Analysis of Karl Lagerfeld flagship store in London regarding its brand identity. Creating a strong branding identity is only possible when every design items can be gathered together consistently and speak the same language. I would like to look at Karl Lagerfeld flagship store in London regarding its brand identity.
Figure 1 : portrait of Karl Lagerfeld. His style, accessories, linear details of clothing and preferred colours are carefully analysed by interior designers and applied as design concept into his flagship In this store, designers’ selection of main colors as black and white reflects the main characteristics of fashion brand and its fashion designer’s persona - Karl Lagerfeld - by creating a complete contrast in overall design (Fig. 1). In terms of interiority and materiality, orthogonal layout configuration in whole space and linear offset lines on showcase windows (Fig. 3, Fig. 2); black lineer lighting fixtures on white painted ceiling (Fig. 3, Fig. 4); reflective surfaces and glass on display units with sharp edges (Fig. 3); built-in fireplace and furry furniture (Fig. 4) create a minimal, neat, elegant and luxury athmosphere overall, which overlaps Karl Lagerfeld’s global branding identity recognizably.
Figure 2 : Showcase; with pointillist style figure of Karl Lagerfeld.