Where: Paris, Saint-Germain What: Boutique Hotel First of all, I…
What: The Store x Soho House – Concept-Store
What a cool location, I thought as I recently strolled by “The Store”, Berlin’s newest concept store on the lower level of the private club Soho House in Mitte district. At the time, still in the phase of a pre-opening for members, “The Store” now attracts all male and female shopping victims and has an area of 2,800 square meters of high end fashion, beauty products, furniture, vinyl, home accessories and delicious dishes. This all-areas-of-life covering mix of products and services makes “The Store” – the look is more like a café than a shop – so unique.
With a cold freshly made carrot vegetable juice I sit on a blue vintage velvet sofa and look at an art installation by Berlin artist Claudia Wieser, while I enjoy an avocado toast (of course this is all “organic”), watching busy freelancers in the rentable working spaces and listening to the sound of the playing record. In between, the new spring-summer collections by international designers such as Jil Sander, Simone Rocha, Tabitha Simmons, Alexander Wang or Balenciaga. For the little ones, the children’s corner offers cute knit sweaters, jackets, dresses and glittering ballerinas of the fashion brands Eagle and Elfie.
This is one of My Stylerys favorite places in Berlin!
Shop director Alex Eagle is responsible for this multifaceted mix, whose previous roles include working in public relations for Joseph and styling for Harper’s Bazaar: “We wanted to create a place where people could spend all day. A light, fresh and fun space where guests can shop, work, eat, drink and hang out. Like an open, shop-able private home for everyone to spend time and where everything is for sale from the candle burning, record playing to the sofa you sit on. The Stores aesthetic is paired back, simple luxury. Everything is made to last with a less is more approach consisting of cohesive building blocks for your wardrobe, home and life.” BvH
MyStylery-Bargain-TIP: The Sale of the winter collection still runs.
Soho House Berlin