Walking past this store is simply not possible.
The concept, like a mini Colette in the middle of Hamburg, is a stylish, minimalistic and fashionable store showcasing Chinese, Spanish and French brands. A well curated selection of established names as well as hot start-up brands have been carefully selected by the eyes of a fashion designer and graphic artist, and you can tell. This store would be sitting comfortably as one of many concept stores in a city like Berlin or Paris, but seems refreshingly new in a city like Hamburg at the same time as fitting perfectly into the vibes of the lively Sternschanze area where it is located.
So, what can you find here? From books about fashion to niche magazines, pizza cutters in the shape of fixie bikes, original handcrafted jewelry, spiced vodka and of course, edgy fashion.
I spoke to Sisi, one of the founders of Azurer, and she told me they really want to challenge the sometimes negative perception of the Made in China label with Chinese brands that are all about quality, tradition and beautiful design.
For you if you’re into art, photography and design, if you’re looking for a quirky present or if you’re just looking to be inspired.