T-Mobile Center, Prague

PURLINE lays the foundation for sustainable shopfitting. For Telekom, environmental and climate protection is not just a passing trend, but a philosophy. The fact that this issue is now firmly embedded in the company’s DNA is also evident in the shop design: sustainable materials define the look of the new stores. The family-run company Windmöller supplies the ideal flooring with its PURLINE. It impresses with its unique sustainability, high durability and endless design variety. Furthermore, it is hard-wearing, UV-resistant, easy to clean and therefore cost-effective in the long term.

“Sustainability and innovative strength underpin our trusting business relationship. We are very proud of this and, with PURLINE, provide the best foundation for healthy living and working, as well as a successful transition in the construction sector,” says Christoph Westermann, Key Account Manager for Hospitality, Retail + Stores in Germany.

Since 2018, eco-friendly floor coverings and living walls have been used in all new or refurbished larger Telekom shops. Recyclable LED lights are already in place in around 70 per cent of the shops. The ‘Green Shop’ concept is also being implemented in many branches of the national subsidiaries. Furthermore, the company has eliminated single-use plastic and is steadily reducing its paper consumption: digital invoices and online payment methods are offered across the board in all national subsidiaries.

One challenge when selecting floor coverings is the specific requirements of shopfitting. The flooring must not only meet environmental criteria, but also withstand the heavy wear and tear caused by changing product displays and high footfall. Furthermore, it should create a pleasant atmosphere that leaves a lasting impression on customers and encourages them to return. PURLINE wineo 1500 ticks all the boxes.

The basis of this resilient polyurethane flooring, ‘made in Germany’, is ecuran – a high-performance composite material produced predominantly from vegetable oils such as rapeseed or castor oil and naturally occurring mineral components such as chalk – without the addition of chlorine, plasticisers or solvents. The material does not release any harmful substances into the indoor air, is completely PVC-free and odourless. Various environmental labels and certifications provide assurance. In addition to the Blue Angel and TÜV ProfiCert, PURLINE also holds the Cradle to Cradle Silver certificate, which recognises the flooring as particularly sustainable.

To date, around 100 stores have been fitted with PURLINE, including the flagship stores in Munich and Vienna, as well as the one in Hamburg – Europe’s largest Telekom flagship store. The 900 m² of organic flooring from the wineo 1500 collection in the Village Oak Cream design, installed there, will also be used in all other Telekom stores in future.

The Magenta Experience Centre in Prague – a huge interactive space for young and old alike – features, amongst other things, a service and sales point, a gaming zone, the smart Magenta Home show flat, and a communal area for socialising and workshops. Here, PURLINE covers a total of 670 m². The main design feature is the light-coloured wineo 1500 wood XL Native Ash planks, which, with their warm appearance, create the basis for a cosy atmosphere. These are accentuated by the colourful designs of the wineo 1500 chip roll flooring in ‘Jungle Green’, ‘Honey Mustard’ and ‘Summer Sky’. They emphasise the company’s new, fresh direction whilst also visually separating the individual areas within the store.