KARL LAGERFELD - CONCEPT STORE IN AMSTERDAM

KARL LAGERFELD TO OPEN EUROPEAN CONCEPT STORE

IN AMSTERDAM, THE NETHERLANDS

 

 

 

 

 

KARL LAGERFELD is pleased to announce the opening of its Amsterdam concept store, located at Hartenstraat 16, in spring 2013. As part of an international rollout of store openings, the Amsterdam location will feature KARL LAGERFELD’s contemporary concept – first revealed at its new Paris store, which opened February 28, 2013. Additional locations are set to open throughout 2013 in other major European cities , followed by an expansion still this year into the Asian market.

The KARL LAGERFELD Amsterdam store will combine the brand’s accessible luxury collections with cutting‐edge digital technology and Lagerfeld’s iconic design aesthetic. The store will be located in the picturesque Jordaan district, in a charming 18thcentury listed building. Original structural elements have been preserved and incorporated into the newly renovated design. As customers journey through the 150‐sq‐m space, their visit will encapsulate the KARL LAGERFELD experience. The entire interior décor reflects the distinctive essence of the brand; modern features combine with classic accents, while shiny and matte elements juxtapose black and white compositions.

The ground floor space will showcase women’s ready‐to‐wear, footwear, eyewear, accessories and a unique assortment of gifts such as Lagerfeld’s favorite photography and design books. Venturing down a flight of stairs to the lower ground floor, guests will discover men’s ready‐to‐wear, eyewear

and accessories. All the while, mirrors and walls of light will illuminate and enhance the collection displays.

Beyond fashion and accessories collections, the store will also embrace KARL LAGERFELD’S affinity and connection to the digital world, doubling as a virtual window to Karl Lagerfeld himself. The Amsterdam location will create unparalleled, engaging ways for consumers to connect with the multi‐faceted brand.

Shoppers can use a digital Guestbook on iPads, where they can view the latest collections and news, watch videos, surf Karl.com, and take photos of their favorite items. They will also be invited to personally contact Karl Lagerfeld by leaving a note for the designer. Fitting rooms will be equipped with unique Photobooths; built‐in touchscreens will allow shoppers to photograph their looks and apply various Karl‐inspired filters to their photos. They can share these images via Facebook, Twitter, and email.

Meanwhile, iPad minis will be integrated into display racks, inviting visitors to explore the entire collection online. The shopping experience concludes at the check out; payment can be made quickly and efficiently using a mobile device.

"I'm delighted we are expanding our retail presence in such an up‐and‐coming location as the ‘9 straatjes’ in Amsterdam,” says Pier Paolo Righi, CEO of KARL LAGERFELD. “The area fits perfectly the cool and vibrant feel of our brand. We will be able to equally interact with fashion interested locals as well as international travelers."

Amsterdam is an ideal location for the KARL LAGERFELD store, as the city is also home to the company’s offices of roughly 50 employees. The boutique’s location in the Jordaan district has been carefully selected, as it is recognized as a hub for both young designers and global fashion brands.

The neighborhood is known for its “9 Straatjes” or “9 little streets” area brimming with quaint cafés and boutiques.

The KARL LAGERFELD Amsterdam concept store will open as of May, 2013.