Breuninger, the most fashionable birthday

Yes, it is more fun shopping in Germany than in Switzerland. I have to admit it.

Switzerland is elegant and efficient, but shops are often smaller and, inevitably, more expensive. Crossing the border suddenly feels like entering an adult Luna Park. Everything is bigger, more lively, more animated. You don’t just shop — you wander, observe, sit down, watch people, and somehow become part of the atmosphere.

And nowhere do I feel this more than at Breuninger in Stuttgart.

The store has a beautiful architectural center, a large open space that reminds me a little of Galeries Lafayette. Floors circle around a central gallery, and from above you can look down toward the café, the music, and the movement of people. It is one of those places where simply sitting and watching already feels like entertainment.

Last weekend the atmosphere was even more special.

Breuninger celebrated its 145th birthday, and I was invited by my colleague Slavia Karlen. We began with a private shopping experience where pieces had been selected for us in advance. At first it felt quite formal, almost intimidating, but it quickly became surprisingly helpful. Seeing clothes chosen by someone who truly understands shapes and fabrics changes how you look at yourself.

During this private session we were treated to beautifully presented, high-level pâtisserie — not candies, but elegant little creations that looked almost too perfect to touch — alongside champagne, which I  admired rather than drank.

As the day went on, the mood shifted.

The store filled with young visitors, music grew louder, conversations started naturally, and the whole place became lively and relaxed. Artists were drawing portraits, photos were transformed into illustrations, children played games, and small prizes appeared everywhere. I had never seen a department store so full, yet everything moved with an easy flow.

One moment, however, really surprised me.

There were long queues of very young girls waiting to meet Dr. Emi, a plastic surgeon whose skincare line is sold at Breuninger. I stood there watching, slightly puzzled. These girls were radiant and fresh, and yet they were lining up to talk about retinol and advanced skincare — things I associate with a much later stage of life.

Clearly she is extremely successful, and the excitement around her was undeniable. Still, I couldn’t help thinking this must be the TikTok effect. To me it felt a little mad. Those lovely young faces did not seem to need retinol, let alone a plastic surgeon.

The fashion shows became the centerpiece of the celebration, featuring brands such as Luisa Cerano, Adidas, Weekend Max Mara and Breuninger itself. A DJ played alongside a live saxophonist, and by the end people were dancing.

Yes, dancing inside a department store.

For a few hours the outside world felt far away. It was a bubble — and honestly, I was grateful for it. Sometimes beauty, music, and shared joy are simply a pause we all need.

So thank you, Breuninger, for a very fashionable birthday.