The Hugendubel bookselling chain has extensively renovated its largest branch on Steinweg in Frankfurt. The Schwitzke Group was responsible for the development and realisation of the new concept, which was implemented across approximately 3,000 square metres of retail space over four floors. The aim of the redesign was to interpret Hugendubel's brand identity, to highlight the historical building fabric more strongly, and to create new experiential areas for customers.
The project is the result of a long-standing collaboration between Hugendubel and the Schwitzke Group. Implementation was carried out by a bundled team of experts, consisting of Schwitzke & Partner, Schwitzke ID and Schwitzke Project. This integrated approach enabled the coordination of design, brand presentation and construction realisation from the outset, which led to a reduction in renovation time to 14 weeks while the store remained operational. Lukas Schwitzke, Managing Director of Schwitzke & Partner, emphasised the advantages of the collaborative approach and the close exchange between all involved parties in projects of this magnitude.
The branch is located in a historical building that originally served as a cinema, and its extraordinary architecture defines the character of the premises. The modernisation of the branch underlines the consistent evolution of Hugendubel's store concept. The family business pursues a strategy of individual concepts for its more than 100 branches. As part of the redesign, the arrangement of the assortment was adapted, and individual genres, including 'Romance', 'Manga & Comic' and 'English Books', were restaged in terms of design. A newly established Hessian shop also brings regional themes and products more into focus.
The interior design concept by Schwitzke & Partner was complemented by the work of Schwitzke ID, which was responsible for central elements of the brand presentation. For the newly designed 'Henris Bistro', Schwitzke ID connected the history of the building with the more than 130-year tradition of the Hugendubel family business. The structural implementation was carried out by the general contractor Schwitzke Project during ongoing operations. Work was coordinated section by section across all floors to ensure continuous business operations. In addition to the challenging construction site logistics in the central inner-city location, the application of sustainable material strategies was a key focus. The existing historical building fabric and the building structure were preserved and harmoniously integrated into the new appearance.
The renovation not only integrated the building's historical elements but also significantly improved the quality of experience for customers. The already established reading islands in the atrium were visually upgraded and retained their central function as a focal point for visitors. The entire redesign of Hugendubel's Frankfurt flagship store represents a symbiosis of modern bookselling presentation and respect for the building's past. The project serves as an example of how retail spaces can be modernised while preserving and emphasising their unique character.
