The Square Berlin concept store is the first interior design project created by the creative trio Pierre Augustin Rose. Located in the centre of the German capital, the space covers more than 700 square metres and defines an environment where fashion, art and contemporary design coexist within a unified spatial language.
Inside, the layout is built around an idea of softness: structural arches, curved volumes and velvety textures come together within a palette of whites, greys and natural tones. The result is a warm, refined and welcoming atmosphere, where every element contributes to the overall perception of the space.
A concept store between fashion, art and interior design
Each area of The Square Berlin is designed as a distinct scene while remaining coherent with the overall concept, combining fashion, beauty and lifestyle. The furniture, including sofas, armchairs and tables, comes from the brand’s own collection, while travertine display units and lacquered surfaces were custom made for the project.
The concept stems from the collaboration between Joseph Voelk and Emmanuel de Bayser, founders of the store and collectors of twentieth-century design, and the French studio formed by Pierre Bénard, Augustin Deleuze and Nina Rose. The result is an immersive space conceived to establish a direct relationship between product, environment and perception.
Fluid layout and strong aesthetic identity
The project is based on visual continuity and a soft spatial sequence, where rounded forms, tactile materials and sculptural accents define a strong identity. The use of neutral surfaces and curved volumes supports a fluid reading of the environment, avoiding abrupt interruptions and encouraging a more immersive perception of the retail space.
In this context, retail design does not simply organise the display function, but creates a system in which furniture, materials and artworks interact to reinforce the project’s cultural and aesthetic positioning.
A new reference point for retail design in Berlin
Curated by Emmanuel de Bayser, the space is enriched with works by Nicolas Lefebvre, Laétitia de Bazelaire and Thomas Junghans, together with selected pieces from Galerie Chenel. Their presence reinforces the hybrid character of the project, where the store also takes on the role of a cultural and narrative environment.
The Square Berlin therefore stands out as a project where stylistic research, craftsmanship and artistic vision converge in a coherent experience. More than a place of purchase, the store presents itself as an example of contemporary retail design built around atmosphere, spatial flow and identity.
Location Berlin, Germany
Design Pierre Augustin Rose
Photo credit Mark Seelen