With street style to victory: Schwitzke & Partner win Iconic Award 2023 for innovative retail design for LFDY

Now a top-class jury of experts has confirmed it: With the Hamburg flagship store of the renowned fashion brand 'Live Fast Die Young' (LFDY), Schwitzke & Partner and LFDY have won the coveted Iconic Award 2023 for innovative architecture. In the competition for the title "Winner Interior - Retail", the architecture firm from Düsseldorf was able to prevail against numerous competitors from the industry. The award honors the successful fusion of urban street culture and the highest design standards, reinterpreted in a contemporary and innovative retail concept by Schwitzke & Partner and LFDY.

With the LFDY store on the Hohe Bleichen shopping street, Schwitzke & Partner is giving the flourishing street style scene a profile full of character. The architectural DNA of the retail space comprises a two-story store area on a total of 265 m². While the first floor of the modern building houses sales areas, the showroom and a spacious changing area, customers can expect a spacious lounge for private shopping as well as the openly designed warehouse on the gallery-like upper floor. Inspired by the clean architecture of the Nordic metropolis and the glazed buildings near the Elbe, the Düsseldorf team of architects, together with the LFDY team, transferred these elements of the Hanseatic city into their store design. LFDY founder Lorenz Amend is personally in charge of the innovations that bring the brand vision to the space - and which Schwitzke & Partner implements.

The glass exterior façade served Schwitzke & Partner as a compositional blueprint for the store. While modern stainless steel and galvanized steel elements dominate the interior, the green and black iridescent marble in the checkout and booth area creates an exciting contrast. The centerpiece of the shopping area is the typical LFDY showroom concept. To underline the industrial reputation of the area and create a harmonious panorama, all presentation elements were also made of brushed stainless steel.

Schwitzke & Partner bridges the gap between streetwear and luxury interior with the pointed placement of design classics such as the modular De Sede sofa by Ubald Klug. The warm cognac brown of the classy furniture skillfully breaks with the usual convention of industrial chic. Photographs by artist Paul Hutchinson and mirror art by Victor Bonato round out the store's urban flair in terms of design.

"On behalf of all architects of the Schwitzke & Partner team and the team of LFDY, I am very pleased to receive this special award. For us, receiving the Iconic Award 2023 in the category 'Interior - Retail' is one thing above all: confirmation that our vision behind the project 'LFDY Hamburg' is not only seen, but also understood. My thanks go to LFDY for the great and very successful cooperation," says Tina Jokisch, Managing Director of Schwitzke & Partner. "Throughout the store space, we have realized an expressive design concept that plays with duality while breaking with conventions. The store designed by us and LFDY conveys an image all its own and gives the LFDY brand the space to reflect its cultural foundation as one of the most renowned German contemporary fashion brands on the shopping floor as well. We very much appreciate that the expert jury of the Iconic Award recognizes this."

The award ceremony of the Iconic Award 2023 took place at Expo Real in Munich.


LFDY Store in Hamburg © Fotografische Werkstatt

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