14 oz. Berlin goes West: Second multi-label store is set to open on Berlin’s Kurfürstendamm shopping boulevard in autumn 2012
With the opening of a new multi-label store on the Kurfürstendamm, Berlin’s bustling shopping boulevard, Karl-Heinz Müller, 14 oz. owner and managing director of BREAD & butter GmbH & Co. KG, is sending out a high-profile message by using the successful 14 oz. concept to connect both of Berlin’s inner city centres.
The Berlin districts of Mitte in the east of the city and Charlottenburg in the west could hardly be more different. From autumn 2012 the second 14 oz. multi-label store will be creating a permanent link between urban, casual street style and classic chic on Berlin’s most prestigious shopping mile. With 14 oz. in the historic ‘Cumberland House’ building on Kurfürstendamm, the first port of call in the western part of the city is being established for connoisseurs who appreciate and personify the attitude associated with tradition, individuality and authenticity.
The balanced product variety of the 14 oz. brand portfolio reflects a pronounced appreciation of outstanding quality, handmade products and an authentic, individual style. A total area of 600 m² will be used to showcase ladies’ and men’s collections by authentic brands with a strong profile and unique philosophy, which will reveal their full effect in the grand surroundings of the history-steeped premises.
Karl-Heinz Müller: “Berlin’s Kurfürstendamm can look back on an eventful history, which has always been synonymous with sophisticated elegance and international flair. To this day, style and fashion are interwoven with a unique and singular shopping experience on Berlin's most famous shopping mile. The 14 oz. concept fits in perfectly here and blends in naturally with the setting of the stunning Cumberland House – I couldn’t help but get involved. I am already delighted that we have been able to make a further contribution to affirming Berlin as the fashion capital by opening 14 oz. at this prestigious location.”
The Cumberland building was designed between 1911 and 1912 by architect Robert Leibnitz as an exclusive boarding house, but was never used as such. During the past century it instead housed international guests as a grand hotel and later the building was used by cultural institutions and different financial administration offices. Following its loving restoration and elaborate renovation, next year the Cumberland will be experiencing a renaissance: impressive retail spaces, luxurious owner-occupied apartments and an exclusive gastronomy area reflect the revival of the Kurfürstendamm in a future-oriented post-millennium era.
Cumberland House owner Dr. Thomas Bscher: “Karl-Heinz Müller, 14 oz. and BREAD & BUTTER represent and stand for the next generation of the city of Berlin. We, and by this I speak for all businesses in the direct vicinity, are delighted that Karl-Heinz Müller is so actively committed to the Kurfürstendamm – with his involvement he is making an important contribution to the location, in particular to this section of the Kurfürstendamm and to the Cumberland building.“
Berlin company s1 architektur has been commissioned with planning the interior for the new 14 oz. store. Architects Ansgar Schmidt and Henning Ziepke were also responsible for the design of the first 14 oz. store in Berlin-Mitte. They assisted Karl-Heinz Müller with the launch of BREAD & BUTTER more than ten years ago, going on to manage the Event Architecture department for several years.
Ansgar Schmidt: “We are picking up on the existing identity and atmosphere of this special location. We are capturing its grandeur, using it and confidently putting it in a new context. We are absolutely delighted and proud to be given the opportunity to rise to this challenge together with Karl-Heinz Müller.”
Yesterday, on Thursday evening, Karl-Heinz Müller welcomed around 200 guests to Cumberland House for an exclusive preview. s1 architektur designed the provisional shell of the premises, which is still in the building phase, to look like a New York gentlemen’s club for one night only, and more than did justice to the unique location. Illuminated walls, Chesterfield sofas and the bar area formed a charming contrast to the concrete floor and the unfinished ceilings.
After Karl-Heinz Müller welcomed the guests, Dr. Thomas Bscher said a few words about the Kurfürstendamm location, followed by a speech from Ansgar Schmidt about the plans for the interior concept of the new 14 oz. store in the west of the city.
The guests were granted an exclusive insight into the future design of the premises, which has six-metre-high ceilings, as shown by a fashion exhibition from the fifties and sixties personally curated by F.C. Gundlach. From autumn 2012, a hand-picked selection of large prints of original photographs will be integrated into the interior concept of the new multi-label store as part of a permanent exhibition. The icon of German fashion photography jumped at the opportunity to summarise 150 years of the history and development of fashion in Berlin in a presentation, as well as providing a view of the fashion city’s future.
The guests were thoroughly impressed by the spectacular setting, historic grandeur and visionary interior design of House Cumberland. A buzz of conversation could be heard as they indulged in culinary delicacies by borchardt catering, accompanied by live music from the jazz combo Barfleas.
The surprise guest of the evening, musician and entertainer Helge Schneider, kept the guests amused with his thoughts on fashion, as well as singing and music on his Hammond organ, before DJ Hell and later DJ Kaos stepped up to the turntables. Everyone had a great time at the exclusive preview and enjoyed a fantastic evening that lasted until the early hours of the morning.
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