THE WHITE SHIRT EDIT

For KARL LAGERFELD, we produced a series of pop-up spaces that place the brand’s most iconic design, the white shirt, at the center of a spatial retail experience. Created and developed by CAYA Studios, the concept was rolled out across Breuninger locations in Stuttgart, Düsseldorf and Munich.

Blurring the line between shop and installation, the spaces translated heritage references into a contemporary retail language. A reduced material palette of matte black and brushed stainless steel creates a strong contrast, while illuminated lightboxes, mirrored vitrines and precise podiums frame the products and guide the visual hierarchy.

The modular pop-up concept combined brand heritage, product storytelling and spatial clarity; creating a focused and distinctive retail moment across all three locations.