The US fashion and lifestyle company Ralph Lauren is opening its newest German flagship store at Kurfürstendamm 26A in Berlin.
The new store is housed in a historic building from 1907 and has around 460 square meters of retail space on two floors. The interior is made of traditional materials. Marble mosaic tiles paired with stucco walls and ceilings form the entryway, while hardwood floors, antique furniture, artwork, and vintage objects complete the style.
The store is also equipped with interactive screens. Customers can shop beyond what’s available in-store, interact with tailored content, receive styling recommendations and link their profile to access a tailored branded space.
The range includes polo, accessories and Purple Label for men and polo, accessories and collection for women. Added to this is the vintage-inspired brand RRL. To complete the World of Ralph Lauren offering, a selection of gift and decorative items will also be available throughout the store.
The opening of the Berlin “World of” store builds on Ralph Lauren Corporation’s targeted expansion in Europe, Asia and North America as part of its “Next Great Chapter” strategy. “The company believes in the importance of building a sophisticated urban ecosystem consisting of a mix of emblematic or flagship stores, smaller boutiques, wholesale partnerships and digital platforms, including a local digital flagship presence,” it said in the company’s press release.