A Kind of Guise unveils flagship store in Munich
Located in the heart of Munich, A Kind of Guise’s flagship store sees robust Made in Germany carpentry juxtaposed by delicate Japanese flower arranging.
Photography: Christoph Philadelphia
On the cusp of Munich’s Old Town, slow fashion aficionado A Kind of Guise has opened its flagship store, the design embodying the same craftsmanship, design and detail that characterise the garments they produce.
After growing beyond the doors of its previous store, the newly refurbished commercial unit on the corner of Amiraplatz represents the culmination of the brand’s journey. Thanks to the combined efforts of AKOG’s in-house design team, Studio Corzo and OHA International, the resulting project is contemporary yet timeless – two of the most valued qualities of the company’s ethos since its 2009 conception.
Swiss pearwood and European oak, the FF&E is a thoughtful blend of locally sourced, high-quality timbers, accented by the Rosso Alicante and Emperador dark marble countertops imported from Spain. Crafted by local ‘Schreinermeisterei’, the City’s master carpenters and cabinet makers, were responsible for the artisanal joinery throughout. In a clandestine corner, oak-lined fitting rooms benefit from a spaciousness that can only be likened to those of a professional tailor shop and feature light fixtures that emulate natural daylight.
Particular attention was given to the way in which tactile details and metallic finishes encourage clientele to interact with the product and experience the space. Overhead, interchangeable ceiling tiles, fashioned from pink-foiled greenhouse sheeting, provide a subtle albeit intriguing design feature. Curated artworks and Ikebana floral arrangements soften the edges of solid Made in Germany carpentry, alongside vibrant Malawi cichlids fish, which swim between the changing facilities in an impressive 800L freshwater aquarium.
As for street appeal, the store maximises on sunlight from expansive windows and understated branding, both of which facilitate a clear view for passersby to the elegant merchandising within. Dressing each window, vertical lamella blinds can be adjusted to control solar gains or transformed into minimalist display spaces, providing adaptability to the brand’s future visual campaign aspirations.
Project Gallery
