WE MET THE STORE PARK FOUNDERS, BASED IN VIENNA. THEY USE A 95 YEARS MODEL. DISCOVER MORE READING THE INTERVIEW.
The concept store is based in Vienna. When did you decide to open it and why?
We opened the shop in 2004. We just felt that it was the right moment to do a shop in Vienna back then.
Instagram has become a virtual shopwindow. What do you think, how did your market change?
Instagram is a very interesting tool, it helps us to promote our vision on fashion and gives us the possibility to reach out to an audience that is not located in Vienna.
When did you think “We have to sell online”?
We started selling online in 2008. basically it is good to have a window to the outside world…we sell to clients all around the world, but we see the online store also as an advertising tool for clients in Vienna… we experienced that it is very often the case, that customers look online and then come to the store to try a few pieces.
How is born the idea of using an old woman as a model? What is her name and what do you want to tell us about her?
Erni, 95, just happened to us…we met a few years ago on the street, she is living around the corner of the shop. 3 years ago we got Bonni, our dog, and that was when Erni kind of moved into the shop…she loves Bonni. Then, last year in june, I asked her if she would be open for a picture, she said yes and it all started from then. We usually do one shot a day.
How do you select the brand and how do you search?
It is all about our personal taste. We would never choose a brand just for commercial reasons. We believe that we can only sell a Designer, if we are really convinced ourselves.. only then we can make the pieces believable to our audience.
How does your day work like?
We open at 10:00h and close at 19:00h… so everything could happen in-between this time frame. Customers, new merchandise, a shoot with Erni, redecorating, giving an interview…
Is there a fashion pieces you particularly love?
There are lot of pieces I love, but I love my new ‘I love you` sweater from Raf Simons… Erni was wearing it for a pic last week :)
What is aesthetics for you and what is for you a fashionable pieces?
Aesthetics is something very personal. I think it is a lot about the piece and the person who is wearing it. I truly believe that someones style is only well received, if the garment and its wearer become one. A lot of times people follow a certain aesthetic or trend and it just does`t work in their favor. Unfortunately there is not so many people like Erni, that could kind of wear anything and make any piece of clothing their own…a real model.
How do you spend your free time?
We have a little house on the countryside.
The cold season is coming: an outwear, a booties and an handbag?
Or a bathing suit for your Christmas trip to the Bahamas.
Photos courtesy of press office
Official website www.park-onlinestore.com