The new store offers a comprehensive selection of Dsquared2’s men’s, women’s, and children’s collections.
Dsquared2, the luxury fashion label, has opened its latest boutique in Frankfurt, marking another step in the brand’s strategic growth. This new location on Fressgasse, one of the city’s most popular shopping streets, follows the recent opening of its New Bond Street store in London and the success of its relationship with ESW, which considerably increased online conversion rates.
The Frankfurt boutique offers a diverse assortment of Dsquared2 men’s, women’s, and children’s collections. In addition to garments, the store sells swimwear, underwear, eyeglasses, and fragrances, catering to a varied customer base and cementing the brand’s reputation for colorful and eclectic style. This extensive assortment ensures that the boutique caters to fashion fans from various segments.
The store, which measures 120 square meters, was developed in partnership with Italian architectural firm MRZarchitetti and Dsquared2’s founders and creative directors, Dean and Dan Caten. The design reflects the brand’s distinct DNA and the dynamic energy of its collections. The store’s front is visually appealing, with black sheet-metal-clad pillars framing a central entrance. A wide display window on one side and two shorter windows on the other provide an attractive view of the store’s interior.
Inside, the store blends modern design elements with a pleasant atmosphere. Customers are greeted by an open layout with magnificent pillars and a center lounge area. The lounge is supported by a woven natural rattan-effect fiber carpet and accented with smoked glass display tables, black leather couches, and ‘Atollo’ brass lights that give warmth and refinement.
The interior design follows current trends, with concrete-effect walls and black speckled stoneware flooring. Products are displayed on freestanding units made of black-painted iron and brass, which are lighted by unobtrusive LED lighting strips to increase their visual appeal. Smoked glass and natural wood elements offer depth and complexity to the space, resulting in a polished but approachable retail experience.
The opening of the Frankfurt boutique demonstrates Dsquared2’s dedication to increasing its presence in major markets. The company continues to raise the bar for luxury retail experiences by presenting a carefully curated collection of its different product lines in a tastefully designed setting. For retail experts, the store exemplifies how to blend architectural innovation, brand identity, and customer-centric design to create appealing shopping experiences.
