KARL LAGERFELD opened its first flagship store in the UK on March 14th, 2014. Located at 145-147 Regent Street, London, this new store is the latest addition to an international rollout of KARL LAGERFELD stores that has already opened in Paris, Amsterdam, Berlin, Munich, Antwerp, Shanghai and Beijing. Home to the finest collection of international brands in the world, located in the heart of one of Europe’s most prestigious shopping areas, Regent Street is a destination for 70 million visitors a year from all over the world.
The new KARL LAGERFELD Regent Street concept store combines the brand’s aspirational and accessible luxury collections and iconic design aesthetic with cutting-edge digital technology. It showcases the WORLD OF KARL LAGERFELD: men’s, women’s ready-to-wear and accessories collections, including handbags, leather goods, watches, eyewear, scarves, footwear as well as limited editions and special objects.
Spanning 250-sq-m the biggest European KARL LAGERFELD store to date features award winning KARL LAGERFELD interior décor and encapsulates the distinctive essence of the KARL LAGERFELD brand. Throughout the entire space mirrors and walls of light illuminates and enhances the collection on display. Modern black and white features are juxtaposed against classic accents, all offset by shiny and matte elements.
Beyond fashion and accessories collections, the concept store also embraces KARL LAGERFELD’S affinity and connection to the digital world, doubling as a virtual window to Karl Lagerfeld himself. IPad minis are integrated into display racks, enabling visitors to explore the entire collection online. Shoppers are invited to use a digital Guestbook on KARL iPads, where they can view the latest collections and news, watch videos, surf Karl.com, and take photos of their favourite items. They are also invited to personally contact Karl Lagerfeld by leaving a note for the designer. To further engage consumers and invite them to connect with the multi-faceted brand, fitting rooms are equipped with unique Photobooths. Built-in touchscreens allow shoppers to photograph their looks and apply various Karl-inspired filters to their photos; they can subsequently share these images via Facebook, Twitter and email.
“I am thrilled to announce the opening of our flagship store at this landmark location to showcase the WORLD OF KARL LAGERFELD,” says Pier Paolo Righi, CEO of KARL LAGERFELD. “Opening on Regent Street provides us with an exceptional opportunity to position our brand in this important market. London is one of the world’s leading cities when it comes to Retail and this location offers a unique brand mix. Our London presence will be a fantastic representation of our brand’s aesthetic, and it showcases our cool, accessible-luxe collections in a cutting-edge environment.” Vizona West GmbH / Langenfeld was responsible for technical development, production as well as logistics and assembly of all furniture and wall systems. The turnkey project was handed over ready to use.