Michaela Šlegr
Head of Marketing
Crystalex

You are currently working on opening a new store in Prague. Why did you choose the premises of Masaryčka?

The moment we knew we wanted to open a store in Prague, the search for premises started, which was quite a challenge at first. Of course, there are many free spaces, but not all of them were suitable for our needs. From the very beginning, our idea was to provide customers with a designer background, but the priority for us was clear arrangement, good accessibility, the possibility of parking, as well as ideal conditions for ensuring the operation of the store in terms of easy supplying. And then only Masaryčka, designed by Zaha Hadid, perfectly fulfilled our ideas.

But opening a luxury store in such a prestigious location is a bold move!

That’s true, but we do not regret the decision and I believe that we are in the right place at the right time. Because it is a way to move a little further and at the same time to show that, together with the rebranding, our appetite for constant innovation has not subsided. Opening a store is an expensive step, like changing the visuals, but we see it as a great investment in a brand that deserves it.

All work is currently in full swing, can you tell us what kind of environment customers can look forward to?

Our store will not only be practical, but above all extremely captivating. Because we wanted the store to excite on first impression, collaboration with leading architects was key for us. Thanks to this, a visually attractive environment is being prepared that will reflect the values ​​and aesthetics of the brand. Designer furniture from Knoll Bertoia will be used for pleasant seating during visits while browsing the catalogue.

Can you tell us some details in terms of the design of the store?

The entire flagship store will be based on the principle of contrast between the industrial environment with recognised installations and exposed concrete on the ceiling and walls. A clear dominant feature will be the barrisola structure, whose function will be to display and brilliantly present each product, as well as to speak continuously to each viewer, i.e. even at night, when it will fulfil the role of a great eye-catcher.

However, compared to the Nový Bor store, you are really setting out in a different direction.

You are right, the change is really striking, but the form of the Prague store perfectly matches our vision and the path we took after the rebranding. Our goal was to create a highly aesthetic, minimalist and designer environment to emphasise the charm of our glass, which has its own story and added value, thanks to the ideas of creative designers. It is also an extremely timeless and airy interior that reflects the latest trends.

The current company store in Nový Bor is the core of the matter for many local customers, but unfortunately, in many respects, it does not meet the requirements of the present times. However, I believe that this store will also undergo a refreshing transformation in the future.

When do you plan to open the Prague store?

Our assumption is the period around the end of the summer holidays, but given how demanding the overall implementation is, it is not entirely possible to determine the exact opening date. But I believe that everything will go well and we will really welcome our first customers around September.

https://www.crystalex.cz