The location is rather unusual for a store like this, as this area is not known for retail stores. That’s probably also the exciting thing – the combination of mainstream and non-mainstream to which people specifically come. It is important that the target group is in nearby places, and this is the case with the Château Royal and the Einstein.
The interior of the store is designed in the style of avant-garde luxury stores: The store’s ceiling displays the technology unobstructed, shelves and tables made of high-quality materials stand out from the monotony of the room and give the products a stage. The coolness of the overall look is somewhat reminiscent of the legendary Colette store in Paris, which closed in 2017. Inspired by the cult store and in collaboration with brand partners, customer experiences have already been gathered in many international pop-up stores and events, such as “Colette Mon Amour”. These experiences also served to realize that it is also important for a digital brand to operate a physical store.
Founder David Fischer started a blog about high-priced streetwear in 2005. Under the name Highsnobiety, he reached an ever-growing avant-garde audience with his style website. From 2010 to 2016, he and his business partners ran a store on Torstraße, the Soto Store. However, his focus remained on Highsnobiety, which he successfully expanded with around 200 employees into a multimedia company with a focus on fashion reporting, an online store for luxury and streetwear labels and his own collections from high-quality collaborations. In 2022, Zalando took over the company – Fischer has been CEO of Highsnobiety ever since.
