The Düsseldorf streetwear label Live Fast Die Young (LFDY) said goodbye to Berlin’s Kudamm and moved to the Charlottenburg district.
The new store in the listed Art Nouveau building at Schlüterstraße 45 is not only the brand’s largest to date, but also implements the new “Retail meets Coffee Bar” concept with a café for the first time, LFDY announced on Saturday.
“The Kudamm has lost its attractiveness for us, which is why we decided to open the largest LFDY store to date on Schlüterstraße,” says Riccardo Ballarino, Director Sourcing & Creative. “With the integrated LFDY café, we are transporting our brand aesthetic to an area that goes beyond streetwear and accessories.”
On a 230 square meter sales area in Charlottenburg, the Düsseldorf streetwear label will offer not only the LFDY collection but also coffee specialties and a thematically appropriate “LFDYCoffee Collection”, which revolves around coffee beans with reusable cups, T-shirts and caps sold.
The store is located in a listed Art Nouveau building, a fact that was taken into account when furnishing and designing the store. “Like no other city, Berlin stands for the clash of modernity and history, which is also reflected in the retail space,” said Tina Jokisch from the architects’ office Schwitzke & Partner.
Visually, the design plays with contrasts. Five meter high stucco ceilings meet the closet systems and stainless steel elements typical of the streetwear supplier. The centerpiece of the store, according to LFDY, is the café’s three-meter-long marble counter. A former cinema hall has also remained almost untouched, but now houses fashion and no longer rolls of film.
