New Sisley concept store marks international debut in Berlin
Sisley debuted its new concept store in Berlin, the first of its kind worldwide. The shop, at 12 Neue Schönauser Strasse, is in a highly prestigious location among some of the most exciting retailers in the city's Mitte neighbourhood: 14 oz and The Kooples.
The new Sisley concept store Rich&Raw, which encapsulates the brand’s fashion – and, at the same time, its genuine, contemporary and cosmopolitan identity – transforms shopping into a sensorial experience and the brand into a form of performance art.
In its new “home” (the first Berlin store is in a first-class location, Neue Schönhauser Strasse 12) Sisley finds itself alongside some of the German capital’s coolest shops, including Mitte 14oz and The Kooples. Those who enter Sisley undergo a novel, dreamlike experience, discovering a magical place where the future cohabits with cultural and historical signals from the past. In order to enhance the impact of the Sisley brand, each new shop will have its own distinctive nature and unique features.
The concept for the new Berlin store is inspired by Bernardo Bertolucci’s masterpiece The Dreamers: the atmosphere is that of a period Paris apartment, originally luxurious, whose young occupants endow it with a sense of freedom, style and seduction. The vitality of Sisley is expressed in sophisticated interiors, which despite bearing the marks oftime, are sensual yet pure – like the dreams of youth.
In tune with this romantically decadent atmosphere, the walls are characterized by peeling paint; a preference is given to oval shapes, present in the mirrors, tables and other items of furniture. The floors are in a black and white chequer pattern, made of salvaged wood. The ceiling, with a shiny lake green lacquer finish, reflects the warm and suffused glow emanating from the cognac-coloured chandeliers. Together with the natural light, and filtered by black grilles, the overall effect is that of a sensual dusk. The changing rooms, closed off by fabric panels reminiscent of old white sheets covering furniture in empty houses, have unfinished walls revealing the brickwork.
An ideal setting for the presentation of Sisley S/S 14, which proposes dynamic, contemporary cuts for womenswear in keeping with the spirit of Berlin. The palette features full, brilliant colours for masculine-cut suits revisited with sleek, sexy proportions; body-hugging, colour-block dresses; waist-fitted trench coats; and Modernist jumpsuits.
There are also articles with a younger, bohemian touch in authentic The Dreamers style: super-light maxi skirts, long muslin dresses, silk tops with romantic yet goth-like embroidery. Plus lots of denim: faded, studded, bleached-effect, to wear boldly as a total look. His wardrobe has a more casual style. Dominated by electric blue, it features an original jungle print. And for the unpredictable sky over Berlin, the innovative, windproof and rainproof technical parkas are a must.
Clothes and accessories are displayed naturally on freestanding rails, easy to move, so that the layout can be rearranged effortlessly, according to the demands of the collections, without impacting the store’s atmosphere. This flexible solution, which preserves the location’s ambience, also renders the store the ideal location for hosting events.
Photos and information: www.benettongroup.com
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