Talsee Flagshipstore – A Retail Experience by Dost Architektur GmbH
Dost Architektur GmbH has been awarded in the Interior Design – Retail Interior category at the Architecture MasterPrize for the Flagshipstore Talsee – retail experience interior concept in a historic building in Zurich. Set within a heritage-listed building from 1926, the project merges historical character with contemporary design interventions, creating a cohesive spatial journey across over 800m² that fosters creativity, dialogue, and personalized customer experiences.
We got insight from Lead Architect Julian Tschanen about the design process behind the Talsee Flagshipstore, the challenges of integrating contemporary retail experiences into a historic building, and how the space brings the brand’s identity to life through thoughtful interior interventions.
Could you share some background about yourself or your practice and your work on the Talsee Flagshipstore?
Julian Tschanen: Our company’s core value proposition is: Hidden truths become effective value. We act collectively, freely, persistently, curiously and with integrity. And our credo is: An open-ended, process-oriented way of thinking. Question everything, rethink when it makes sense. Conventions are not barriers to thinking. Boredom is unacceptable. Coherent design. A designed atmosphere on every scale. Value through coherent solutions. Independent, intuitive and humorous. Living in harmony with oneself and the world. Aesthetics as a matter of course. Trust as the basis for successful collaboration. Respect in behaviour and transparency in communication. Transdisciplinary action with responsibility. Links to sociology, art, research and economics.
What was the brief for the award-winning project Talsee Flagshipstore?
Julian Tschanen: Talsee planned a new flagship store in the Zurich area, independent of its production site. Two locations were considered; we chose The Valley in Kemptthal, a former industrial hall from the Maggi production.The task was to create a showroom, consultation spaces, and offices over two levels, translating the brand’s values into a spatial experience.
Can you describe your design process and approach to the Talsee Flagshipstore?
Julian Tschanen: The project was launched using a holistic approach. Together with the Talsee management team, we first worked out the brand’s values, attitude and performance promise. Based on this jointly developed performance ethic, we simultaneously built the new flagship store, print media and website. In the next step, we held discussions with employees and sales staff from different generations. We analyzed existing processes in the existing showrooms and found that customer behaviour has changed significantly: today’s customers are very well informed, often accompanied by architects or interior designers. On this basis, we combined existing consulting processes with new requirements and jointly developed a new procedure. The question of how the two floors could be used and connected also played a central role in this process.
The result was a concept comprising two levels:
– one level for inspiration from existing solutions
– one level for the development of individually tailored solutions
At the same time, it became clear that the new flagship store could not function without a revamp of the brand communication. If Talsee is to have such a strong presence in the Zurich area, all touch points, both physical and digital, must be consistent. The aim was to achieve a high level of credibility as a traditional Swiss brand by creating a coherent overall image.
What were the main challenges during the project, and how did you resolve them?
Julian Tschanen: A key challenge was to create suitable meeting spaces for customers and advisors. Roles needed to be clearly defined so that everyone could perform to the best of their ability. The spaces had to support these encounters and foster trust.
Another challenge was the two floors: how could they be used without separating the process? The solution was a generous ceiling opening that visually and spatially connects the two levels to form a coherent shop space.
The third challenge was striking a balance between brand presentation and sales requirements. The aim was to showcase a wide variety of solutions without overloading the space, while at the same time keeping the brand design and performance ethics tangible. This curation was carried out in close collaboration with the client.
What do you consider the most distinctive or innovative aspect of the Talsee Flagshipstore?
Julian Tschanen: Talsee stands for tailor-made solutions, every piece of furniture can be customized. This principle of individualization has been combined with the concept of craftsmanship and a high level of expertise in wet rooms. The two floors of the flagship store translate this brand promise into physical space: from built reference solutions to free, individual decision-making. What is particularly innovative here is the new understanding of today’s customer.
Customers do not come to learn about trends. They usually know exactly what they want or are accompanied by an interior designer or architect. The interior designer or customer takes centre stage in the process. Talsee deliberately takes a back seat as host, providing the spatial backdrop and security so that consultation can take place at the highest level. The degree of innovation lies in taking a back seat as a brand while still creating a strong, reliable setting.
Which outcomes of the Talsee Flagshipstore are you most proud of, and why?
Julian Tschanen: The generous opening of the space with its striking staircase is particularly successful. Instead of a linear solution, a sensual concrete staircase was integrated into the open space, giving the room a strong scenographic quality.Another aspect is the acoustic design. The rooms do not absorb sound uniformly, but react differently depending on their use, size and number of people. The hall remains recognizable as a hall, while at the same time offering high speech intelligibility. The studios create a very private sound space that protects conversations. This quality was developed in collaboration with WSDG, a company we have been working with for many years.
I am also proud of the collaboration as a whole. Talsee has a strong network and highly competent partners. Project management, material selection and planning were carried out jointly. Despite the many people involved, the design achieved a high degree of consistency.
What inspires your work, and who or what has had the strongest influence on your approach within your discipline?
Julian Tschanen: I am particularly inspired by the moment when you don’t know something yet and develop a process together with people who have been doing their work for many years. Step by step, mutual appreciation gives rise to a solution that responds to circumstances, possibilities and context. When the process and space eventually feel natural and a sense of ease emerges, it is always very inspiring. The path to get there is often complex which makes the feeling all the stronger when everything suddenly seems easy.
What does receiving the Architecture MasterPrize for the Talsee Flagshipstore mean to you, and how do you see it influencing your future work or practice?
Julian Tschanen: The Architecture MasterPrize shows that good cooperation and courage are rewarded. I hope that this prize will help to strengthen trust and encourage people to break new ground. For our practice, it confirms the path we have chosen: maximum transparency, honesty and a continuous, collaborative process with our clients.
We thank Julian Tschanen, Lead Architect at Dost Architektur GmbH for sharing the story behind the Talsee Flagshipstore – retail experience interior concept in a historic building, a project where historical architecture, contemporary design, and curated retail experiences come together to create an engaging and memorable environment. Explore a video of the project to see the space and design in greater detail.