Front view of the entrance area of the House of Schwarzkopf with a round table, wall shelves with products and a black staircase. On the right-hand side of the image is the brand logo, as well as lettering "Born in Berlin. Back in Berlin".

Introducing the House of Schwarzkopf

With the conception of the House of Schwarzkopf, everyone is invited to explore an exciting and interactive digital and non-digital intersection of the iconic brand’s history and its innovative future at various interaction points. Think AR technology, sensual experiences, personalized products, hair analysis, expert advice – everything you need to craft your own beauty.  

The House of Schwarzkopf concept

The House of Schwarzkopf is a flagship store opened its doors on October 2nd in Berlin, Germany. We at Schwarzkopf wanted to create a physical place where visitors can experience our unique brand. The store, located at Rosenthaler Str. 36, is not only the new home of the most iconic hair care brand of our time, but also creates a bridge from the past to the future. Hans Schwarzkopf first founded the brand in the German capital and now over 120 years later, the new store combines more than a century’s worth of hair expertise and state-of-the-art technology. This results in a place where the brand and its values, promises, products, and history are not only represented but can be truly experienced.

Explore our brand’s history from its founding in Berlin in 1898, with the heritage wall, our digital mini museum, and learn about the creation of your favorite Schwarzkopf products. Thanks to the fragrance table, you can dive into the world of Schwarzkopf scents and discover all the subtleties that compose our fragrances. The magic mirror invites visitors to try out the newest Schwarzkopf shades and color trends in real time. Once the perfect match is found, you can save your favorite shade in your Schwarzkopf profile. The second floor is the The Salon Above run by the renowned globetrotting hairdresser, Hauke Schmidt. This is where our hair experts turn dreams into reality with consultations, individualized services, and product solutions. Thanks to state-of-the-art technology, you can understand your precise hair needs and get a personalized recommendation. Be shown how to mix and match our products, to get a tailor-made care and styling routine for your hair in the craft beauty section. Always wanted to know what your own silhouette would look like à la Hans Schwarzkopf? Wonder no more as you can personalize the products of your choice using your profile view. Since sustainability is so important to us, you can also find out more about our various projects and what we have in the pipeline. And last but not least, the store wouldn’t be complete without a selfie space where you can create a video selfie and be a model for our store window next to your favorite stars and influencers or simply share it on social media with your community!  

You also get the opportunity to try out our innovative flagship brand and even limited-edition products before you buy them. All products can also be bought in the online shop.

With all the interactive activities in the House of Schwarzkopf store, you will have a fun and memorable experience. Schwarzkopf was the first of its kind regarding haircare and now leads the way once again with avant-garde interactive shopping possibilities.  

© Schwarzkopf
© Schwarzkopf
© Schwarzkopf

House of Schwarzkopf opening event

Such a unique store deserves a unique opening, and this is exactly what the House of Schwarzkopf received on September 30th. The seven-hour-long jam-packed event presented by Riccardo Simonetti wasn’t to be missed. With the dress code being “Cocktail meets Berlin”, it was obvious that anything was to be expected.  

An explosion of hair and art awaited the guests as well as a champagne reception, red carpet and a 10 course meal created by non-other than chef Duc Ngo himself! Guests were able to learn, experience, and engage in all things Schwarzkopf and get inspired for future projects. The surprise pop-up fashion show by designer Florian Parkitny went down with a bang. It combined fabulous fashion with fantastic hairstyles by Armin Morbach and his team and demonstrated the multifaceted Schwarzkopf brand to be both extravagant and wearable.  

Three models photographed from the side, looking straight-ahead, each with a modern hairstyle and wearing black clothing, next to them a shelf full of hair products.
© Schwarzkopf
Red haired model on the runway wearing a black dress, behind her a white wall with black writing. The floor is black with white writing. She is walking through a white round arch.
© Schwarzkopf

Celebrated DJane-Duo Alyssa Cordes and Gia Escobar added to the ambiance and celebrities such as Nazan Eckes, Eva Padberg, Lorena Rae, Riccardo Simonetti and influencers Anna Maria and Katharina Damm as well as Swalina, Louis Darcis and Soulin Omar graced the event with their presence.  

© Schwarzkopf
Two DJanes mixing music and dancing behind a DJ stand.
© Schwarzkopf

If you weren’t a part of the opening of the House of Schwarzkopf, don’t worry – you still have the chance to visit the store and craft your own beauty. The House of Schwarzkopf also hosts regular events – become a member and be the first in the know.