Visionary design, a warm atmosphere, and exclusive products – Wolford presents a new, pioneering store concept with the reopening of its boutique at Kurfürstendamm 48 – 49 in Berlin on September 7, 2016
Bregenz, June 2016 – A premiere in Berlin: Wolford, the specialist in legwear, introduces its new store concept for the first time with the reopening of the Berlin boutique on Kurfürstendamm. Guests can be inspired by the unique redevelopment from September 7, 2016 onwards.
Innovation, quality, and comfort – Wolford demonstrates its pioneering role in design with its new store concept. Legwear, the signature of the Bregenz-based fashion label, takes center stage in the 86 square meter location. A unique legwear gallery invites guests to take their time to browse, surrounded by lingerie, the ready-to-wear range and knitwear. The famous Parisian architecture firm, Rena Dumas Architecture Intérieure (RDAI), is responsible for the new design, which has transformed Wolford’s brand philosophy into an exceptional interior world.
The design of the store is dominated by light oak, whilst brass elements add a stylish touch to the setting. The result is a warm, natural and intimate atmosphere with furniture which is shaped to reflect Wolford’s “Second Skin” theme. The construction of the ceiling is therefore a distinctive feature. Replicating the smoothness of tights, the ceiling extends across the room and creates an endless sense of well-being.
The new Wolford boutique is indeed more than a store, it is an open space in which the customer can embark on a journey of discovery. The furniture system on the walls has been designed flexibly so that different items can be exchanged effortlessly and put on display, making every visit a new experience.
The centerpiece of the new boutique is the opaque/transparent legwear gallery, which presents tights with a new, distinctive flair. Display cases allow customers to feel and try out samples of tights. This shopping experience is further enhanced by a technological highlight, the magic mirror: A mirror with an integrated screen which serves as an interactive communication tool. Here behind the scenes videos, new products and highlights are shown. If the customer wishes to look in the mirror, the screen will be minimized, giving an unobstructed view.
The Berlin store sets new standards for all Wolford boutiques. However, it is not just about creating a new look, but also about encouraging new ideas. For this reason, Grit Seymour, Creative Director has designed an exclusive pair of Berlin-Opening-Tights. These limited edition tights will be available in Berlin as of September 7.
© Pictures: Wolford Aktiengesellschaft
© Pictures: RDAI
Wolford Shop Berlin Exterior
Wolford Shop Berlin Interior
About Wolford Aktiengesellschaft
Wolford AG headquartered in Bregenz on Lake Constance (Austria) operates 16 subsidiaries and markets its products in 60 countries via around 270 monobrand stores (own and partner-operated), approximately 3,000 trading partners and online. The Austrian company, which has been publicly listed on the Vienna Stock Exchange since 1995, generated sales of EUR 157.4 million in the 2014/15 financial year (Thursday, May 01, 2014–April 30, 2015), and has about 1,570 employees. Since the company was founded in 1950, Wolford has gone on to become a leading global fashion label for luxurious hosiery, exclusive lingerie, and high-quality bodywear.