from a lifestyle perspective, the landmark venue of soho house berlin in the german capital is blessed with an abundance of cool facilities that keeps its guests beaming with bliss. but as the appeal of cities today is very much defined by the sophistication of their retail landscape, soho house berlin felt the need to step up and fill a specific void in the mitte district. under supervision of former pr and fashion maven alex eagle, a concept store with the simple yet authoritative name the store has opened its doors on the premises. occupying a spacious and light ground floor unit of approx. 2,800 sqm. [30,000 sq.ft.], the interior oozes a homey and inviting vibe.
the palette is sobre and meticulously layered, and takes full advantage of the building's original architectural elements. exposed concrete pillars are paired with flooring of light wooden planks, and various settings with a quirky variety of furnishings have breen created that invite guests to slow down and take in the store's multitude of offerings. and not surprisingly, eagle's expertise and connections have spawned an appealing collection of goods. the presence of brands such as alexander wang, lemaire, junya watanabe, the row and neil barrett on the shelves indicates a forward vision that prevails here.
but it's not just about men's and women's apparel as the sophisticated mix of merchandise also includes matching shoes and accessories, in addition to similarly curated beauty products, design objects, music selected by the vinyl factory and phonica and books by idea books. a fear of brand overload? no, worries. the cozy pizza east café + bar has got you covered with a menu of tasty bites, or a peek at the art installation might have a soothing effect. completing the hybrid retail formula of the store is the availability of a workspace for digital professionals, while plans are underway to add photo + broadcasting studios, and an italian restaurant. location: soho house, torstrasse 1, ground floor [mitte].