THE HOUSE OF SCHWARZKOPF BERLIN - FROM A HISTORICAL PHARMACY TO AN EXPERIENTIAL FLAGSHIP STORE Located in the Rosenthaler Höfe in Berlin where founder Hans Schwarzkopf laid the foundation stone, a contemporary Flagship store was built to rejuvenate the brand, the retail experience and its products. This branded space now combines more than 120 years of expertise in hair-care with state-of-the-art technology. Different experiential and human centric design elements build an immersive customer journey in a combined Shop and Hair Salon where visitors can truly experience the brand, its values, promises, products and history. THE SPIRIT - HOME OF HAIR EXPERTISE AND CRAFTSMANSHIP Hans Schwarzkopf was a visionary, an expert and a craftsman full of new and innovative ideas. 120 years ago in Berlin, he invented shampoo to help women look and feel good. An expert in remedies and pharmacology, he tried and tested hundreds of solutions to find a product that delivers great convenience, quality and in-use experience. This authentic spirit set the tone for the holistic concept - showcase the brand through hair-care expertise, craftsmanship & convenience. EXPERIENTIAL TOUCHPOINTS & SPATIAL APPROACH Schwarzkopf product innovations are embedded into personalized, customized brand experiences which results in creating buzz around the brand. Consistent visuals and content narrative are extended through a seamless online and offline experience with calls-to-action for customers to test and explore, further enhancing brand-relationship and loyalty. HERITAGE WALL: Customers explore the brand history through a modern pharmacy shelf composition SCENT TABLE: Interactive table highlights the products and their ingredients activating all senses CRAFT TABLE: A Schwarzkopf expert creates a personalized product by mixing ingredients based on hair analysis. PERSONALIZED PRODUCTS: Customers can design a label for their personalized Schwarzkopf bottle. MAKE-OVER MIRROR: Interactive magic mirror where customers view iconic Schwarzkopf styles from the past, choose a new hairstyle and share the result. SELFIE SPACE: Customers can share styles on social media with an animated slow-motion GIF or a striking selfie. THE SALON ABOVE: Complementing the experiential Flagship Store Concept, the Salon Above offers premium hairdressing services with Schwarzkopf Professionals. Complementary furniture pieces offer a flexible and long-lasting use of the space to incorporate refreshed brand stories. The House of Schwarzkopf will be a home for the Schwarzkopf Community with exclusive openings, launches and events, plus partnerships with influencers, brands and artists. The House of Schwarzkopf represents a holistic approach to contemporary retail and branded space by offering a professional, unique, and customer facing experience that combines the craft of hair-care with individual service and product solutions.