Southern Germany is home to Outletcity Metzingen, located near the town of the same name. Offering an impressive selection of 110 premium and luxury brands on site, it is the largest outlet retail park in Europe. Because it is within easy reach of Stuttgart, Zurich, Frankfurt and Munich, it attracts in excess of 4 million annual visitors, both locally and from all over the world, which makes it one of the most important international shopping tourism destinations in Europe.
Although following the Tommy Hilfiger outlet concept store design, the retail space includes a wide range of custom-made elements to give it a unique and premium feel, fusing the brand’s heritage and DNA with clean, modern finishes and a bright and airy aesthetic. The store is a celebration of a truly omnichannel and immersive retail experience. Blending traditional shopping with digital innovation creates a seamless connection between online and offline and continues to be an integral part of Tommy Hilfiger’s vision for the future of retail.
Social spaces are also an important element of the brand’s vision. A seventy square meter “Tommy’s Coffee” café, offers a dedicated space for people of all backgrounds to come together and truly immerse themselves in the Tommy Hilfiger brand. There is also a fully functioning playhouse in the kid’s area, providing fun and entertainment for the younger customers.
With our long-established working relationship with the brand, rpa:group’s interior architects were involved with the initial layout proposal phase and created the working drawings for the store, as well as assisting with the entire design process.
The store opened to the public in September, and forms part of an ongoing roll-out of outlet stores for the Tommy Hilfiger brand worldwide.
(Images by Huy Nguyen)