Studio Chapeaux serves up architectural elegance in its brand for a private label for Berlin’s KaDeWe

Situated on the sixth floor of Berlin’s luxury department store, KaDeWe, is what is affectionately known as Die Sechte (The Sixth) – a legendary gourmet hall that has earned its reputation as Berlin’s culinary heaven. Boasting over 30 restaurants, bars, and food counters, including the likes of oyster bars, the finest French macarons, and a restaurant dedicated solely to potatoes – this is where it all comes together. It also showcases an exquisite selection of international delicacies, fine wines, and premium food products, many of which are their own. They have received an elegant makeover, courtesy of Studio Chapeaux, who were tasked with developing a private label worthy of this culinary destination, working in collaboration with Axel Domke. “The best market research actually happened on the sixth floor of KaDeWe itself,” explains Co-Founder & Creative Director Nils Zimmermann. “You really find the best of the best from all over the world there. So the real question was – how do you spot the host of the party?” This challenge of standing out amongst luxury brands led to an elegant solution that pays homage to the building’s history with a reinterpretation of KaDeWe’s entrance gate, an architectural element that has survived since 1907. The studio used its rich decoration as inspiration to create a modern form of ornamentation that serves as the project’s key visual element and graphic grid.