Analysis of Karl Lagerfeld flagship store in London regarding its brand identity. Creating a strong branding identity is only possible when every design items can be gathered together consistently and speak the same language. I would like to look at Karl Lagerfeld flagship store in London regarding its brand identity.
Figure 1 : portrait of Karl Lagerfeld. His style, accessories, linear details of clothing and preferred colours are carefully analysed by interior designers and applied as design concept into his flagship In this store, designers’ selection of main colors as black and white reflects the main characteristics of fashion brand and its fashion designer’s persona - Karl Lagerfeld - by creating a complete contrast in overall design (Fig. 1). In terms of interiority and materiality, orthogonal layout configuration in whole space and linear offset lines on showcase windows (Fig. 3, Fig. 2); black lineer lighting fixtures on white painted ceiling (Fig. 3, Fig. 4); reflective surfaces and glass on display units with sharp edges (Fig. 3); built-in fireplace and furry furniture (Fig. 4) create a minimal, neat, elegant and luxury athmosphere overall, which overlaps Karl Lagerfeld’s global branding identity recognizably.
Figure 2 : Showcase; with pointillist style figure of Karl Lagerfeld.
Visual signs can be represented as tools which help people to find out the invisible meaning of visible things by evoking their subconscious. In the showcase of Karl Lagerfeld flagship store, the pointillist style portrait of the designer is used to emphasise the brand itself. The way of representing his figure on the showcase by locating black points on white background is quite symbolic and contrasting just as products for sale on display units in the shop (Fig. 2, Fig. 3). In interior, his graphic style figure drawn as if with a blue neon marker on the black surface, is again visible on the reflective wall. (Fig. 3). Also, posters with oversized images on black background used in interior walls, upper case and bold typeface preferred for brand logo point out Karl Lagerfeld’s brave and prestigious brand value by reaching customers’ knowledge subconsciously about luxury design and make a lasting impact on them related to the store (Fig. 2, Fig. 3).
Figure 3 : Interior perspective; with Karl Lagerfeld graphic figure. A well-designed retail store which contains a narrative always ignite customers’ curiosity. Finding an idea, creating a story about it, making connections between themes, conveying the proper information are like creating a new language belonging a retail store. Influential Storytelling is possible with this new language supported by certain visual merchandising methods. They include planning a window display, in-store displays, temporary themes and props. Visual feast created in the store, contributes the memorability of space in the customers’ perspective. For example, in Figure 4; taller, black and elegant dummies are positioned together with black fire place and furry chairs, which creates a luxury mansion atmosphere inside to promote Karl Lagerfeld’s new season winter clothing according to their narrative.
Figure 4 : Interior perspective Photo credits: https://londontheinside.com/karl-lagerfeld/ https://news.artnet.com/art-world/karl-lagerfeld-retrospective-281648
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