Jeanslab by URBANJOBS — Gender-Neutral Shopping Experience in Istanbul

The Jeanslab store in Istanbul by URBANJOBS tackles a unique design challenge: creating a gender-neutral space while supporting the client's goal of increasing women's apparel sales. The result is a retail environment that balances masculine and feminine design elements, delivering an inclusive shopping experience and reinforcing brand identity across multiple locations.

Balance Between Gender-Neutral Design and Business Goals

The client's objective was clear yet complex: despite the existing 70/30 split in men’s and women’s apparel sales, the store needed to attract more female customers without alienating male ones.

URBANJOBS approached this through materiality and atmosphere:

• Textures, ceiling tones, and wall colors were carefully chosen to foster a sense of inclusion.

• Masculine design forms combined with metallic tones created a strong visual presence.

• A specially developed lacquered finish reflects both masculine clarity and feminine softness under light, forming a dual aesthetic image that resonates with all shoppers.

A Flexible Concept for Multibrand Retailer

Jeanslab operates as a multibrand retailer, with product mixes varying by location. This variability often led to a fragmented design language across the chain.

URBANJOBS proposed a standardized modular system:

• Standardized wall systems that can be quickly installed in different stores

• Consistent module sizes ensuring visual continuity

• Differentiation through ceiling and furniture colors to avoid monotony

This system ensures consistency across multiple sales points while maintaining the uniqueness and adaptability of each store.

Efficiency Through Standardization

The modular approach brought significant advantages:

• Reduced on-site production time

• Standardized off-site manufacturing for cost savings

• Faster construction times with minimal labor effort

• Budget optimization for the client, preserving brand identity

This strategy highlights URBANJOBS’ expertise in scalable retail design, where design integrity and economic efficiency go hand-in-hand.

Unified Yet Dynamic Retail Space

The repeating modules within Jeanslab are not static. Each is designed to serve different functions, creating a space that is visually cohesive yet dynamic. By integrating various retail functions into one typology, URBANJOBS achieved a global composition, where design lines guide the customer experience without making it monotonous.

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