Located in a historic building with a stylish, high-quality store concept, the 870 m2 APROPOS Flagship Store at Kurfürstendamm 68 represents another attraction in the more than 130-year history of Berlin’s luxury shopping mile. The store was opened on 20 July 2023, exactly 101 years after the first stone was laid of the historic “Alhambra” building, in cooperation with Berlin State Opera and the champagne house Veuve Clicquot.
The former cinema was built in 1922 using plans by architect Max Bischoff and, once completed, it served as the location for the première of the world’s first sound film. Throughout the course of German history, the building was subject to constant change with regard to its function and architecture. Owing to the severe damage it sustained in the Second World War, for a time the building was known as “Bombardier”. After 1949, it was an unassuming building that was used as a dance bar and later as a training centre for the hospitality and hotel industry.
Only in 2020 was the building rediscovered as an architectural rarity and restored to full vigour with a complete refurbishment. The primary feature is the pargeting on the façade with pilasters and engaged columns which were reconstructed in line with the original plans of architect Max Bischoff and in the original proportions. Finely polished wooden muntin windows and dome awnings in the style of the Gründerzeit fit seamlessly into the historical surroundings. The interplay of past and present in the building’s revitalised façade with its pargeting elements in the lower stories and a glass curtain wall façade in the upper stories is not the only unique feature – the contemporary, high-quality interior design of the APROPOS store with subtle references to the original function of the building in the 1920s is also a defining element.
The design of the store is harmoniously integrated into the multifaceted nature of the building with clarity and elegance. In line with the existing rooms of different dimensions, four room-based identities, or themes, were developed in which the atmosphere and proportions of the rooms create an intuitive, harmonious experience for customers. Width and intimacy, warmth and minimalism, contemporary design and history allusion are all part of the design repertoire, as is the creation of spatial and atmospheric magnets. The interior design of the rooms is based on a select material concept. In line with the dynamic use of the rooms, the surface finishes are deliberately understated and limited to selected high-quality materials. In this way, a uniform yet unmistakeable design language was achieved that defines the corporate identity of APROPOS The Concept Store. Graphically patterned wall coverings made of Turkish marble stand in contrast with custom-made, oversized floor tiles made of concrete.
Wall panels made of oak with a soap finish meet custom-made product shelves made of satined brass, while French herringbone parquet is combined with Dedar and Pierre Frey curtain fabrics. Selected materials and objects from vintage suppliers from Italy and France as well as furniture by Pierre Frey round off the overall concept of the new APROPOS store.
Four shop windows invite customers to discover the products on display. For the opening, APROPOS is working with GIORGIO ARMANI. Exhibits are on display from the Armani/Silos Museum in Milan, some of which date back to the 1980s. In its display windows, the company is presenting its rich range of clear, sophisticated designs, high-quality materials and timeless elegance. These are the elements that turn the creations of GIORGIO ARMANI into unmistakeable, valuable looks that are just as timeless today as they were 50 years ago. Some items of clothing and accessories will be exclusively available for purchase at APROPOS and nowhere else.
Leaving the façade and shop windows behind them, when visitors first walk inside they enter the large entrance area where the former cinema ticket office was once located. Brands from the beauty industry such as Ojar, Gezeiten, Nishane, New Notes and Xerjoff as well as interior design brands such as Astier de Villatte, Fornasetti, Christofle and Ginori 1735 are presented on hand-forged brass shelves and marble tables. Then comes a special presentation area where it is possible to display special designs to full effect, resembling to some extent a sanctuary.
From here, you enter the central, main room: the two-story forum. This room is home to the Shoe Corner on one side, while the other side of the room can be used for wall-to-wall video projections. Floor-length curtains are reminiscent of the former use of the building, which was of great significance for the history of film. The forum is used as a room for exclusive events and powerful presentations of brands, products and media.
Visitors can slow down and relax in the room known as the drawing room, which is located at the back and conveys a sense of intimacy and calm thanks to its lower ceiling height. The room as pleasant atmosphere and is the perfect space for personal consultations. In this room, there is display of womenswear from brands such as Ferragamo, Jil Sander, Victoria Beckham, Khaite, Carolina Herrera, Gabriela Hearst, Proenza Schouler, Amina Muaddi, Ann Demeulemeester, Gianvito Rossi, Extreme Cashmere and many more. Directly above the women’s department, located on the mezzanine level, is the menswear department with brands including Giorgio Armani, Brioni, Kiton, Random Identities, Isabel Marant, God’s True Cashmere, Rhude, 44 Label Group, The Elder Statesmen x Zegna as well as many other international brands. The generously sized changing rooms with smartphone charging stations and vintage seating furniture ensure that all guests are comfortable and complete the shopping experience.
Another highlight of the store is the APROPOS Café on the mezzanine level, which already catches the eye of those in the forum thanks to its special lighting. This unique feature references the style of a French kiosk with its bottle-green and cream elements and rounded exterior. Alongside classic hot and cold drinks, the café also serves selected cakes and pastries as well as champagne from the French champagne house Veuve Clicquot. And that is not all – alongside editions of the Veuve Clicquot Yellow Label Brut and Rosé and the prestige cuvée La Grande Dame 2015, guests can also enjoy other Moët Hennessy products from Ruinart and Moët & Chandon.
The back walls of the kiosk also offer a selection of books and coffee table books from Hatje Cantz and Assouline that can be discovered on a visit to the store or café. All furniture in the space as well as in the café area can of course also be ordered for customers as exclusive private purchases on request.
The right outfit for your style? Our fashion experts take a lot of time for you and create looks that perfectly fit your lifestyle. Enjoy exclusive advice and be inspired by the new collections with a glass of champagne. To arrange an appointment, we ask you to contact us by phone or email.
TEL +49 (0) 30 519999770