman Unique is an exclusive sub-line of the Baltman brand that offers its customers tailor-made suits from the unique cut to the button. During the briefing, this special added service was identified as one of the brand's unique selling points and was therefore used to develop the new overall retail concept. The Tailors Studio, a modern tailor shop in the style of an urban loft, immediately conveys to customers the impression that their wishes can be translated into fabric right on site. Thus, the Baltman claim of personal and individual service for the discerning man is translated into a spatial concept,” inputs Volker Katschinski, Creative Director of Retail at Dan Pearlman, talking about the brief on the new concept.

A window display is the best introduction a brand can offer to its potential customers. At Baltman Unique, the brand takes advantage of its established identity and showcases mere pictures of men sporting Baltmen suits. Well, that's enough said to communicate the brand identity. The window display ensemble manifests a workshop look. It provides the first peek for the customer into Baltman Unique when he realizes,'Oh! That's new'. Fabrics, measure tape, sewing machine, scissors, fabric samples are nitty-gritties which communicate the whole idea. An unfinished suit on a stand is put up for display which screams out the tailoring attitude.

An industrial raw feel of the store creates the tailor's workshop-like space and the chic interiors reflect the brand's class. The industrial references in the facade like over-sized steel rivets that are found in bridges, set the language of the store. The materials used adorn the store in a loft-like attire. The central table display is also made to look like a tailor's workspace. Display gimmicks are the trick here. This display is strategically placed on wooden hexagonal end grain parquet flooring which again, is attuned to a workshop atmosphere. Also, the articulation of the flooring is such that the richness of the interiors is not compromised and seamless concrete flooring carpets the rest of the store, while brick walls and black steel fixtures define the colour pallette.

In the black steel wall systems, brass details come through as a touch of sophistication and reflect an attitude of intricate detailing. Industrial looking lamps merge with the character of the store and warm lights focus on the products. Although, a very special lighting feature is the skylight whose placement in this store evokes a factory-look where skylights are a very stark feature of design. Here the skylight connotes the concept, while providing enough light for the store. 
The character of the store majorly is reflected through prop details and display systems employed. "Large-format steel frames, furniture details, and dress forms covered in fabric reflect the artisanal lifestyle. Particularly special are the numerous tailor workshop references found throughout the store: creative details like walls covered with sewing patterns, a table filled with buttons and an over-sized sewing kit placed in the entrance area in which accessories from belts to scarfs are located,” explains Volker Katschinski. There is an entire wall finished with dress-making patterns. Its nude colour works perfectly as a backdrop to the display mannequins in front of it while speaking of a creative approach to the concept. On the same line of thought, dress-maker's dummies are placed on the top-most shelf of the display systems.
The division of the space is done through the black panel systems which can be opened and closed as needed. The Baltman Unique zone has its exclusive area where customers are advised on fittings for tailored-suits. The trial rooms are quite spacious; which reinforces the store's ideology of customer service being on top of the pyramid. A lattice structure is a further testimony to what minimalism can do to a space. It is a simple structure with strong visual connect to the rest of the store and also makes a statement of privacy required for the zone. Leather furniture, spacious fitting rooms, personalized service and a perfect balance between privacy and accessibility creates an experience of comfort not only for the customers but also their companions .

Overall a feel of indulgence is created here, which comes as a refreshing change for the gender in consideration and contributes to the brand positioning. Further , the interior finishes and style are approached with a hands-on attitude that draws the target customer to his comfort zone.

This store is a success story of how raw, industrial and unfinished elements can very well camouflage a premium atmosphere. These elements, instead of taking away from the panache of the studio, add to its exclusivity.