In pictures: Mytheresa reopens its iconic Munich store

Mytheresa

Mytheresa has today re-opened its iconic Munich luxury boutique, which has been given a striking make-over in a project led by architect Roberto Baciocchi.

Formerly known as THERESA and first opened in 1987, the boutique gave rise to the multibrand global etailer Mytheresa.com, which was launched just over 10 years ago. The store has been rebranded Mytheresa in line with the digital business.

Set over three floors and 1,200 sqm, the store is home to 100 luxury brands including Gucci, Saint Laurent, Prada and Miu Miu. Its redesign focuses on an “inviting open-plan layout”, featuring new colour schemes and furnishings throughout the space.

The former five entrances of the store have been reduced to two and upon entering customers will notice the once separated units have been removed and replaced with a grand marble and steel staircase – a new component which runs through the entire store as the focal point.

Walls are set in pastel hues whilst the floor is accented with black marble elements, with fixture displays in metallic tones and plush velvet seating in light pink and soft mint-green tones. All furniture was individually designed for Mytheresa and made as unique pieces.

The first floor of the store is dedicated to the “global powerhouse” brands and features the new VIP fitting room, offering customers an exclusive private shopping experience. Ready-to-wear, accessories and shoes will continue to be housed on the ground floor, with exclusive footwear designs form Aquazzura, Christian Louboutin and Gianvito Rossi. The bag area has been almost doubled in size.

On the lower group floor, more accessible contemporary labels such as Ganni, Acne and Off-White feature along with denim from the likes of Mother and RE/DONE.

Architect Baciocchi, founder of Baciocchi Associates said of the design: “We have based the new concept on contemporary trends and on an experience, we believe clients search for today when they buy in a physical store as opposed to buying online. We feel it was important to create a comfortable and intimate atmosphere where the clients can feel at home; free to discover and try anything they wish.

“The client should never feel intimidated by the environment but rather it has to help them to feel good with themselves and with the products that they desire. All areas have been thought-through to create a familiar space, like a living room, where the clients can feel fascinated by their surroundings – free to explore from one area to another,” he said.

Michael Kliger, President of Mytheresa added: “Our Mytheresa store was founded in 1987 in the heart of Munich and has been a source of style and inspiration since its opening. Today, 30 years later, it is known as one of the finest multibrand stores worldwide. It allows our clients to experience the physical space of Mytheresa, in addition to the e-commerce site, which has become the digital home for our global customer base for over a decade.”