The international fragrance brand Le Labo Fragrances will open a new business location in Berlin in autumn 2026. The lease was secured at Oranienstraße 188 in the Kreuzberg district, known for its cultural diversity and vibrant structure. For this transaction, the consulting firm Lührmann cooperated with McDevitt for the letting of the space to Le Labo Fragrances.
The chosen location is in close proximity to established institutions such as the SO36 music club and the Roses bar. The Voo Store is also just a few steps away. This location positioning integrates the new Le Labo Fragrances site into an urban environment, which represents a significant mix of cultural offerings, gastronomic establishments, fashion, and the specific Berlin neighbourhood lifestyle.
Strategic Location Choice in Kreuzberg
The decision for this microcosm underlines the brand's intention to position itself in an environment that reflects authenticity and individuality. Simon Frank, authorised signatory for retail lettings at Lührmann's Berlin office, commented that the handling of transactions with brands of particular relevance brings great satisfaction. He highlighted that this is especially true when these processes take place in the direct local vicinity. For Mr. Frank personally, the letting to Le Labo Fragrances was special, as the new location is directly in his home district. He expressed his anticipation for the development of the space in the coming months.
The Le Labo Fragrances brand is known for its specific brand concept, characterised by handcrafted fragrances and minimalist store design. A key feature is the individual shopping experience offered to customers. The characteristic concept of the "laboratory," to which the name refers, implies the possibility for customers to have fragrances individually assembled and personalised directly on site. This forms a core aspect of the brand identity and contributes to differentiation in the competitive environment. The new opening in Kreuzberg will transfer this concept to a prominent address with high footfall.
Brand Philosophy and Local Integration
The integration into a vibrant neighbourhood environment, such as that offered by Oranienstraße in Kreuzberg, aligns with Le Labo Fragrances' brand philosophy, which focuses on authenticity and direct customer engagement. The future "Lab" will thus function not only as a retail space but as an integral component of the local commercial and cultural spectrum. The choice of location reflects a strategic decision that anchors the brand values – craftsmanship, personalisation, and an immersive experience – within an urban context. The opening in autumn 2026 will significantly expand the fragrance brand's presence in Berlin and complement the Kreuzberg retail location with a specific offering.
