This month sees the launch of the Karl Lagerfeld’s first brand store. Carrying ready-to-wear and accessories for both men and women from the house of Karl, the concept store also has limited items curated by the man himself such as photography and design books, but the main attraction is centred around an elaborate digital experience, a virtual opportunity to connect with Karl Lagerfeld.

A digital guestbook displays his collections from the past and present and lists the latest Karl news. A digital photo-booth allows you to capture your look in the fitting room, apply many Karl related filters (the Valencia just won’t cut it here) and then with the built in touch screen share the image to your social media channel of choice. And Karl saw no need for an outdated checkout, all purchases will be made on a mobile device. Indeed, queues would be very tacky in this store, situated in the heart of St Germain des Près, Paris. “For me, the 7th arrondissement is the centre of the world, I couldn’t imagine starting with a shop anywhere else,” says Lagerfeld. We wouldn’t want it any other way.

Tags: Karl Lagerfeld