IN STORE
The upper floor of Phänomen has become a wonderful place of retreat for customers, a place where they can focus exclusively on shopping.
Phänomen Fashion Luxury Loft/Lucerne
THE SPACE OPENS
Photos: Phänomen
T
he customer takes centre stage. For the creators of Phänomen, this is not merely a hollow phrase. This is why the offices on the first floor, above the womenswear store, were transformed into the exclusive Fashion Luxury Loft last September. “Now we can showcase products even more lavishly and offer an even more beautiful shopping experience,” says Marina Bayat-Rogger. Everything is open. The “Chapel” with Red Valentino, Odeeh, and Dsquared2 lies out to the rear. To the front are the new rooms – bright and light with exposed timber framing, old parquet, and stone flooring, as well as a cosy cockle stove in the centre. “This is where we are currently showcasing high-quality cashmere labels such as Sminfinity and Lunaria, supplemented with Peserico and scarves by Friendly Hunting,” Bayat-Rogger explains. “We focus on our two bricks-and-mortar stores, meaning we still don’t offer e-commerce. It’s our strength to do what seems ordinary exceptionally well – and that’s being close to the customer.”
Next generation – Laura Rogger and Marina Bayat-Rogger, like their parents Sonja and Fritz Rogger-Furrer, are passionate retailers.
Phänomen Mode & Lifestyle Weinmarkt 4/5, Lucerne/Switzerland www.phaenomen.ch Opening of Fashion Luxury Loft: September 2019 Owners: Sonja and Fritz Rogger-Furrer Managing Directors: Laura Rogger, Marina Bayat-Rogger Employees: 12 Sales area: 550 sqm Brands for women: among others Agolde, Bally, Dondup, Dsquared2, Friendly Hunting, Herno, Lis Lareida, Lunaria, Odeeh, Peserico, Red Valentino, Tagliatore, Tods
style in progress
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