A space designed to celebrate the brand – inviting visitors to touch, explore, and experience Telekom as a living "point of brand experience" with authentic urban and regional character. This is the vision behind Deutsche Telekom's new flagship store on the bustling Schildergasse, masterfully realized by Lepel & Lepel. The Cologne-based architecture and interior design studio, which developed Telekom's EU-wide retail concept in 2017, continues its compelling series of store environments. Here, a striking dark envelope meets urban aesthetics, woven together with a commitment to resource conservation and sustainable material choices.

Spanning the ground and first floors, the Cologne flagship comprises 305 m² of flexible space—designated for inspiration, presentation, consultation, service, repairs, a café, events, workshops, and workspaces. The existing architecture and shop design form a unified composition: the façade's frame-like structure and supporting elements are amplified through bold graphic "frames," transforming the space into a dynamic stage for Telekom's diverse offerings and activities. A designed stairwell—visible as a luminous, colorful beacon from the street—flows into the "Magenta Loft," where customers encounter advice, inspiration, and genuine hospitality. Here, the "Magenta Home" applications are showcased in an approachable, relaxed setting—from access control to automated blinds. The flexibility to introduce new products ensures the experience continuously evolves. Regional and unexpectedly botanical wall graphics, conceived by Grosse8, enhance the narrative. Sustainability was paramount throughout the renovation. The existing structure was honored with minimal intervention: sealed openings were reinstated, original glass blocks restored and preserved. Fixtures and finishes prioritize reuse, visible upcycling, and circular economy principles. The carpet in the "Magenta Loft," for instance, is a curated vintage piece from a local vendor. The "frames" are rendered on sustainably produced wallpaper with 100% recycled polyester content. Event counters and reception surfaces are crafted from recycled glass and board material derived from reclaimed wood waste. LED lighting drives the entire illumination strategy. Living greenery and real plants foster optimal air quality while infusing the environment with organic warmth.

www.lepel-lepel.de

Photography Credits:

HG Esch
www.hgesch.de

(Featured in CUBE Cologne Bonn 01|22)