SISLEY repositions and launches new concept store in Berlin

After the recent announcement by Benetton group regarding the restructuring its activities and focus mainly on their two major brands – United Colors of Benetton and Sisley–, Sisley has just announced its overall repositioning strategy with the opening of a brand new – and first worldwide – “rich & raw” concept store in Berlin.

Sisley new concept store Berlin
The 130sqm boutique opened on in one the most interesting and vital areas of the city, at 12 Neue Schönhauser Strasse, in the Mitte neighbourhood, a few steps from stores such as 14 oz. and The Kooples. The new Sisley concept is designed in order to express the same identity of the brand’s totally renovated fashion-minded identity.

While maintaining the same elements that belonged to the original location – a restaurant – such as raw brick walls, narrow corridors, modern lacquered ceilings, oval shaped pieces of furniture and stylized chandelier lamps. “In order to enhance the impact of the newly redesigned Sisley brand, each new shop will have its own distinctive nature and unique features,” commented  Paolo Battacchi, head of Sisley managing the brand´s repositioning. “Future store openings will share the design ethos, but will always be different and will make use of distinguishing local elements.” Upcoming openings already planned include one in Padua (Italy) at the beginning of March, and Orio Center (near Bergamo, Italy), and soon after Rome, Naples, Venice and Tokyo by end 2015.