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.
About the A. Lange & Söhne Pop-up Salon in Berlin
Address: Alhambra, Kurfürstendamm 68, 10707 Berlin
Time frame: 11 May to 24 December 2021
Opening hours: Tuesday to Friday, 11 a.m. to 7 p.m.; Saturday, 10 a.m. to 6 p.m.
Tel.: +49 (0)30 221 525 150 | E-mail: firstname.lastname@example.org
It is possible to collect watches ordered over the phone at this location.
Hygiene and safety standards
In order to protect guests and staff at the Pop-up Salon, we pay close attention to hygiene and safety standards. The measures follow the specifications of the Berlin health authorities and the recommendations of the Robert Koch Institute and are always kept up to date.
About A. Lange & Söhne
Dresden watchmaker Ferdinand Adolph Lange laid the cornerstone of Saxony’s precision watchmaking industry when he established his manufactory in 1845. His precious pocket watches remain highly coveted among collectors all over the world. The company was expropriated after the Second World War, and the name A. Lange & Söhne nearly vanished. But in 1990, Walter Lange, Ferdinand Adolph Lange’s great-grandson, ventured to start over again. Today, Lange crafts only a few thousand wristwatches, mainly in gold or platinum, per year. They are endowed exclusively with proprietary movements that are lavishly decorated and twice assembled by hand. With 67 manufacture calibres developed since 1990, A. Lange & Söhne has secured a top-tier position among the world’s finest watch brands. Its greatest successes include brand icons such as the LANGE 1, the first regularly produced wristwatch with an outsize date, and the ZEITWERK, with its precisely jumping numerals. Extraordinary complications such as the ZEITWERK MINUTE REPEATER, the TRIPLE SPLIT and the so far most complicated model, the GRAND COMPLICATION, introduced in 2013 in a limited edition of six, represent what the manufactory always strives for: to drive the traditional art of watchmaking to ever-new heights. The sporty yet elegant ODYSSEUS, introduced in 2019, marked the start of a new chapter for A. Lange & Söhne.
Arnd Einhorn, Head of Corporate Communications & Product PR
Tel.: +49 (0)35053 440 | E-mail: email@example.com
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