BERLIN — With its first door in Germany and the largest European store to date, Uniqlo is playing it big in Berlin.
Fast Retailing Co. Ltd.’s Uniqlo chain took over the corner of Tauentzien and Nurembergerstrasse on the city’s well-trafficked west side for its three-floor, 29,000-square-foot Berlin flagship. Set to open at noon on Friday, the store houses the entire Uniqlo assortment for men, women and children. Indeed, the kids’ department in Berlin is the chain’s most extensive in Europe.
The two-story glass facade and interior features the chain’s signature store design elements, including rotating mannequins in the windows; LED city name displays, in this instance on the stairs leading to the men’s and children’s department in the basement and upper women’s floor, and assorted high-tech installations. There are also a few Berlin specialties, like chairs and other items by Bauhaus luminaries Mies Van Der Rohe, Walter Gropius and Marcel Breuer. The building’s dimensions also made possible Uniqlo’s tallest T-shirt wall globally, measuring 42-and-a-half-feet high.
In the run-up to the opening, Uniqlo embarked on an active advertising campaign on the streets and in the subways, as well as magazines, featuring six faces of Berlin as well as core products. The people campaign featured actor and producer Daniel Brühl, model Eva Padberg, DJ and producer Nina Kraviz, restaurateur Roland Mary, actor Samuel Schneider and actress and blogger Nilam M. Farooq (aka Daaruum) as ambassadors wearing Uniqlo’s cashmere pullovers, stretch jeans, ultralight down jackets and linen shirts. Earlier in the year, coinciding with Berlin Fashion Week in January, Uniqlo staged a series of pop-up stores in locations around town.
To mark the opening, the Berlin store is offering a preview of fall’s men’s and women’s cashmere sweater range at a 10 euro, or $13 at current exchange, discount till April 19, as well as a Berlin limited edition of J Brand women’s jeans in two washes of midblue and black. Uniqlo also put aside some stock of the almost sold-out Inès de la Fressange collection especially for the Berliners, to make sure all facets of Uniqlo’s LifeWear story could be experienced in this German debut.
The decision to enter Germany at the present time had to do with finding “the right location and the right team. The European team exists only two years,” he pointed out. Germany is a more complicated market than France and the U.K., where tourism and buying power is centered in one city. Germany is decentralized, requiring more city locations, and lease contracts also tend to be much longer. Comparing Uniqlo’s current European playing fields, he said the U.K. is a very price-aggressive market, where competition takes place on the basis of price discounts, though Uniqlo’s stock management means “you won’t see many price cuts in our windows.”
France is about signature product, “about using Uniqlo as a tool box in one’s wardrobe in a casual way. Whereas Russia is about colors. Color has a higher relevance than in the West. I’ve never seen so much red as on the streets there. In Germany, we’ll have other lessons,” he added.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty