Comfort couture: Soho House Berlin opens homely retail space

09 : 02 : 2015 Berlin : Convergence Retail : Home-tail

Berlin – The simplicity of the name of Soho House Berlin’s newest retail outlet, The Store, belies the complexity that awaits visitors inside.

The Store x Soho House, Berlin The Store x Soho House, Berlin
The Store x Soho House, Berlin The Store x Soho House, Berlin
The Store x Soho House, Berlin The Store x Soho House, Berlin

Beyond simply being a shop, The Store is an ode to Convergence Retail with upmarket fashion offers, food and drink in the form of The Store Kitchen and a branch of Soho House Group eatery Pizza East, a co-working space, a gallery, library, a record store and a unisex salon, Barber & Parlour.

But more than bringing together a host of themes into the 30,000-square-feet space, The Store abandons the formality of normal retail to create a homely space, one that invites visitors to idle away the hours there. Everything, from the couches to the candles, is for sale, with the intention to be ‘an open, shoppable private home for everyone to hang out in’, Alex Eagle, the space’s creative director, told T magazine.

For more on how retailers are drawing inspiration from a lived-in, at-home aesthetic, see our Home-tail microtrend. 

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