Saturday, 15 March 2014

Karl Lagerfeld opens biggest store in London

Paris-based fashion designer Karl Lagerfeld inaugurated the European flagship store for his eponymous brand in London on Thursday 13 March 2014. Spanning 250 square meters, the London store is the biggest of the brand to date, and it sells the Lagerfeld men’s, women’s ready-to-wear, footwear and accessories collections, including handbags, leather goods, watches, eyewear, scarves, as well as limited editions and special objects.



Located at 145-147 Regent Street, the space is the latest addition to an international expansion programme of Karl Lagerfeld stores that has already included Paris, Amsterdam, Berlin, Munich, Antwerp, Shanghai and Beijing. Its opening also coincided with the launch of a London-inspired capsule collection of women’s and menswear, which takes inspiration from contemporary British subcultures as well as imagery associated with traditional British heritage, with a strong emphasis on the Union Jack flag. 

In addition, the store shows a strong focus on harnessing the potential of digital technology and social media to augment the value of the Karl Lagerfeld brand through consumers’ tastes and purchases: iPad minis are integrated into display racks to enable visitors to explore the entire collection available online, shoppers are invited to use a digital guestbook on iPads (and have access to the latest collections and news, watch videos, surf Karl.com, and take photos of their favourite items) and are also allowed the possibility to contact the designer by leaving digital notes, and fitting rooms are equipped with built-in touchscreens that allow shoppers to photograph their looks and apply various filters to their photos that can subsequently be shared via Facebook, Twitter and email.













Photographs courtesy of Karl Lagerfeld


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