EXCLUSIVE: Karl Lagerfeld Debuts New Store Concept in London

Journalists treasured Karl Lagerfeld for his incredible capacity for zingy quotes, which have been compiled in books and resurfaced by his brand stewards as “Karl-isms.”

Now a large mirrored wall at the refurbished Karl Lagerfeld flagship store on Regent Street in London mimics the experience: Visitors can stand before it, press a red button on the “Karl-ism Machine” and see one of his iconic phrases magically appear.

(“I am a total improvisation” and “Change is the healthiest way to survive” surfaced during a recent visit.)

To be sure, the late German designer figures prominently in the brand’s new “Future Legacy” store concept. Lagerfeld’s likeness looms in silvery profile over the staircase; bobble-headed dolls stare out from shelves, and his distinctive sketches, iconic runway looks and portraits are all pinned behind glass in an artful collage.

“It’s about creating a space where people can truly engage with the brand, feel inspired and walk away with an experience that resonates on a deeper level,” said Pier Paolo Righi, chief executive officer of Karl Lagerfeld.

The “image wall,” magic mirror and other elements “allow customers to immerse themselves in Karl’s world and experience firsthand the creativity, innovation and playfulness that have always defined who we are,” he said.

The 3,300-square-foot unit, which debuted in 2014, quietly reopened last week after months of renovation, yielding a monochromatic, minimalist and somewhat futuristic atmosphere.

Materials range from engineered stone, cement and plaster to polished chrome, brushed steel, corrugated steel and upcycled acrylics.

High-tech elements include floor-to-ceiling digital screens broadcasting the brand’s latest campaigns, 3D-printed mannequins made of recycled plastic, and a silvery Ferris wheel-like contraption that displays handbags in the stairwell leading to the lower-ground level dedicated to menswear.

The Regent Street store boasts the largest spectrum of Karl Lagerfeld collections, including ready-to-wear, bags, accessories, jewelry, footwear, beachwear, sleepwear, fragrances, books and dolls.

Although the Karl Lagerfeld flagship on Kurfürstendamm in Berlin foreshadowed the Future Legacy design, the London location is the first to display the full-strength concept.

“It marks an important step for us as a brand and really shows how we see the future of retail evolving,” Righi said.

There are more than 250 Karl Lagerfeld stores globally and the new concept “will be implemented in the new freestanding stores and adapted for renovation for each relevant strategic location,” he said, noting the next Future Legacy store is slated to open in early 2025.