During the 1980s and 1990s, interior architects Christine and Horst Lechner developed a pioneering retail concept for the fashion chain Knopf & Kragen. The objective was as clear as it was ambitious: to create an elegant, brand-defining atmosphere using simple and cost-effective materials — a holistic design uniting function and aesthetics.

​

At the core of the concept was the consistent translation of a strong corporate identity across more than 60 retail locations. The entire shop design was centrally conceived and successfully implemented in numerous sites, including prominent locations in Salzburg such as the Kiesel shopping center and the retail zone on Alpenstraße. The material palette was both deliberate and impactful: dark brown fiberboards with black 3 mm edging provided a calm, understated backdrop for the colorful merchandise. Combined with black porcelain slate tiles — a deliberate counterpoint to the typically bright mall interiors — the result was a refined and coherent spatial identity.

​

A key focus was the efficient use of limited space. Despite the small floor area, no external storage was used; instead, the complete product range was seamlessly integrated into the interior layout. One of the most distinctive design elements was the tie display stand, inspired by the costumes of Papageno. Its playful formal language drew additional attention to the merchandise. The guiding principle: the more vibrant the products, the better — economical to produce, yet high in visual and spatial quality. The Knopf & Kragen project exemplifies our design ethos: design with conviction — efficient in execution, high in impact, and precise in expression.

​