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VM Inspiration: Recreating the Home

WGSN highlights the most authentic examples of ‘comfort retailing’ from around the globe.

Comfort retailing, or home style, has been on the scene for quite some time now. However, this month WGSN has noted some particularly good, authentic examples and they are featured in our monthly VM Global Overview report.

In Berlin, British fashion specialist Chelsea Farmer’s Club is a haven for tired shoppers. Customers are able to help themselves at the makeshift liquor bar while putting their feet up in the sitting area. The store also features plenty of charming details such as crochet flowers, a taxidermied piglet and product arranged to create an all-round lived-in feel.

Young fashion retailer Tom Tailor Denim, also in Berlin, follows suit with a similar messy home interior, featuring garments strewn across the fireplace and floor. Details such as a trophy and a globe add authenticity to the store’s display.

In London, footwear retailer Schuh transforms its windows into a busy home interior, complete with retro TV, net curtains and travel trunks used to display product.

A similar, but less messy, retro interior theme can also be seen at menswear brand Gant. Its 1950s-style display goes so far as to feature era-authentic food.

Meanwhile, in Copenhagen, optical retailer Poul Stig Briller used backdrop images of a homely library and books as props to display its eyewear.


For more images on global VM themes and inspiration, such as colour palettes and mannequin styling, visit the Retail & VM section of

Get more from wgsn WGSN Boutique has retail and VM inspiration from more than 100 cities worldwide. Stay informed

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