Temporary Showroom is not your typical designer clothing store. In fact, there is much more going on behind the scenes than its modern, floor-to-ceiling glass shopfront would have you believe. Aside from selling fresh fashion by Y-3, MM6, United Nude, Opening Ceremony, or A.D. Deertz, the store also operates as a press and sales agency that showcases selected brands during Fashion Weeks around the world.
Creative director Martin Premuzic obtained the lease for the space with friends back in 1999, when Prenzlauer Berg was less overloaded with wheely suitcases and flat whites. Initially, it was financed and used as an art gallery, housing installations and exhibitions. When he noticed the neighborhood’s quick development, Martin recognized the potential of his space and transformed the gallery into a permanent clothing store with the intention of using it as a showroom to exhibit and house fashion-oriented events.
Contrary to its name then, Temporary Showroom is in fact a permanent fixture on the leafy stretch of Kastanienallee— a fashion haven on Hipster Allee, if you will. Ever since moving to Berlin nine months ago, I found myself puzzled by the name. In a conversation with Martin, though, the meaning was revealed; the name was conceived during 2006 Berlin Fashion Week, referring to the transformation the space temporarily undergoes from shop to showroom during such events.
The interior is architecturally minimalist: exposed concrete floors and wrought-iron clothing rails are combined with clean and simple visual merchandising. The showroom feel is complemented by the select number of pieces available, creating an aura of exclusivity. Given the space was once a gallery, this comes as no surprise.
The staff are friendly and knowledgeable but, above all, they passionately support the brands they stock. And if you aren’t able to drop in personally, you can browse their online store as well. Keep an eye out in July, as Temporary Showroom will be teaming up with the Swedish Embassy to promote bright and bold Scandinavian designers—think Stine Goya, Sandqvist, Henrik Vibskov!