From Leica we received the following information:
Leica Store Wetzlar Leitz-Park opened
its doors on May 22, 2014 and is located right in the middle of Leica Camera’s
headquarters, the newly completed Leitz-Park. The store features a 400 square
meter display area for the entire Leica product portfolio, a fully equipped
photo studio and an ambiance inviting visitors to stay a while and chat with
like-minded Leica enthusiasts. The store is open Monday through Friday from
9:00 – 17:00. Below, Alfred Schopf, CEO of the Management Board of Leica Camera
AG shares his thoughts on the new store.
Q: What is it like for Leitz-Park to
have the newest Leica store?
A: If you take a look at the building
from the outside, it makes a statement. We wanted to incorporate what you see
on the outside to the inside. We had the idea to create something unique, a
place where you can look at the heritage of Leica and photography. It all has
to fit together within the architecture. At least in Europe, and perhaps all
over the world, you aren’t going to find many iconic brand stores like that
besides some watch stores. It’s not about a single element either. Of course,
we are proud of the store, but it’s always the combination. We want to
incorporate that in all of our stores because in the end, our cameras are an
instrument. You need to learn how to use it and we want to be able demonstrate
that great images can be shot with such a device.
Q: The first official Leica Library
is at the Leica Store Los Angeles and is curated by Martin Parr. The Leitz-Park
store has a library well. Will libraries be a feature in future Leica stores?
A: As long as there is enough space,
all of the stores will have them. All superstores will, at least.
Q: Is the Leica Store Wetlzar
Leitz-Park’s library curated by Martin Parr?
A: Not yet, but it will be in the
future.
Q: You have quite an impressive
library personally, don’t you?
A: The books inspire me. I like to
have them around me. If my office moves, they come with me. They are like my
old friends.
Q: The other day, a Porsche
motorcycle was rolled into the store. Can you tell us about that?
A: That was so people can see what
kinds of stuff they can photograph. The store features a full photo studio.
Q: Is there going to be any specific
artwork at the Leica Store Wetlzar Leitz-Park
like the “Fake Leica” from the Leica Store Los Angeles?
A: The “Fake Leica” is a hiccup. The
artist who did it did a great job. The front is an analog Leica and the back is
a digital Leica. I’ve seen a lot of techies approach it and complain that he
butchered it but they don’t realize that it was purposeful, just to get you
talking about it. Sometimes you have to ruffle some feathers.
Q: The Leica Store Wetlzar Leitz-Park
has some special edition products that can only be found here. Can you comment
on any of the items? Are there any that are particularly special to you?
A: We created the Leitz-Park brand
and wanted to have something specific to it. That’s the idea behind it. We want
to attract people to visit us in the future. We think that naming where you
bought it, at the company superstore, is just a good approach. It’s a
destination. It’s the birthplace of photography and we want to integrate more
and more of that idea into our marketing approach. For me, it’s not that we
talk about Leica history but that we talk about the history of photography.
Oskar Barnack was really a genius. I mean, if you take a look into the X1, it’s
95 years after Oskar Barnack’s invention and the size is just the same. You
don’t need something different. You have it in your hand and it’s a good
balance. It’s quite amazing to see that. Leica is always trying to incorporate
that into our work.
The special editions include four
cameras, a Leica S, a silver chrome Leica M Monochrom, a Leica X Vario and a
Leica X2 à la carte, and two pairs of binoculars, the Leica Ultravid 8×42 BL
and 10×42 BL models with special red leather trim.
Q: Can you tease us about what might
happen at photokina?
A: I don’t want to give away too much
to our competitors. Our research and development team is working on some new
stuff. You can expect something, but I don’t think I can remark now. All of my
colleagues will get nervous.
Q: It seems like people flew in from
all over the world for the Leitz-Park opening. Do you agree?
A: We are getting visitors from all
over the place. The other day, the Deputy Prime Minister of Bahrain was
shopping in the store. There are Leica enthusiasts everywhere!
Thank you for your time, Mr. Schopf!
Learn more about the Leica Store
Wetlzar Leitz-Park here:
Oh boy, you could really play kid in a candy store there.
ReplyDelete... And they will gladly sell you some of their candy as well.
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