The “Anger” is the main shopping street in Erfurt and the city’s vibrant heart. This promenade is characterised by historical buildings, such as the “Haus zum kleinen Paradies” (House of the Little Paradise) at number 28. The elegant baroque building looks back on a similarly long history as the Jasper jeweller’s shop, founded in 1797, located here. This tradition and high quality of the jewellery and watch retailer needed to be reflected in the expanded sales areas with a new look. The spatial and design concept by brandherm + krumrey gently captures the spirit of the location to create a refined yet relaxed stage for the precious merchandise.

The existing spaces have been expanded to achieve a future-proof retail store, adding approximately 120 square metres on the ground floor and about 80 square metres on the first floor. By adding new wall openings and sightlines, previously separate areas have been unified into a cohesive layout. This also established a flowing path through the store and an open, inviting atmosphere. A new spiral staircase leads to the upper floor, which houses meeting rooms, offices and workshops for watchmakers and goldsmiths.

Surviving historical elements, such as the baroque wooden gate in the forecourt passage, were carefully restored in line with heritage conservation requirements. The existing interior spaces have been given a design facelift. To highlight the newly expanded areas, the interior design uses a distinctive language that reflects the jeweller’s traditional values while meeting the demands of modern retail. Various zones of expertise were created for different product categories and consultation needs. Upholstered chairs and armchairs together with tables form different islands that divide the space, creating areas for discreet conversations. The connecting centrepiece of the store is a high-quality bar made of walnut, natural stone, leather and refined textured glass. Here, customers can gather for sales consultations or relaxed chats over a drink.

A carefully curated material and colour concept visually connects the expanded areas. Warm wood and cream shades define the elegant yet inviting atmosphere. Visual continuity is also provided by herringbone oak parquet flooring, while high-quality carpets delineate the consultation islands. Custom-made wall panelling with walnut veneer, leather inserts and anodised metal accents echo the exquisite nature of the watches and jewellery on display. The delicate design of the glass display cases, which serve as eye-catching elements and room dividers, further enhances this relaxed noblesse.

Customised lighting contributes significantly to the perception of space and is particularly important in the luxury segment. Large suspended ceiling canopies with recessed spotlights thus discreetly showcase the sales rooms and create a pleasant lighting atmosphere. The inner courtyard of the baroque building has also been is included in the expansion. With the original paving stones, plants and cosy outdoor furniture, the courtyard offers an additional consultation space on warm days. The overall concept comprises a wide range of options for consultation and sales with feel-good spaces that are as contemporary as they are timeless.