Simple Luxury

Simple Luxury. The Store x Soho House/Berlin

The Store x Soho House/Berlin. The Store is a new concept store format introduced to Berlin-based Soho House by England-born Alex Eagle. The new brainchild of the Englishwoman does not only offer fashion, furniture, books, and records, but also houses an office sharing project, a beauty area, a photo and recording studio, a cafe, and a pizzeria.

Text: Kay Alexander Plonka. Photos: The Store

The Soho House in Berlin is one of now 14 private clubs (located in cities such as London, New York, Miami, and Istanbul) that incorporate a hotel or holiday apartments, a fitness studio with spa area, various restaurants, and/or bars. All the facilities are exclusively reserved for Soho House members and their guests. The landmarked building, which has been housing the Berlin-based Soho House since 2010, dates back to the late 1920s, when it was a seven-storey department store with a roof terrace. The new retail concept named The Store moved into the ground floor this year. It was only accessible for members for the first few months, but now everybody can venture in to shop and have lunch. The Store’s cafe offers fresh local food and juices. The library area affords visitors a chance to work or read in peace. The concept also includes a photo and recording studio, rentable work areas, and the Pizza East restaurant. Another highlight is the Barber & Parlour beauty area, which is managed by Josh Wood, the creative director of Wella.

Lounge Shopping

The concept for the 2,800 square metre store was developed by creative director Alex Eagle. It’s a little bit like an apartment in which everything is for sale - the burning candle, the record the DJ has just put on, and even the sofa one is sitting on. “People visit in the morning for coffee or breakfast and end up staying all day - working or hanging out with friends, dipping into the menu, and browsing the clothes and books”, she explains. Eagle gained first experienced in the

The Store x Soho House Berlin

Torstrasse 1, 10119 Berlin/Germany www.thestore-berlin.com Opening: 2nd of February 2015 Store manager: Celia Solf Employees: 28 Sales area: 2,800sqm Brands for women: 3x1, Alexander Wang, Ann Demeulemeester, Baja East, Balenciaga, Body Editions, Christophe Lemaire, Christopher Raeburn, De Marquit, Each x Other, ESK, Falke, Frame, Issey Miyake, Jil Sander, Jonathan Saunders, Joseph, Junya Watanabe, JW Anderson, Kiki de Montparnasse, Le Kilt, Lisa Marie Fernandez, Marques Almeida, New & Lingwood x Alex Eagle, P.R. Patterson, Palmer Harding, Poplin, Proenza Schouler, Rosetta Getty, Rosie Assoulin, Simone Rocha, The Row, Trager Delaney, Vetements, Yohji Yamamoto Brands for men: A. Sauvage, AMI, Casey Casey, Christophe Lemaire, Christopher Kane, Christopher Raeburn, Each x Other, Frame, Frescobol Carioca, Isaora, Issey Miyake, Joseph, Junya Watanabe, JW Anderson, Maharishi, Maison Labiche, Marni, Melinda Gloss, Neil Barrett, New & Lingwood, P.R. Patterson, Sunspel, Y-3 fashion industry during her studies as an assistant for a stylist. She completed internships at London-based fashion label Gharani Strok and The Sunday Times’ style section. Subsequently, Eagle did editorial work for Tank and Harper’s Bazaar before handling the global PR work for the brand Joseph.

The Centre of All Things

When asked why the first outlet was opened in Berlin instead of New York or London, Eagle answers: “Berlin is a great dynamic city; it’s so connected with global creativity. The energy there is incredible and it feels like the centre of all things when you are there. We had this amazing, huge, and brutally beautiful space in the centre of the city, which would have been impossible to find in New York or London. A location on that scale is unparalleled. It’s situated in Berlin-Mitte, in an area which was once seen as the outskirts of the city, but now it’s the home of the town’s burgeoning creative and technology industries.” As a cultural meeting point, the shop boasts a luxurious retail floor with art installations, numerous collections by renowned designers, accessories, jewellery, records, and furniture. “The philosophy behind our buying strategy is based on cohesive blocks that create a non-seasonal, timeless wardrobe consisting of classic pieces that work well to

Creative director Alex Eagle’s The Store is a cultural meeting point in the heart of Berlin.

gether. The focus is on the cuts, excellent fits, beautiful materials, and longevity. It’s the antithesis to fast fashion; it’s more of a wear forever approach”, Eagle says. The next The Store concepts, which will be opened in the Soho House locations in Oxfordshire and London, are already in the planning stages. In the meantime, Alex Eagle has decided to open another store under her own name in London’s Walton Street in Chelsea.