HERMAS – classic elegance for a distinctive store
A fashion store is shaped by the feeling visitors experience as they enter. For HERMAS in Damascus, the interior combines clear product presentation with the atmosphere of a classic salon. Dark timber, light stone frames and carefully placed lighting provide an expressive setting for suits, shirts and accessories. Proportions, surfaces and details make quality tangible.
Project profile · Location: Damascus · Project type: fashion store · Task: store design and shopfitting concept · Design focus: product presentation, consultation and fitting, dark timber, light stone frames and lighting.
Repeated wall bays articulate the elongated sales floor. Open shelves, drawers and freestanding display furniture establish a clear order. Space for a relaxed visit remains between selecting, consulting and trying on. The store design allows the interior and the collection to work together.
Materials: dark timber and light stone
Dark timber gives the fitted furniture depth and warmth. Visible grain, finely graduated profiles and horizontal drawer fronts create a calm rhythm. Light, porous stone surfaces frame the displays like small portals against the dark backgrounds. The interplay of warm and cool, light and dark defines the store’s character.
This interplay continues across the floor. A dark, reflective circulation zone is bordered by warmer timber-patterned areas. The different surfaces make the spatial arrangement legible. Subtle reflections connect the floor, furniture and ceiling into a coherent interior.
The brand as part of the interior
The framed HERMAS sign has a dedicated place in the store. A backlit surface and stepped timber frame give it presence within the material concept. A slim shelf below displays selected shoes. Brand identity and product presentation share a design language: precisely framed surfaces, a restrained palette and carefully chosen focal points.
Leather, ornament and mirrors: a salon within the store
The lounge introduces a residential quality to the sales floor. A brown Chesterfield sofa brings softness and texture, contrasting with crisp furniture edges and stone frames. Floral wall decoration continues the store’s decorative character, while a richly profiled mirror brings the composition together and extends the sense of space.
The area provides a personal setting for consultation. Customers and companions can arrive, sit down and consider their choices at leisure. It creates a place to spend time that is designed as carefully as the product displays.
Product presentation, consultation and fitting
The fittings combine open displays with closed storage. Suits hang in clearly framed niches, while narrow compartments organise shirts. A central table anchors the room and provides space to assemble outfits and examine materials closely. Textile curtains mark the fitting rooms and add a softer surface to the timber and stone.
Lighting connects architecture and collection
The articulated ceiling continues the classic design approach. Decorative lights give the room identity, while directed lighting highlights displays and individual details. General and accent lighting bring out timber grain, textured light frames and the reflective floor. Light becomes an essential part of the store design.
Store design and shopfitting in Berlin
HERMAS in Damascus shows how interiors can translate a brand into space. From our Berlin studio, we develop individual concepts for stores, boutiques and retail spaces. Store design and shopfitting planning connect materials, lighting and product presentation suited to the collection.
Planning a new store or redesigning an existing shop in Berlin? Together we develop a space that suits your brand, products and customers. Contact us for an initial conversation.
Image note: the project photographs were digitally and AI-enhanced for this presentation.
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