A. Lange & Söhne opens its first Pop-up Salon in Berlin
A. Lange & Söhne has just opened its first Pop-up Salon in Alhambra Berlin – the former cinema at Kurfürstendamm 68 – across an area measuring 150 square metres on 11 May. The location already served as a broadcasting studio for presenting the novelties during the digital watch fair Watches and Wonders at the beginning of April. Now the Saxon manufactory is displaying and selling its exclusive timepieces here until the end of the year.
The world’s first film with sound was shown at the Alhambra Berlin in 1922. Following a true-to-the-original reconstruction of the stucco facade, the former multiplex at Kurfürstendamm 68 will reopen in autumn 2021 as an innovative co-retail space. A. Lange & Söhne’s first Pop-up Salon was opened here on 11 May. “Time is at home in the heart of Berlin” is the motto of the new presence in the capital.
The watch manufactory already has a Berlin location; BACKFABRIK in Prenzlauer Berg has been the home of the marketing department for the last three years. The new branch is therefore a systematic step, according to Lange CEO Wilhelm Schmid: “With our first Pop-up Salon, we are bringing A. Lange & Söhne closer to our customers in the Berlin area. They can explore the subtle differences that characterise our watches in an inviting, relaxed atmosphere.”
In the display window, a model of the LANGE 1 MOON PHASE measuring over three metres in height makes a clear statement. The Pop-up Salon is spread across an area of 150 square metres over two floors. Thanks to a welcoming and spacious room concept, visitors are immersed in an oasis of calm and serenity. The interior design is inspired by the feeling of being unobtrusively cared for and made welcome. Temporary exhibitions tell stories about A. Lange & Söhne. Guests can arrange individual consultations to view the models from the current collection and have their functions and special features explained to them.
In addition, A. Lange & Söhne now offers the option to order watches via the company’s website. European customers who use this service offer can receive the ordered timepiece in the Berlin Pop-up Salon and have all the details relating to handling and care shown on site.