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London, United Kingdom, 2010/09/02 - Renowned, London-based plus size fashion designer Anna Scholz just opened her very first stand-alone store in Berlin on July 31. The new shop debuts with a wide array of the designer’s Autumn-Winter 2010 collection for women sized 12-28.
The annascholz boutique is located in the popular Hackesche Höfe courtyards in Berlin’s Mitte district. The courtyards are a hangout for in-the-know locals as well as an international draw. The area has one of the highest concentrations of small independent designer boutiques in Europe.
About The Location
Upscale, yet relaxed and inviting, the beautifully restored Hackesche Höfe are one of Germany’s most popular tourist destinations and loved by the locals.
The Hackesche Höfe consist of a web of eight courtyards for living and working, which together form the largest community of this kind in Germany. Like many Berlin courtyards, this complex of buildings arose around the turn of the last century as a mixture of offices, workshops, multi-story factories and apartments. This multi-functional concept was also adopted and successfully applied during the more recent modernization of the courtyards. With numerous bars, theatres, a cinema, restaurants and clubs, it also is one of Berlin’s busiest nightlife hubs.
Why Berlin and not London?
Anna Scholz, originally from Hamburg and currently based in London, chose Berlin over London and her home town because of a fantastic partnership offer from retail experts, Respectmen. Dirk Jacoby and Karin and Alfred Warburg comprise the Berlin-based Respectmen and bring 20 years of retail experience to the launch of Anna’s new boutique. Already big fans of the Anna Scholz brand, they were thrilled to secure the amazing Hackesche Höfe shop location. “They love and understand our brand and it felt like too great a chance to miss...although we would love to open our next store in London,” says Anna of her latest project.
With an investment of close to 300,000 euros, this is one of the largest projects undertaken by the annascholz brand so far and coincides with the label’s 15-year anniversary. The boutique really represents the birth of the ultimate Anna Scholz brand experience with Anna leading the design herself: “Launching our first boutique is a truly exciting step forwards for us,” says the designer, “and one that I plan to be completely involved in and will very much enjoy."
The Boutique's Design Concept:
Renowned for their iconic Berlin stores for brands such as Firma, Drykorn and Cinque, Respectmen bring experience and a flamboyant approach to boutique shopping.
The annascholz store (AnnaScholz.com) has a catwalk feel with a central display and seating module. An impressive gold counter sits in front of a theatrical curtain wall in the back of the shop. A suspended mirror adds drama and a sense of luxury to the opulent changing room area. Clever tricks such as moveable hanging rails ensure the interior of the shop is versatile and can constantly evolve. Seasonal cushions in the current collection’s prints and colours will abound, merging Anna’s love of fashion and interior design.
The store’s appointments and colour scheme have been personally overseen by Anna. “I like to relate to customers on a personal level,” says the designer, “and all of my creative work is inevitably infused with my current passions and quirks. …[S]o the boutique is painted in the same colour as my bedroom. I hope you’ll enjoy knowing that bit of trivia,” she adds with a wink.
Indeed, taupe and gold with fresh citrus accents provide a perfect backdrop for the bold colours and prints of Anna’s collections. And glossy lime green bags – available only from the boutique—are sure to be coveted!
“We are extremely excited to see our first boutique open,” raves Anna, “and give our customers a complete Anna Scholz experience with the biggest selection of my clothing offered to date. My aim was always to make curvy women enjoy shopping and trying on clothes again. I hope our shop will be able to give them a new positive experience.”
Grand Opening - July 31st, 2010
Die Hackeschen Höfe
T: +49 30 25760717 / E: berlin[.]annascholz.com.