The APROPOS Flagship Store in Berlin features design that blends in with the complexity of the building with clarity and elegance. The building which was a former cinema was built by architect Max Bischoff in 1922 and was the premiere venue for the world’s first sound film.
According to the existing different spatial dimensions, four spatial identities were developed in which atmosphere and spatial proportions create a coherent experience that customers can intuitively experience. The design of the interior is based on a selected material concept. The dynamic use of the the surfaces of the rooms were deliberately kept minimalistic and made of selected high-quality materials. This results in a uniform yet recognizable design language that makes the identity of APROPOS Concept Store. Graphically grained wall coverings made from Turkish Marble contrast with specially made, maximum-format concrete floor slabs. Wall paneling made of soaped oak meets custom-made shelves for the display of goods satin brass, French herringbone parquet is combined with curtain fabrics by Dedar and Pierre Frey combined. Selected materials and objects from vintage suppliers from Italy and France, as well as furniture by Pierre Frey complete the overall concept of the new APROPOS store.
Leaving the facade and shop windows behind, visitors first enter the large entrance area. Beauty brands like Ojar, Tide, Nishane, New Notes and Xerjoff as well as interior brands such as Astier de Villatte, Fornasetti, Christofle and Ginori 1735 are presented on hand-forged brass shelves and marble tables. From here you get to the central main room, the two-storey forum. First is the Shoe Corner, while on the other hand, the room is fully covered with video projections. The forum is a space for exclusive events and emotional presentations of brands, products and media offererings. You will also find Womenswear from houses such as Ferragamo, Jil Sander, Victoria Beckham, Khaite, Carolina Herrera, Gabriela Hearst, Proenza Schouler, Amina Muaddi, Ann Demeulemeester, Gianvito Rossi, Located directly above the women’s department, on the mezzanine floor, is the Menswear department with brands such as Giorgio Armani, Brioni, Kiton, Random Identities, Isabel Marant, God’s True Cashmere, Rhude, 44 Label Group, The Elder Statesmen x Zegna and numerous other international brands.
Another highlight of the store and eye-catcher of the area is the APROPOS café on the mezzanine. In addition to the classic hot and cold drinks, the café offers selected cakes and tartes and special champagne from the French Maison Veuve Clicquot. But that’s not everything – alongside editions of Veuve Clicquot Yellow Label Brut and Rosé, the Prestige Cuvée La Grande Dame 2015, guests can enjoy other Moët Hennessy products from Ruinart and Moët & Chandon. Furthermore, APROPOS, in cooperation with Veuve Clicquot, will host the CLICQUOT café from July 21st to August 18th, on the occasion of the “Good Day Sunshine” campaign. In the atmospheric ambience in the leafy and quietly located in the back garden of the house, you can discover exquisite types of champagne from Veuve Clicquot and eat fresh delicacies.
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