Jelmoli in The Circle

With two new stores in the multifunctional The Circle quarter at Zurich Airport, the traditional department store Jelmoli is expanding its presence with a visionary shopping experience. The aim was to translate the brand values - timelessness, value and modernity - architecturally and at the same time create two clearly distinguishable worlds of experience: one for lifestyle, one for sport. Mint Architecture, our subsidiary specializing in commercial and experience-oriented architecture, took up the architectural language and interpreted it in the spirit of the brand.

Architectural trilogy
The material mix of white gold, gold metal and black gives the façade a strong identity and expresses the differentiation. In combination with the lighting concept the appearance of the façades changes constantly: depending upon whether they are seen from near or far, during the day or at night. The material for the entire surface of the façades was specially designed and produced for Jelmoli.

Unity through individuality
The interiors of the stores continue the game with materials, textures, and light that begins in the façade. The “Lifestyle House” is designed as a concept store and its four levels offer a range that is curated in terms of both subjects and stories. The filigree systems with surprising forms upon which goods are displayed can be flexibly combined; the evolving color concept and the elegant textiles and seating invite shoppers to linger awhile. The “Sports House” is dominated by bright materials and geometrical lines. Also occupying four levels, this is dedicated to a wide range of sporting subjects and customer segments. The highlights include varying floor-to-ceiling heights and views and a refined lighting concept.
With a total area of 2,000 m², the two independent Jelmoli stores occupy around 20 per cent of the retail space in the Brands & Dialog area.