The new MYKITA Shop Berlin
The clear signature of MYKITA is reflected in all design-related areas of the company, including the shop concept devised by the MYKITA team. The central idea here is to remove objects from their conventional environment and place them within a new context. The dominant designelement is a backlit presentation surface – the MYKITA Wall.
The new store concept focuses on the theme of optics and cosmetics; in addition to the hand-assembled frames customers will in future also find selected skincare and makeup products. The lenses will be provided by leading optical brand ZEISS. The ZEISS ”Relaxed Vision Center“ offers state-of-the-art instruments, enables a perfect adjustment of the glasses to the customer’s features along with highly qualified customer service. The new Berlin Shop is a reference point for all future MYKITA outlets in terms of materiality and technical features. MYKITA already has stores in Vienna, Zurich, Paris, Monterrey/Mexico and Tokyo.
Covering the entire right-hand side of the 4.5-meter tall white sales area is the backlit MYKITA Wall, which can accommodate over 350 pairs of glasses. It comprises an assembly of perforated metal angle beads that are normally used to support heavy-duty shelving. Individual littleshelf elements can be attached at any position desired along the wall, thus providing each frame with its own stage. A mirrored wall on the opposite side enables customers to view themelvesand the entire room from any angle, while a mini-workshop at the sales counter provides space for minor repairs and fitting. MYKITA’s new shop design concept also encompasses Zumtobel spotlights and out-of-service flight attendant trolleys, used here as a prominently positioned and variable presentation/storage facility. All other furniture in the shop is made of 4cm-thick spruce planks that are brushed and then treated with a mattwhite finish.
Newly integrated is the ZEISS ”Relaxed Vision Center“, a special lab equipped with precision instruments from the optical brand Carl Zeiss. Here a combination of sight tests generate a customized optical profile, which enable the exact adaptation of frame and lens to the wearer’s face. The ZEISS lenses are made individually in accordance with the measurements taken and the result can improve night vision and contrast sensitivity, as well as make colours look more natural. Another new feature is the express service; frames can be picked up with custom-madeprescription lenses just two or three hours after ordering.
Meanwhile, MYKITA MYFACE sees MYKITA branching out on the cosmetics front. Its outlets will stock selected products from the Susanne Kaufmann brand plus makeup items from uslu airlines and provide a personal consultation service – from the right specs to facial care. Susanne Kaufmann’s organic treats are manufactured in a small workshop in the Bregenzerwald mountains of Austria in accordance with the highest ecological principles. Made entirely from natural sources, these skincare products marry scientific expertise with the Alpine herb world.Reflecting the philosophy and practice of MYKITA, these items are made by hand and incorporate only the best active ingredients.
MYKITA has a long history of working together with Berlin-based makeup label uslu airlines. In addition to the collaboration that produced the Bob & Eve aviator frames duo, the two companies are linked by a common idea: a unification of forms and colours to underline individuality.
Rosa-Luxemburg-Strasse 6
10178 Berlin