COUTURE, SPÄTI AND BERLIN GLAMOUR IN FRANKFURT
Last year, a new Marcell von Berlin pop-up store opened in Goethestrasse. This site was chosen deliberately as it was basically the desired location of the luxury designer whose real name is Piotr. A location that happens to be in the immediate vicinity of every other luxury brand.
IRRITATION AND PRYING EYES BEFORE CONSTRUCTION BEGINS
Piotr had deliberately attracted attention to himself in downtown Frankfurt by initially announcing a Späti would be installed at the front of the building in the luxurious Goethestrasse. Spätis are typical Berlin kiosks, which sell everyday items such as cigarettes, beer and magazines on the street until late in the evening.
However, when the façade soon wore the luxury, in-house logo monogram, the penny dropped and all the visitors recognized the designer’s desire to clash with the accepted style.
GOOD ENOUGH TO TOUCH
A store that should achieve a breach of style, a store that is allowed to look a little less elitist than those of the other luxury brands is the idea of Marcell von Berlin’s designer. “The store essentially reflects my clothing designs. I work a lot with classical cuts but I also like innovative fabrics. I’m concerned with how they feel and the immediate experience.”
For this reason, he also considered a combination with the Berlin Späti in the lobby of the two-story store in Frankfurt with an area of over 600 square meters. “In my store you can experience luxury fashion with candy or a beer in your hand. I can’t imagine a more wonderful breach of style.”
STREET ART IN GALLERIES, IS THAT OK?
To give an extra boost to the success of its new location in Frankfurt, Marcell von Berlin has invited the Ron Miller artist collective on board. “I take couture on to the street, while Ron Miller brings street art into the galleries instead.” The Urban Art Collective has set up a small, separate street art gallery on the top floor. In addition to its own pictures and installations, which tend to focus on femininity similar to the way fashion does, it also cooperates in shows with other related artists.
SHELL CONSTRUCTION ALONGSIDE CLASSY VELVET SOFAS, REINHOLD KELLER SHOWS WHAT IS TRENDY
In Frankfurt, concrete walls, bare screed floors and shelves made of steel pipes contrast with classy velvet sofas, heavy velvet drapes and marble tables with gilded metal. With REINHOLD KELLER, Piotr had someone who stood by himf especially as a sparring partner, as a consultant with advice and practical support.
REINHOLD KELLER AS A SPARRING PARTNER WHEN IT COMES TO DESIGN IMPLEMENTATION
With REINHOLD KELLER, Marcell von Berlin could not only be sure that the project would be completed on time but he had an experienced partner at his side, when it came to design and implementation issues for the entire interior fittings. Smart ideas were called for to achieve them. How is it possible to give rooms an absolute USP with little furniture? Thanks to our experience of several thousand projects, we can of course also draw on a whole number of ideas and thus provide you with very personal and individual advice… Despite our size, being close to the client is very important to us.
CLOSING PARTY AFTER A JOB WELL DONE
As is the way with pop-up stores, we celebrated what is known as the closing party on May 23. After completing the project in Frankfurt’s Goethestrasse, Marcell von Berlin is moving on. We are already looking forward to our coming joint activities and we are keen to see where we can help open and create the next store. We will of course also take responsibility for dismantling.
Photos of the store are available here…