Tommy Hilfiger gunning for fashion leader status in Berlin
Berlin’s upscale Kurfürstendamm has long been home to retail flagships and the recent reopening of the Tommy Hilfiger flagship in this location serves to underline its importance.
This is a root and branch refurbishment and the store’s 476 sq m now plays host to the US brand’s entire women’s and men’s offer, which is impressive in itself. That said, what really sets this one apart is Tommy’s Coffee (which is a little reminiscent of rival Ralph Lauren’s ‘Ralph’s Coffee’, found in a selection of its stores), an in-store space singled out by a deep red canopy and pillars, as well as a 40-seat cinema – that has yet to open. Both of these elements make this a store that is out of the ordinary and therefore the kind of thing that you’d expect in this part of the German capital.
The design, as in the Paris refurbishment, which reopened at the end of 2020, is the work of UK consultancy rpa.
Pictures: rpa/Tommy Hilfiger