← Walk with us Exploring: Berlin
Within this report, we embark on an expedition through the streets of Berlin, immersing ourselves in its constantly evolving retail scene. From iconic flagship stores to cutting-edge retail concepts, we unveil the distinctive narratives behind each storefront.
The store layout approach is intelligent and maps a clear shopper journey. Each floor features a central marketplace that serves as an anchor, where customers can find a wide range of basic products. Surrounding the central marketplace are boutique-like areas run by specific partners like JBL, offering specialised products and experiences in shop in shop areas. These areas allow for on-the-spot expertise to be available, providing in-depth consultations for customers.
Retail has become a game of seduction
The space is divided into 4 quadrants, targeted at different shoppers- classic, experimental, young and generic, each delivering a different experience, allowing the store to focus its product and brand offering. We are seeing more landmark stores, such as Galeries Lafayette in Paris and Selfridges London, redefining department store purposes and traditions. The sheer scale of the spaces they inhabit allow them to do what others can’t, becoming event spaces and galleries.
“Some day all department stores will become museums and all museums will become department stores.”