After the successful launch of the first European concept store in St.Germain (Paris) and the opening of two following shops (Amsterdam and Paris, Marais), KARL LAGERFELD openes the first German concept store in Berlin. With an overall size of 110 sqm the store is located in the trendy shopping area around Hackescher Markt, in Berlin Mitte. The “Mitte” quarter is vibrant, young, and upcoming, which fits the KARL LAGERFELD brand very well and communicates its idea – to be true accessible luxury.
Marked by a simple and reduced design, the store concept was created and implemented by Plajer & Franz Studio under the artistic direction of Karl Lagerfeld. The idea of the design is an encounter between french elegance and the unique glamour of the German capital.
Huge Berlin style double-wing doors make a great appearance in the store, simultaneously giving the space a feeling of a classic apartment and separating the shopping area from the fitting rooms. Further, open ceilings and exposed brick walls slurried with a very thin white plaster break through the overall elegance of the store thus appearing very Berlin-like.
On the whole, the store design is based on the retail concept for the Parisian store (opened in February 2013), which was also created and developed by the Berlin based Plajer & Franz Studio in collaboration with KARL LAGERFELD. The main focus of the design lies on reduction, black and white as well as contrasts in shapes and surfaces.
Materials and their surfaces play a vital role, often creating a multi-dimensionality. Reflecting surfaces such as mirror glass or black high-gloss surfaces are contrasted with matted materials like white laminate panelling, patterned wallpaper or the black-stained wooden floor.
Moreover, Lagerfeld’s iconic aesthetics as well as an elaborated digital experience play a crucial part in the store design and make a strong contribution to the entire shopping experience. iPads allow customers to flick through the lookbooks, visit and browse the karl.com website and even communicate with the designer himself via a digital guestbook. Built-in touch-screens are placed in the fitting rooms encouraging consumers to capture their looks and share the pictures with friend via twitter, – facebook or email.
Positioned as trend-focused, accessible luxury brand with ready-to-wear and accessories for women’s and men’s the new store concept leverages Karl LagerfeId’s iconic image. The concept in Berlin is developed to carry the entire range of ready-to-wear and accessories of the fashion house whilst leaving room to experience the world of Karl with a unique assortment of objects including sunglasses, watches as well as other iconic and limited items curated by Karl Lagerfeld such as photography and design books among other surprising items…
As part of an international rollout of store openings, the Berlin location features KARL LAGERFELD’s contemporary concept – first revealed at its new Paris concept store. The second location in Germany will open in august 2013 in Munich, followed by another store in Berlin’s Leipziger Platz at the beginning of 2014. Additional locations are set to open throughout 2013 in major European cities, followed by an expansion into the Asian market.
store design and concept design:
Plajer & Franz Studio
Erkelenzdamm 59/61 . 10999 Berlin
retail director: Olaf Becker
(development and execution of the global retail strategy and roll-out of the global retail network for karl lagerfeld)
Vizona West Gmbh
Industriestr. 55 . 40764 Langenfeld
45473 muhlheim an der ruhr