In Stuttgart, as in many other cities in the past, it has failed to position itself for the future and is now facing major challenges due to shopping centres, online trade and changing customer behaviour. We want to show how you can contribute to a lively and attractive city centre with the magazine SELECTION and our articles. After all, shopping, shopping and leisure – all of this takes place in the centre of cities, turning them into spaces of experience where people like to spend time. Shops with modern concepts, attractive restaurants, cafés and places to linger as well as service providers such as doctors, banks and authorities form the backbone of a lively city life. On the one hand, digital technologies can be used to bring offers and services to networked customers. If this succeeds, nothing stands in the way of closer and, above all, direct communication between all parties involved. On the other hand, it is not only modern technology and social media that make our inner cities a place where people like to spend time. Part of a city is that it appeals to its visitors emotionally, that it has atmosphere and can tell stories. Such a story is that of Barbara Benz and architare.
Anyone who enters the fine furniture store on the edge of the Dorotheenquartier is immersed in another world and is enveloped by a fine sense of design and architecture. Lovingly arranged, you will find a huge selection of all kinds of beautiful items: seating furniture from Italy and Spain, classics from the region, lamps, vases and other accessories. Today we are warmly welcomed by Managing Director Barbara Benz. After an initial conversation, it immediately becomes clear that you will find concentrated female power and professional competence here. The daughter of entrepreneur Rolf Benz has a passion and love for furniture and furnishings in her genes. The managing partner of architare Barbara Benz has lived in the region since her childhood and took over the traditional Stuttgart furniture store “Fleiner” in 2014. With the move from Killesberg to Stuttgart’s city centre, the name of the furniture store Fleiner Möbel by Architare was also changed to architare. Everything is a bit smaller, but in a prime city location, around the corner from Breuninger and the market hall. During our conversation, we are repeatedly provided with brochures and fresh espresso by attentive staff. Since architare was founded in Nagold in 2007, the number of employees has multiplied from 4 to 30. Among them are employees who have been with the company since the company was founded. Full of pride, Barbara Benz emphasizes again and again: “Without the many years of close cooperation and the help of my employees, this would not have been possible with all the excitement of the past years, such as relocation and Corona.” They are full of passion for good design and always give 100 percent – this is a way of life and a special understanding of the customer.
Barbara Benz is always on the lookout for new trends and inspirations, which she implements for her customers at home and abroad. The design studio Eoos describes her as an “undercover trend scout” and an authority on good taste. Her passion for furniture and design was laid in her cradle: her father was the owner of the Rolf Benz furniture brand, and her brother Markus Benz is a member of the board of directors of the upholstered furniture manufacturer Walter Knoll. After studying business administration with a focus on industry, she worked as the European coordinator of a large American advertising agency abroad – including in Italy and the USA – and returned to her hometown of Nagold with her own ideas. It was planned that there would also be a location in Stuttgart after Nagold, says Barbara Benz. But the move to the Dorotheenquartier was a nice coincidence. The opportunity was simply there at the time, she says with a smile. A coincidence that in retrospect turned out to be a lucky coincidence: the smaller shop in Stuttgart is really used actively, she smiles. This way, customers could stop by at the end of their stroll through the city or before visiting their favourite Italian restaurant. And all this without having to take the usually longer way to Nagold. Architare is located at the back of the DoQu – secluded, almost like in a small oasis of well-being. Speaking of well-being: Barbara Benz attaches great importance to being more than just a furniture store with “architare”. This is well received, as the positive reviews – also on social media – show.
How did you get into interior design and architare?
Born into a furniture family, I was born with design, so to speak. After working in Milan and New York, I changed my mind and founded architare in Nagold in 2007. With the acquisition of the traditional Stuttgart furniture store “Fleiner” in 2014, architare has further cemented its name as a synonym for great interior design, strong furniture brands and first-class customer service. In addition, the family atmosphere has a beneficial effect on our employees, retail partners, external partners and our customers.
What does architare offer its customers?
architare presents regional and international, timeless and stylish furniture in the premium design segment both in Nagold and in Stuttgart. With brands such as Walter Knoll from Herrenberg, B&B Italia, Vitra or the manufacturer Cassina from northern Italy, to name just a few, we can offer our customers exclusive products. But it’s not just about exclusive furniture. Architare also stands for excellent customer support. With professionalism, reliability and creativity, we treat each customer as unique. With our team of qualified consultants and interior designers, our customers always enjoy first-class support. And at architare, consulting doesn’t just mean finding the right piece of furniture, but a holistic process, comprehensive support in planning, styling and beyond. We complement this process with in-depth brand know-how and telling the stories behind the products. Architare is a professional in empathizing with life contexts and promoting living concepts in which people feel comfortable.
