BERLIN — The new Sisley store here not only launches a new format for the Italian label but physically illustrates what Sisley chief Paolo Battacchi called “phase one of a clear 360-degree repositioning of the brand in terms of product, distribution, store concept and communication.”
Located in a small, historic house on Neue Schönhauser Strasse and flanked by contemporary players like 14 oz. and The Kooples, the flagship looks more like a residence than a store. The traditional, period multipane windows have no display function, and reveal only a lack of bright lighting in the rooms inside, while the Sisley name subtly appears on the stone facade, and atop a filigree gold bar jutting out from the side in an old-fashioned manner.
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