Design that Speaks to a New Generation
Rolf Benz - Germany
What success did we aim to create?
We were tasked with launching freistil, a bold new sub-brand for Rolf Benz, designed to attract younger, design-conscious consumers. The goal was to create a dynamic retail brand transformation that felt distinct from the parent brand, while still reflecting Rolf Benz’s legacy of craftsmanship and quality.
How did we create the success?
As a retail design agency, we delivered a strategic concept that balanced energy, flexibility, and identity:
- Created a separate entrance and unique spatial language to establish a clear brand distinction
- Designed modular room sets, allowing store design outcomes to flex across different international footprints
- Mapped the customer journey using a catwalk-inspired layout with ceiling rafts to guide flow and visibility
- Built immersive lifestyle zones, each telling a relatable, character-driven story to enhance brand experience
- Integrated hospitality elements like a central refreshments table to extend dwell time and encourage engagement
This design strategy provided both scalability and strong emotional resonance with the freistil audience.
What were the results?
- freistil became a signature element within the Rolf Benz showroom network
- Footfall increased among younger consumers, expanding the brand’s reach
- The flexible concept enabled wider rollout and was adopted into the broader Rolf Benz retail strategy
”Working together with KVB Design on building an innovative and inspiring “home base” for our new brand Freistil, was a very creative and professional process. The team from KVB Design came up with a showroom concept that brought our brand values to life and created the perfect space for our customers to get the full product and brand experience.
Andreas Lechner - Director of CommunicationsROLF BENZ AG & Co.KG