From smartphones to the living room – how digital will the interior develop?
Would you like to know whether the “Onsa Chair” by Walter Knoll or the “Otto” sofa by Cassina fits in your living room? No problem! On state-of-the-art LED screens, we show the latest objects from architare. On interactive tablets, the selected furniture can be configured and viewed in razor-sharp quality. The piece of furniture can be examined from all sides, as if it were standing in the middle of the room. In the living room as well as in the office!
How do you make the right choice for your own exhibition from the wide range of furniture and furnishings?
We select the products according to our target customers. In addition, we are guided by the current design and furniture trends, which we present every year in our magazine architare. In addition, the two furniture stores complement each other: Our house in Nagold is rather unusual and trend-oriented, here in Stuttgart we are more classic and modern. The secret lies in the combination of these two styles: our customers can choose from exclusive products that meet their individual needs and personal lifestyle.
Where do they see themselves and architare in the near and distant future?
We are passionate retailers. We identify with the region, with the city and especially with the city centre. I am convinced that only together and with united forces can we have a lasting positive influence on the development of Stuttgart’s city centre. After all, the history of architare also began with a shop in Nagold – a tradition that we can also look back on with Walter Knoll for over 150 years. I am convinced that architare has room for further growth in both the near and distant future. After all, in addition to creativity and quality, there are many other reasons to shop in brick-and-mortar stores – and this will remain the case in the coming years. This includes the responsible use of natural resources. And last but not least, architare’s philosophy is to create design quality of lasting validity. This is how you can see a coherent overall concept at architare. My employees and I know our customers and their needs, for whom we are looking for a suitable design. We offer a complete package that is as sympathetic as it is competent, with the right accessories, but of course also style and furnishing advice from design-conscious employees on request. By people, with people, for people. With us, the company gets a face. “When customers say that they like to come to us because it is always warm and friendly here, then I know that my concept is well received and that architare is more than just a furniture store. It often happens that the soap flakes for leather care are ordered via our online shop, we also actively operate this sales channel.
An important topic at the end. From your point of view, what could the interaction between the city and commerce look like in the future?
The key to increasing attractiveness could be mixed-use concepts, which differ depending on the location and city. I believe that the functionally separated and car-friendly city is no longer up to date. I am a big proponent of a mixed-function and livable city – also and especially from a sustainability point of view. I would like to focus on three perspectives on the city centre: The city centre must be thought of holistically, individually and humanely. Perhaps Stuttgart can be advanced as a whole organism, the core must be the focus and decision-makers such as Ferdinand Piëch as a project developer, who make up a place like the Calwer Passage, must play a leading role again. With all the conceptual ideas, however, I also pleaded for “just doing it”. A lot of things arise in the process and problems cannot be solved with the perpetrators. And from my point of view, it is particularly important: “Cities – like retail – must develop from a “place of trade” to a “place of experience”.
Tips from Barbara Benz:
Café Dürnitz
At the Landesmuseum Württemberg
Schillerpl. 6, 70173 Stuttgart
www.landesmuseum-stuttgart.deMarkthalle Stuttgart
Kustermann Inh. Gunther Ludwig
Baker Baier
Lenz & Leif
Calwer Passage
Rotebühlplatz 20, 70173 Stuttgart
www.lenzleif.comOffside
Kleiner Schloßplatz 13-15, 70173 Stuttgart
www.abseitsgermany.comTA OS weinbar by Lausterer
Bärenstraße 3, 70173 Stuttgart
www.ta-os-weinbar.deAnother Mondaen
Rotebühlplatz 20A, 70173 Stuttgart
www.anothermondaen.deGian Paolo e Marco
Steinstraße 2, 70173 Stuttgart
www.gpem-stuttgart.deEmiLu Design Hotel
Nadlerstraße 4, 70173 Stuttgart
www.emilu-hotel.comBreuninger Stuttgart
Marktstraße 1-3, 70173 Stuttgart
www.e-breuninger.deWeinstube Zur Kiste
Kanalstraße 2, 70182 Stuttgart
www.zur-kiste.deDorotheen Quartier
Marktstraße 1-3, 70173 Stuttgart
www.dorotheen-quartier.de
