Leica has opened its first U.S. store in Washington, DC at a time when many brands are taking their products online. The high-end camera company plans to open other retail locations in New York and Miami by the end of the summer, choosing to demonstrate the value of its luxury products in physical rather than digital stores. It hopes to grow the number of outposts from 37 to 200 worldwide, by 2016.

The new retail location offers the full line of current Leica products, which can be experienced first-hand. Knowledgeable staff are available to provide expert information and friendly service. As well as a retail area, the store features a gallery showcasing a rotating exhibit of images and a demo area to give photographers hands-on experience in a professional studio setting with backdrops and a lighting rig. The Leica Akademie provides in-house workshops to professionals and enthusiasts who want to improve their photographic skills. The U.S. stores will all be designed in a high-end style to meet the same aesthetics as the cameras, with furniture and floors in black and gray, and the only color accent being red to match the brand’s logo.

via PSFK