On the occasion of his new photo book ” Ralph Lauren ‘s Polo Shirt” , Ralph Lauren is dedicating a concept store in Berlin-Mitte to the classic item of clothing. Until July 9, visitors to Schönhauser Straße 8 can discover the widest range of Ralph Lauren polo shirts of all time, have their own clothing items personalized and linger in Ralph’s Coffee.
The polo shirt concept store in Berlin aims to offer a new, experience-oriented retail concept that focuses entirely on the classic item of clothing. Using storytelling, immersive technology and augmented reality, the US brand is bringing the history of the polo shirt to life for the first time.
The concept store includes a “Create Your Own” shop that allows for customization with embroidery, patches and more. In addition, the store offers a limited number of select vintage and collectible designs.
As part of the vintage offering, Ralph Lauren also sells the “Upcycled Polo Shirt,” a limited-edition collection of polo shirts that have been hand-repaired by artisans at Los Angeles-based circular design platform Atelier & Repairs.
Originating in North America, each polo is given a second life through a unique over-dyeing process that gives each shirt a vibrant indigo hue and is patched with vintage fabrics at the placket and sides.
For the first time, the company’s innovative dyeing technology “Color on Demand” can also be experienced live in the Berlin store. With this technique, polo shirts can be individually dyed from a selected range of colors and then used as part of the “Create Your Own Custom Shop”
Ralph’s Coffee, the brand’s own café, will also open a pop-up in the courtyard of the concept store. The company serves a selection of hot and cold coffee drinks there, as well as Ralph Lauren’s favorite confections.
The Polo Shirt Shop concept store joins the recently opened “World of Ralph Lauren” store on Kurfürstendamm in Berlin . The store opening in West Berlin is part of the “World of” concept with which Ralph Lauren wants to strengthen its retail business worldwide.
