VOO FOR VICTORY: Farfetch.com, the e-commerce site that gathers 120 independent international fashion boutiques under one virtual roof, went on a quest to find the “world’s best new boutique” for its first Superstore award. The search, powered by a panel of taste-savvy professionals from assorted creative disciplines, landed Farfetch in Kreuzberg, a multicultural neighborhood in Berlin that’s home to Voo, a concept store that mixes cool, street-smart design and stages multiple events in its rough-hewn premises in a former foundry.


Thousands of Farfetch’s 2 million unique users whittled down the 12 finalists to the top three, according to the hub’s brand and strategy director Susanne Tide-Frater. “And then we made the decision,” she said. Tide-Frater explained the Farfetch team thought Voo should win on the basis of its product mix, which spans low to high street cult labels and wooden rulers to boots; its interdisciplinary, multicultural orientation, and the fact that Voo does events as well as showcase design. “It’s more a platform than a store. Like us,” she said.


The Superstore prize of a free year contract in the Farfetch.com retail network will allow Voo to extend its reach beyond Berlin. Voo made its online launch last week, joining the site’s retail community that includes American Rag from Los Angeles, Atrium from New York, L’Eclaireur from Paris, Feathers from London, RA from Antwerp and B Contemporary from Milan.


“Winning this support will make it possible to try new things and support young designers and creative people that we strongly believe in,” commented Herbert Hofmann, Voo’s creative director and buyer.


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