Last night saw the opening party for “Feel London”, an in-store promotion at German department store chain Karstadt. 1900 guests arrived in the chain’s Dusseldorf flagship determined to share in what is perceived to be the glamour that is associated with Europe’s current coolest urban location.

In the five-floor Karstatdt Dusseldorf, the city’s biggest retail outlet, “Feel London” translates as mono themed banners and graphics depicting a version of the Union Jack, which are placed around the store and in the two large escalator atria.

To this can be added a raft of Brit brands that Karstadt’s English CEO, Andrew Jennings, has persuaded to come and be part of the department store’s branded offer.




Highlights among these include Ted Baker, French Connection, Topshop and a pop-up Rolling Stones shop, that was first seen in London’s Carnaby Street in 2012.

It is the use of props, such as red telephone boxes and mannequins in red uniforms and wearing Bearskin hats that foster the sense that you have strayed into a little piece of the UK overseas however.


This is the first time that Karstadt has tried a themed promotion across a store and for the rest of this month it will be on view not just in Dusseldorf, but across the other 83 department stores that the retailer operates in Germany. Jennings said that it has taken 18 months to plan this event and that things are already at an advanced planning stage for the next one, which is due to take place in 2014.

“Feel London” will run in Karstadt throughout September.

Theodor-Althoff-Straße 2 45133 Essen

Theodor-Althoff-Straße 2 45133 Essen