Vitra is opening a pop-up store in the KaDeWe department store in Berlin from 7 to 27 January 2019. The temporary shop is dedicated to the Eames Plastic Chair by Charles and Ray Eames. Visitors can discover the versatility of this iconic design and configure their own personal chair. The Swiss furniture manufacturer is adopting a hybrid approach here, combining a brick-and-mortar shopping experience with digital elements.For two weeks, visitors to the Vitra pop-up store can explore the wide array of bases, shell colours and upholstery versions available for the Eames Plastic Chair family. The various components can be freely combined and customers can order their favourite individual model from over 100,000 configuration options.
Vitra supplements the analogue in-store presentation with digital elements. Customers can utilise the Eames Plastic Chair configurator on a large touchscreen. A digital tool connected with the brand’s online shop as well as with local dealers is used to place orders in the pop-up store. Customers therefore benefit from the advantages of both retail channels: The physical store provides inspiration while the digital order process guarantees the availability of all configuration options. The order is delivered directly to the customer’s home – and in the case of many models this is within 72 hours.