May 8, 2013

New Karl Lagerfeld store in Amsterdam offers rich digital store experience

Posted by Luc Malcorps

KARL LAGERFELD has called on Emakina to assist with the creation in Amsterdam of a new remarkable concept store. After a similar project earlier this year in Paris, the Amsterdam shop once more proves that digital innovation can be integrated into today’s fashion experience. KARL LAGERFELD recently opened the new 150m2 shop, blending his creative fashion language with his own digital touch.




The ‘boutique’ shop is located in the heart of the Jordaan, in ‘9straatjes’, Hartenstraat 16. The visitor is invited into a gorgeous 18th century loft, where a journey starts through the sensual world of the designer. Besides the ready-to-wear collections for ladies and gentlemen, there is also a central focus on accessories. And that’s not all, because you also discover exciting ‘limited-edition’ creations by KARL LAGERFELD in cooperation with other designers, as well as a selection of books by the master of photography and design.


The concept store is, besides a fashion and accessory heaven, also a fresh and renewing digital experience. By offering a unique and engaging digital story, KARL LAGERFELD aims to further expand its brand identity to the digital world. This ‘virtual window’ was created and further elaborated in collaboration with Manuel Diaz, director at Emakina.FR. Shoppers can view the latest collections, videos and news releases on the iPad, surf to and take pictures of their favourite clothing. They are also invited to leave personal messages for the designer and post their feedback on the Facebook page.




Trying on clothes has also become a new and fun experience. The fitting rooms are transformed into look books, where you can record your own look and view it on a touch screen. You can add Karl-inspired filters and share the results with others via Facebook, Twitter and email.

As a final digital innovation, all employees are supplied with a portable cash machine, creating a smooth and pleasant checkout for all customers.


This new cooperation between KARL LAGERFELD and Emakina is a step further towards building a coherent digital identity for the designer. In January 2012, Emakina was already involved in launching the ‘Karl’ brand.


The project included the design of an iPad with the silhouette of the iconic designer as well as an app to present the newest collection. Instead of a fashion show, the press was gifted the exclusive iPad during a cosy dinner. And for dessert, they could discover the collection digitally and share it across social. This exclusive ‘first’ was a real success. Guests were simply thrilled to navigate through look books on the iPad, to take pictures and make videos and to immediately share their thoughts about the collection via social media.

Welcome to the digital world of Karl Lagerfeld!




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