For iittala, Tchai realised a new sustainable shop-in-shop concept at KaDeWe Berlin, the second largest department store in Europe. Building on a long-standing collaboration with the Finnish design brand, this latest project translates iittala’s timeless design philosophy into a warm, contemporary retail environment designed for international rollout.
Iittala’s retail presence needed to communicate craftsmanship, longevity and sustainability while standing out within a high-end department store environment. The shop-in-shop had to elevate product presentation, feel premium yet understated, and be suitable for consistent deployment across multiple European markets.
The concept was initiated by Futudesign, with Tchai responsible for the full realisation. From materialisation and engineering to production and installation, Tchai translated the design vision into a technically refined and sustainable retail solution, with a strong focus on durability and long-term use.
The shop-in-shop is constructed primarily from durable and sustainable materials, including Valchromat and selected wood types such as Douglas fir and oak. Integrated lighting within the furniture subtly enhances the product presentation, while illuminated iittala logos add a refined brand signature. The result is a calm and distinctive retail environment where the products take centre stage.
The KaDeWe Berlin shop-in-shop sets a new benchmark for iittala’s retail presence. The concept is designed for rollout across Europe and will be introduced in department stores including De Bijenkorf, Fnac, Galeries Lafayette, Printemps, Coolblue and others. This project demonstrates how thoughtful material choices, precise engineering and close collaboration can translate a design-led concept into a sustainable and scalable retail environment. By realising the concept end-to-end, Tchai helped bring iittala’s values to life in one of Europe’s most iconic retail destinations.