Since October 5th, the streetwear label Live Fast Die Young - LFDY for short - has reopened on Ehrenstraße in Cologne. The brand is represented in a total of five major German cities: Düsseldorf, Berlin, Munich, Hamburg and Cologne. In addition, there is an international location in Amsterdam - more are followed.
Reopening in Cologne
In the middle of Cologne's shopping mile, the popular Ehrenstraße, streetwear fans can now enjoy the new store concept: on 100 m², LFDY offers visitors streetwear in a modern ambience. "Cologne has a distinct streetwear scene, into which LFDY fits naturally" says Karl Krumland CFO/COO at LFDY. "We are therefore very excited about the new look on Ehrenstraße." As in the other stores, the brand in Cologne relies on the collaboration with the architects of Schwitzke & Partner, who have implemented their proven showroom concept here.
Monochrome, minimalist, original
The first visual highlight of the reopened LFDY store awaits customers even before they enter the retail space: the black display window front frames the view into the uniformly bright store, creating an exciting contrast reminiscent of a Polaroid print. The collection is presented along the left wall, literally pulling you all the way to the back of the store, where the dressing rooms and the "filing cabinet" for the collection pieces, recognizable in every store, are located. Throughout the store, Schwitzke & Partner implemented a monochromatic all-beige design concept - even the partially exposed stone walls are brightly whitewashed, contrasting with the smooth, light-colored shell of the space without breaking up the uniform look of the store. The furniture is kept minimalist-pure and defined by a mix of new merchandise supports, a newly developed lighting system and select vintage furniture. "We deliberately wanted to contrast the atmosphere of the old store on Ehrenstraße. The clean, monochrome look is fundamentally different from the previous one and follows LFDY's new approach of giving each store something unique and exciting," says Tina Jokisch of Schwitzke & Partner.