If you are in search of a second home, The Store is the place you are looking for. Situated on the ground floor of the Soho House Berlin, the 30,000-square-foot space offers you everything you need: delicious food, cozy sofas, extremely nice fashion brands selection, music, books, art and many more things to enjoy.
I talked to the creative director Alex Eagle and found out more about The Store.
Could you tell me about the concept. How did you come up with the idea? How did you start?
The concept is that the focus isn’t on selling products. It’s more on environment and atmosphere, a place to hang out and spend time. The aesthetic is similar with the focus on paired back, made to last items but with splashes of fun.
Is it your first location? Why did you chose this store interior design and what makes your store unique?
Well, it’s not purely a store. The shoppable elements, while spread throughout the space, only take about one fifth of the space. We wanted to do it up like more of a shoppable home, than an actual shop per se. Being able to work and eat is as important as anything else.
The new and lasting concept is about building a creative hub; it’s having the beginning of its moment right now, but it is how so many people will work going forwards, with the flexibility and interaction that comes with it.
We also really wanted to avoid the sterile and sometimes intimidating luxury retail environment and instead create a warm, enjoyable and inviting place where there wasn’t a pressure to buy.
What are your basic criteria in brands selection? What fashion brands do you have in The Store?
The Store offers a well-curated, yet limited selection of brands such as JW Anderson, Lemaire, Balenciaga, Proenza Schouler, Junya W, Vetements, The Row and Alex Eagle amongst others. We want to work with brands that offer cohesive building blocks for people’s wardrobes. The antitheses of fast, throw away fashion.
It’s about selecting pieces we felt would work in your wardrobe now and in years to come. The main focus is on fabric, fit and longevity. We work with the best brands from around the world and focus on a thoughtful edit and less is more approach to living, yet beautiful well-made, fun collectable special pieces.
Do you have German local designers?
The Store works with fine leather goods and furniture designer Daniel Heer as well as contemporary furniture and accessories brand from Berlin New Tendency. Rike for collaboration hats and Christine Roland local and brilliant ceramic designer and artist.
What collaborations do you make?
A desire for beautifully made things designed to last has born a series of menswear-inspired collaborations with specialists artisans and designers such as luggage maker Swaine Adeney Brigg, Jermyn Street tailor New & Lingwood, Blaze Milano and Luke Edward Hall.
Do you have Russian clients?
Yes we do, we can offer a personal service to all of our clients, it’s no problem to call us before hand for any questions or advice as our managers also speak Russian.
“We wanted to create a space where guests can shop, work, eat and relax,” says creative director Alex Eagle. “A private home where everything is for sale, from the candle burning and the record playing to the sofa you sit on. A big brutal but beautiful oversized The Store Berlin loft invites visitors to explore an innovative take on the retail experience, one that brings local and international creatives into an ever-evolving conversation with each other”
Big sofas and delicious cuisine of Cecconi’s and The Store Kitchen won’t let you go. Soon The Store will also launch a new kind of aperitivo in the evening (approximately starting from September). Don’t miss it out!
T H E S T O R E B E R L I N
SOHO HOUSE BERLIN, TORSTRASSE 1 10119 BERLIN, GERMANY
OPENING HOURS: MON-SAT 10AM-7PM
TEL: +49 (0)30 405 044 550