Concept stores: from the trendy designer items at The Corner to the home drawers at Bless.
Annabelle Mallia didn’t get the concept behind concept stores immediately, but now that she has, she’s hooked on a whole new shopping experience.
Now I get it: a concept store is a retail space that goes beyond simply selling stuff, offering products and ambiance to match the desires of a specifically defined target group. On offer is a unique, high- quality combination of products and brands, united around a single philosophy and providing customers with a full emotional and sensory experience. Here are my top three that fit the bill.
The Corner (www.thecorner.com, Französische Str. 40) combines boutique, gallery, and café under one roof, bringing together an eclectic and select assortment of high fashion and trendy designer items for men and women. Endless styles of Louboutin shoes, hard-to-find Alexander McQueen clutches, cool gadgets, and photography books perfect for sprucing up one’s coffee table are among the treasures on display. Online, The Corner is a series of mini-stores where labels showcase their new releases alongside buzzy multimedia content, providing an unexpected view into the designer world.
Entering Chelsea Farmer’s Club (www. chelseafarmersclub.de, Schlüterstr. 50) is like stepping back into a British country house from the 1960s. They offer an unconventional mix of daywear, tuxedos, and tails, plus everything you need for your next fantasy fox hunting trip. There is also a wellstocked bar for sophisticated chatter – as long as it isn’t about fashion, as the shop’s principle is not to keep up with the latest trends, but rather to provide a defined set of cuts. Imagine a stylish and quality uniform, occasionally spiffed up with a different lining or set of buttons.
When the owners and founders of Berlin design brand BLESS began putting their products together, they realized that their collection of playful fashion and home décor objects looked like the makings of the perfect living space. They decided to break away from conventional sales models and open a unique, residential concept store. Hidden away in an apartment courtyard, BLESS SHOP/HOME (www.bless-service.de, Oderberger Str. 60) is a combination of showroom and house. You can knock on Mira’s door every Thursday and Friday between 4 and 8pm for a cup of tea and chat, read on the balcony, and shop from her cupboards.
Concept Store The Corner