Remake number 3 … Roll it!
Key facts at a glance:
- Challenge:Third redesign of the Tommy Hilfiger flagship store on the Kurfürstendamm, taking into account the cinematic history of the landmarked building.
- Special features:Replacement of one of the double-story store window elements with two fixed-glass elements and a glass frame door to create a direct connection between the new interior café and the outdoor terrace with chairs on the Fasanenstraße side.
- Approach:Complete removal of the existing furnishings and fit-out in the brand’s new look; renovation of the electrical installations, air-conditioning system, plumbing systems, and floor; integration of additional fire protection measures; and optimization of the stockrooms and employee areas.
- Design: Tommy Hilfiger.
For the third consecutive time, Schwitzke Project was engaged by Tommy Hilfiger to lend new luster to the former Astor cinema on the Kurfürstendamm in Berlin. As the general contractor, we formulated our own aim to afford employees and regular customers a new experience of the two-story landmarked building.
We achieved a convincing synthesis of the building’s cinematic past and the requirements of contemporary retail in a consistent brand-based look. Red sets expressive accents in the café and the fitting area, as well as in the architectural reference to the 1950s popcorn stand that serves as the checkout counter. The former movie screen, display screens and operable curtains round out the homage to the golden age of cinema and provide the leading man – Tommy Hilfiger – with ample space to perform.