Visual Merchandiser
Bettina Stork
Bettina Stork knows how to tell stories without words. The founder of The Creative Room translates the essence of Retterspitz into thoughtful, understated store displays that bring the brand’s connection to nature to life. For her, it’s the little details that make all the difference.
For Bettina, a display has succeeded when it makes people stop in front of the window and take a closer look. Through the window of the flagship store, visitors catch a glimpse into the world of Retterspitz, where there is always something new to discover with each passing season. Combining lush floral arrangements with distinctive objects, Bettina Stork creates small-scale scenes that tell the story behind Retterspitz products and the role they play in everyday life. Sometimes, sand, a sun lounger and lemons bring the feeling of a summer holiday to the window; at other times, flowers and herbs reveal the ingredients at the heart of the products. Nature sets the direction, changing with every season and continually offering fresh inspiration.
Inspired by Nature
“Even as a young child, I felt deeply connected to nature and was fascinated by everything it could produce. I used to photograph flowers and stick the pictures into albums,” says Bettina Stork. In her visual concepts for Retterspitz, a connection to nature and a commitment to sustainability go hand in hand. She works with high-quality materials such as wood, stone and linen – and, of course, plants. Some of them bloom forever. “We deliberately use artificial plants to ensure the displays maintain their quality over time. Many elements are stored away after a season and brought out again for new concepts – whether pinecones, herbs, plants or other decorative pieces.”
The creative process begins with initial conversations with the team and a discussion of which new and existing Retterspitz products should take centre stage. Bettina Stork then takes a closer look. “Which ingredients are the focus? Where is the product used? That’s how a story takes shape for me. I love storytelling.” Her initial ideas evolve into mood boards featuring images, colours and materials, which she develops together with Retterspitz into a finished concept. “It’s important to me to capture the essence of the product so that everything comes together in the end – the feeling, the season, the materials and the story.”
An Eye for Detail
Bettina Stork spent almost 16 years honing her instinct for visual presentation at a designer boutique, primarily in visual merchandising. Alongside her main role, she designed window displays, developed floral concepts and decorated events. “It all evolved very naturally. Today, I design the window displays and the store for Retterspitz, work on event concepts and develop ideas for packaging. It’s precisely this combination of creativity, nature and brand staging that makes my work so special.”
When working with Retterspitz, she looks for the extraordinary in the smallest details – the subtle touches that might not be immediately noticeable but make the overall experience truly distinctive. “For me, the display doesn’t stop at the shop window; it continues throughout the entire store. Small vases, plants and accessories are just as important to me as larger elements. I believe it’s these little details that ultimately make all the difference.” And those who stop and take a closer look will discover them.
Behind the scenes
Further persons
Katja Reiter, Interior designer
Interior designer Katja Reiter has already completed much-noticed projects in Nuremberg. Here, her latest task was to create a place that makes visitors feel like they are stepping into a separate world in the middle of the city. Together with Retterspitz owner and Managing Director Markus Valet, she found inspiration in the style and shopping capital of Europe, Milan, gathered impressions for the interior design and, in her search for something special, found what she was looking for in the Franconian Jura. Just as it should be: after all, Retterspitz not only stands for healing, caring and wellbeing, but also regionality. Learn more
Andreas Amtmann, Brand strategist
From the very beginning, the project was supported by strategists from FYFF, an agency based in Nuremberg, to ensure that the impression given by the first Retterspitz flagship store goes hand in hand with the philosophy and design of the Retterspitz brand. Learn more
André Martino Schreiber, Fabric artist
Nuremberg-based designer and fabric artist André Martino Schreiber plays with natural materials and is therefore the perfect person to design signature clothing for Retterspitz. After all, our employees should convey the idea of wellbeing with their clothing while also feeling as comfortable as possible while wearing it. Schreiber took inspiration from an unexpected source – a relic from the working days of yore. Learn more
Flo Seyberth, DJ & composer
He is known as part of the musical duo Boozoo Bajou and from songs such as Night over Manaus, which was used in a Martini advert featuring George Clooney. Flo Seyberth is from Nuremberg, and it was up to Retterspitz to engage the Franconian DJ and composer to create a bespoke compilation for the flagship store. Learn more