APROPOS Berlin, Germany’s leading luxury concept store, opens its doors in Berlin

Located at Kurfürstendamm 68 in Berlin, the 870 m² APROPOS flagship store opened its doors on 20 July 2023, exactly 101 years after the foundation stone was laid for the historic “Alhambra” building in which it is housed. Designed by architect Max Bischoff in 1922, the building was once a cinema,

and among other things hosted the screening of the world’s first talking film.

The layout of the space, divided into four spatial identities, blends clearly and elegantly into the complexity of the building. In keeping with the dynamic use of the rooms, the surfaces are deliberately minimalist and limited to selected high-quality materials. The result is a uniform yet recognisable design language that becomes the visual identity of APROPOS The Concept Store. The outstanding interior design conceived for the shop and the materials and objects selected from vintage suppliers in Italy and France, together with furniture by Pierre Frey, complete the overall concept of the new APROPOS shop.

On this occasion, APROPOS is working with GIORGIO ARMANI by presenting pieces from the Armani/Silos museum in Milan, some of which date back to the 1980s. Some clothes and accessories will also be available for sale exclusively at APROPOS.

Beauty brands such as Ojar, Gezeiten, Nishane, New Notes and Xerjoff, as well as interior brands such as Astier de Villatte, Fornasetti, Christofle and Ginori 1735, are presented on hand-forged brass shelves and marble tables. A special display area, similar to a shrine, allows special designs to be showcased.

The main room will feature a shoe corner and walls entirely covered in video projections. The forum will provide a space for exclusive events and emotional presentations of brands, products and media. The lounge offers a space for relaxation, with low ceilings creating a pleasant atmosphere.
This space showcases womenswear from houses such as Ferragamo, Jil Sander, Victoria Beckham, Khaite, Carolina Herrera, Gabriela Hearst, Proenza Schouler, Amina Muaddi, Ann Demeulemeester, Gianvito Rossi, Extreme Cashmere and many others. Just above the women’s department, on the mezzanine, is the men’s department, with brands such as Giorgio Armani, Brioni, Kiton, Random Identities, Isabel Marant, God’s True Cashmere, Rhude, 44 Label Group,  and many other international brands. Spacious changing rooms, equipped with a mobile phone charging station and vintage seating, ensure the comfort of every customer and complete the shopping experience.

The shop also features an APROPOS café area on the mezzanine floor, echoing the style of the French kiosks and offering, among other things, top-quality champagnes from the French house of Veuve Clicquot, as well as other Moët Hennessy products from the houses of Ruinart and Moët & Chandon. The kiosk also features a selection of books and Coffee Table Books by Hatje Cantz and Assouline, to be discovered during a visit to the shop or café. All the furniture in the space and in the café can of course be ordered by customers on request, exclusively for private use.

APROPOS, in collaboration with Veuve Clicquot, is hosting

the CLICQUOT café from 21 July to 18 August to mark the “Good Day Sunshine” campaign.

Located in the house’s quiet, leafy back garden, the café offers the opportunity to discover exquisite varieties of Veuve Clicquot champagne and to sample fresh delicacies.


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