Impeccable Sense for Timing

Schwarzhogerzeil combines fashion, art, and architecture.

Impeccable Sense for Timing. Schwarzhogerzeil/

Berlin. Nicole Hogerzeil has always believed in the potential of “Rosenthaler Platz”, even before it became an attractive location for fashion stores. Her boutique in “Mulackstrasse” is characterised by the intimate atmosphere one normally finds in a salon. In other words, she has brought the flair of Paris’ Marais district to an as yet undeveloped area.

Text: Quynh Tran. Photos: Ludger Paffrath

The upscale mid-price range portfolio of Hogerzeil is as chic and progressive as Paris itself. In addition to stocking classic brands such as Cacharel, Nicole Hogerzeil introduced Isabel Marant to her customers before the international hype, discovered the British natural cosmetics brand This Works before it was distributed in Germany on a nationwide scale, and was one of the first retailers to offer jewellery by Berlin-based designer Sabrina Dehoff. This perfect balance between international and younger local brands with French aesthetics proves that she is perfectly in line with modern trends. Today, she is the local hero for professional, fashion-conscious urban females. Her accuracy in terms of trend interpretation meant that the first store rapidly proved to be too small. Subsequently, Schwarzhogerzeil II, which also exudes French aesthetics and stocks brands such as Le Mont Saint Michel, Laurence Doligé, and Vanessa Bruno Athé, opened its doors to the public just a few doors down the road. Last year, the two premises started to burst at the seams. The new Schwarzhogerzeil decided to abandon its location in the hidden side street and moved into “Torstrasse”, a boulevard characterised by trendy bars, start-ups, and design stores. This does, however, not mean that Schwarzhogerzeil has lost its niche appeal, quite the contrary.

Pushing Boundaries

“Over the years, I ran out of space and noticed that I require more space to present my favourite labels in the right light. I am taking the best from both stores, for example established brands such as Perret Schaad, Common Projects, and Carven. In addition, I now also have enough room for new labels such

A snapshot of Nicole Hogerzeil’s hand-picked product range.

as Marni and Dries van Noten”, Nicole Herzogerzeil explains. Sylvester Koziolek, who designed the first Schwarzhogerzeil shop, is also responsible for the interior and the furnishings of the new store. The new store concept, which is inspired by the Paris of the 1940s and its architectural icons such as Jean Prouvé, Le Corbusier, or Charlotte Perriand, pays homage to modernity. Purist structures meet sober neon lighting, while the interior is accentuated with wooden elements and colour highlights, as well as works by artist Johannes Albers. A 14 metre geometric paper collage, in cigar-coloured and black-and-white tones, acts as the store’s central visual element. The space highlights the clothes it sells in the same way as the clothing is supposed to highlight its wearers, without glossing anything over. The product range - which still focuses on top sellers such as Isabel Marant and See by Chloé, as well as the newcomers Cédric Charlier and Valentine Gauthier - remains modern Parisian. However, the portfolio also includes a local hero: Perret Schaad. We are, after all, in Berlin, not in Paris.

Schwarzhogerzeil

Torstrasse 173, 10115 Berlin/Germany www.schwarzhogerzeil.de Owner: Nicole Hogerzeil Reopening: July 2015 Employees: 4 Sales area: 150 sqm Brands: Carven, Cedric Charlier, Common Projects, Dries van Noten, Isabel Marant, Isabel Marant Etoile, K. Jacques, Marni, Perret Schaad, See by Chloe, Tsumori Chisato, Valentine Gauthier, Zucca Nicole Hogerzeil’s store offers the perfect blend of international brands and a few highly rated newcomers from Berlin.