The reopened Lfdy store on Ehrenstraße draws you in the moment you catch sight of it from the street. Its striking black shopfront creates an inviting threshold that reveals a luminous interior—a captivating contrast that recalls the iconic look of a Polaroid photograph.

Inside, the entire collection flows along the left wall as a natural guide, with each piece spaced thoughtfully to lead shoppers deeper into the store. There, beyond the fitting rooms, sits the filing cabinet—a signature element in every Lfdy location—housing the collection. To keep focus on the garments themselves, interior designers Schwitzke & Partner wrapped the entire space in a serene, all-beige monochromatic palette. Even the exposed stone walls are softly whitewashed, adding textural depth without disrupting the store's cohesive aesthetic. The furnishings echo this restraint: a carefully curated mix of custom display fixtures, a bespoke lighting system, and thoughtfully selected vintage pieces work in harmony. "We deliberately chose to break from the energy of the old store," explains managing director Tina Jokisch of Schwitzke & Partner. "This clean, monochromatic approach marks a fundamental shift—and embodies Lfdy's vision of making each location distinctive and compelling."

www.livefastdieyoung.com
www.schwitzke.com

Photography Credits:

Katharina Jaeger
www.fotografischewerkstatt.de

(Published in CUBE Cologne Bonn 01|23)