Development of a shop concept for the men’s wear retail brand Licona having the contrasting pair „familiar/surprising“ as a leitmotif. The entrance works like a huge shop window. The floors and ceiling of the space form a colour unit. A warm orange highlights special points. By separating the ceiling from the walls and by introducing skylights the impression of a space that is continued above the ceiling is given. Exchangeable texts turn the wall into the brand’s image carrier. The textiles are presented by means of variable, arrangeable boxes.