Challenge

The brand’s flagship London store needed more than just an update, it required a bold new retail concept that modernises Karl Lagerfeld’s legacy for a new era. With the founder no longer at the helm, this flagship defines how the brand presents itself now and in the future. The design had to capture Karl’s world in every detail while evolving for today’s consumer, balancing heritage with innovation.

At the same time, our retail concept needed to transform the space into a true destination, one that increases engagement, drives footfall across all levels, and elevates ready-to-wear to the forefront. The concept would not only be for his London flagship but the blueprint for all Karl Lagerfeld stores moving forward.

Insights

Through strategic workshops with the leadership team, we defined Karl Lagerfeld’s future retail vision, translating its brand pillars – Iconic, Ironic, Inclusive, Connected, Rock Chic, and Inimitable – into a three-dimensional experience.

A key part of this process was analysing Karl’s personal spaces, creative philosophy, and signature aesthetics. By carefully considering materials, textures, and lighting, we ensured the store not only reflected his brand but embodied his world.

Solution

Interactive storytelling is woven throughout the space, creating an experience that feels both personal and true to Karl’s world. Every detail is designed to bring his legacy into the present and will be the blueprint for Karl Lagerfeld stores globally.

Throughout the store, carefully crafted and designed details include:

Heritage materials: Elements from Karl’s home are integrated across the store, from the textures in the fitting rooms to a plaster finish inspired by his signature French marble aesthetic.

Signature red outline: A tribute to Karl’s finished sketches, this distinctive detail is threaded throughout the space, appearing on custom rugs and the bannister, as if Karl himself approved the store design.

Editorial lighting: Inspired by Karl’s love of fashion photography, the lighting design creates an atmospheric and editorial feel.

Dynamic product movement: A six-metre-high conveyor belt keeps products in constant motion, drawing visitors downstairs and transforming what was once a low-footfall basement into an active retail space.

The Karl-ism Machine: A playful, interactive touch that delivers personalised Lagerfeld quotes, keeping his wit and personality alive in the store experience.