Avgvst Jewelry rejects high-brow design codes to better connect with young buyers

What: Avgvst Jewelry's Berlin flagship uses industrial design and diverse spatial programming to make for a more accessible fine jewellery shopping experience.

Why it is important: The store demonstrates a shift in how luxury spaces are being imagined and how Avgvst is aiming to attract the young luxury market demographic.

The new flagship store, designed by Crosby Studios, takes inspiration from the concept of a dark kitchen, and uses industrial design along with diverse spatial programming to create a less pretentious fine jewellery shopping environment that will appeal to the younger generation.

Avgvst included additional spaces — a tattoo studio and a public garden — to enhance the overall experience and make the luxury store more approachable to customers, particularly Gen Z and Millennials.

Avgvst Jewelry rejects high-brow design codes to better connect with young buyers

Avgvst Jewelry rejects high-brow design codes to better connect with young buyers article