Luxury concept store Apropos opened in the former cinema Alhambra in Berlin and together with Extreme Cashmere in St. Moritz

Following locations in Munich, Hamburg, Düsseldorf and on Tegernsee, Apropos opened its 10th concept store in Berlin at Kurfürstendam 68 in the premises of the former Alhambra cinema. This rediscovered architectural rarity with an area of around 870 sq m was completely restored and converted by the Wertconcept Group to offer customers a unique experience. The original stucco facade with pilaster and half-column elements, the dome awnings in the style of the Wilhelminian period convinced the Apropos managing directors Klaus Ritzenhöfer, Daniel Riedo and Henning Korb, so that this location was chosen for it. There are four large shop windows facing the street, which merge the viewer with the staging. But there is also a special feature on the mezzanine: a café that catches the eye with its sophisticated lighting.
Founders Daniel Riedo and Klaus Ritzenhöfer started back in 1984 in Gummerbach, Belgium, with big names like Jil Sander, Armani, Iceberg. With the expansion of the range to include American brands, the move to a larger city was a requirement, so they then continued to start in Cologne. Today, Apropos is known for the latest collections of international fashion houses, beauty brands but also interior designers. Berlin Special Brands are among others Random Identities by Stefano Pilati but also 44 Label Group Streetwear by DJ Max Kobosil.

For the opening there was another highlight: Giorgio Armani provided for the first time exhibits from the Milan Armani / Silos Museum, which can be admired in the shop windows, due to the 40-year collaboration with Apropos. Other creations are on the sales floor and have a mid-five-figure value.

Another opening was on the agenda for Apropos: a 40 sq m Mono Brand Store with products from Exrtreme Cashmere at Via Somplaz 7 in St. Moritz. Here, special pieces are offered as well as an area for care services from the products. Extreme Cashmere does not follow traditional fashion cycles, is gender neutral and is suitable for all seasons and occasions. This is the first store for Extreme Cashmere and the first of Apropos in Switzerland.