While it's common knowledge that brick-and-mortar retail faces stiff competition from online commerce, there's encouraging news: physical stores can absolutely boost their revenue with the right approach. A redesigned space concept is one proven method. The owners of Hamburg's Lunge running store, brothers Lars and Ulf Lunge, experienced this firsthand. "Our sales actually doubled with the new store design and expanded floor space," the brothers say enthusiastically. They commissioned architect Julia Gustafsson to transform a former factory site in Barmbek into Germany's largest running store—one that would honor the industrial heritage of the adjacent Museum für Arbeit while creating an entirely fresh retail experience.

Open ceilings and sleek black steel staircases leading to two running tracks anchor the space's relaxed industrial aesthetic. Natural, premium materials create dynamic contrast against the cool surfaces of the running laboratories and glass display walls for shoe showcasing. Layered with raw elements like concrete, polished screed, and metal, the result is a running store with genuine personality—one that's instantly recognizable and deeply distinctive.

For traditional retail, the formula is clear: showcase premium brands, deliver expert guidance, and craft an unforgettable shopping experience. These are the cornerstones of survival in today's market. "That's exactly what the running specialist asked us to deliver—a complete brand transformation," explains Gustaffson. With four locations across Hamburg and Berlin, Lunge stocks its own German-manufactured running shoes alongside international brands. The new store's shopfitting concept positions Lunge as Germany's premier destination for serious runners. Beyond retail, the space serves as a genuine gathering hub for the city's running community.

www.gustafsson-architektur.de

(Published in CUBE Hamburg 01|20)