Women’s Wear Daily
04.16.2014
retail-features
retail-features

Berlin Gets Busy

More than 70 stores will take part in Fashion’s Night Out in Germany’s capital city covering both western and eastern neighborhoods.

retail-features/news
KaDeWe in Ku’Damm

BERLIN — More than 70 stores will take part in Fashion’s Night Out in Germany’s capital city covering both western and eastern neighborhoods.

United for 20 years, Berlin is still a divided shopping city, with the western Kurfürstendamm (or Ku’Damm, as it’s known locally) hosting iconic department store KaDeWe and a string of big-name boutiques including Chanel, Burberry and Rolex, along with Camper and Douglas to boot. The east is represented through the high-end Gendarmenmarkt/Friedrichstrasse area, with French import Galeries Lafayette, and concept stores such as The Corner alongside Wolfgang Joop’s Wunderkind, Etro and Bottega Veneta, with Zara and Cos as near neighbors.

Mercedes-Benz will cross retail borders by providing a shuttle service between the two regions for VIPs as well as 900 Vogue subscribers, who will identify themselves with Thomas Sabo bracelets sent randomly with the September issue. A Vogue-designed tote bag will be sold at participating retailers with profits going to children’s charity Kindernotdienst Berlin.

Expected to attend are model Eva Padberg and designers Michael Michalsky and Victoria Strehle of Strenesse.

Mayor Klaus Wowereit commended the event for showing off the luxury possibilities of a city known for its gritty chic, stating: “This kind of event gives the city a chance to show off what’s here. We also need these kinds of special campaigns because, at the moment, purchasing power is not so strong in Berlin.”

Planned events for the evening include gallery exhibits from young international artists, presentations of new collections from Cartier and Max Mara Atelier, a scent bar at Jil Sander and makeup applications from MAC at Boss. Special items created for the evening include a limited edition handbag produced by MCM and Michalsky, and a shirt from Moschino. German Vogue also will use the event to kick off its 30th anniversary, which will be feted in the October issue.

High-end high-concept store The Corner Berlin will get a club feel from Berlin DJ Oskar Melzer. Co-owner Emmanuel de Bayser said models will stroll through the store to give guests a view of chosen fall fashions. Celebrities and special customers also can choose to be restyled, with a photographer on hand to capture the new looks. The shop will have a big-screen viewing of featured designers’ runway collections including Balenciaga, Stella McCartney, Chloé, Lanvin, Alexander Wang and Phillip Lim. Part of the night’s proceeds will go to Kindernotdienst Berlin.

At KaDeWe, the store’s “Luxury Boulevard,” located on its ground floor, will serve customers drinks and finger food as they stroll through Chopard, Tod’s, Dior, Gucci and other brands. The watch and jewelry, leather and beauty departments, located on the same level, will stay open until midnight, with special services and extras on offer.

Galeries Lafayette will bring a touch of France to Friedrichstrasse. Exclusive lingerie from Agent Provocateur and Elle Macpherson will be highlighted in the intimates section, while Bellápierre mineral makeovers and styling tips from Berlin salon Shan Rahimkhan will take place alongside tunes from DJ Nicolino.

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