Located at the intersection of Munzstrasse and Rochstrasse, New Era is marking its continued success in Germany with a brand space right in the heart of Berlin’s thriving shopping district.
Opening on Thursday 12th July, the new store delivers a premium level of brand experience that cultivates a sense of community through exclusive product drops, events and customisation opportunities.
Minimalism meets impact in this new design that is fully optimised for activations with digital touch points embedded into the raw architecture of the store. As a key destination, the customisation area provides opportunity for customers to co-create with the brand, expressing their personal style and individuality.
To celebrate the move, New Era will re-release the four iconic, limited edition, ‘Berlin’ 59FIFTY fitted caps that marked the opening of the original Berlin store a decade ago.
The retail move also coincides with New Era’s next big product launch, the Packable series. To celebrate both of these occasions, New Era are placing a mobile installation in various spots around Berlin Mitte from Monday 16th July. Customers who post an image of this on Instagram, including the hashtag #PackThatCap, will be eligible to win an exclusive free gift when visiting the store. New Era’s new Berlin store will be located at Munzstrasse 10, Berlin Mitte, open from Thursday 12th July.
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