As if to honour its german roots, high-end fashion brand Jil Sander introduced its new retail design at the flagship store on the Swanky Kurfürstendamm thoroughfare in Berlin. Occupying a ground floor unit of a landmark structure built in 1900 with an ornate Art Nouveau façade, the new aesthetic, created by Milan-based practice Andrea Tognan Architecture, is almost defiantly modern and understated, and clearly extrapolates Jil Sander’s clean designs.
Geometrical forms of the square and the rectangle largely define the premises, along with more fluent shapes that convey a zen-like sense of spatial harmony, and yet provide functionality at the same time. The palette of the fixtures and furnishings comprises of a compatible range of materials, such as a range of meticulously made resins, marble varieties, and eulithe foam, that not only fuse tradition and innovation, but also aim to communicate a new and different kind of contemporary luxury.
Both the furnishings and fixtures have a sculptural quality and add visual drama to the understated premises, most notably the brass bronze tables and cabinets, steel clothing racks, and an elaborate lighting installation that covers almost the entire ceiling.
The new Jil Sander Store stocks the brand’s full range of men’s and women’s apparel, accessories, bags, shoes, eyewear and fragrances.
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