A hyped retail experience in the streetwear capital of Europe

A brand experience designed for fans

New Era are the makers of the iconic caps worn by sports, street and fashion fans all around the world. Founded in the 1920s, the brand designed the original fitted 59FIFTY style cap and has been the official cap of Major League Baseball since the Nineties. With the growing relevance of American sports in Europe, this US apparel brand commissioned us to help them establish their first brand experiences in Europe - with flagship stores in both London and Berlin.

Understanding the difference between the American and European retail design landscapes was key to this retail concept being a commercial success. With our team working on retail design projects all around the world, we knew that while American sports tribalism was deeply ingrained across the pond, in Europe style was as important as sport. With this in mind, we put their customisation service as the heart of their customer experience in-store. To stay authentic and true to the brand, the culture of baseball was omni-present in each New Era retail store design. Playing into the American culture of sport as entertainment, the Berlin Flagship featured an experiential brand activation space with digital projections and a DJ booth to satisfy streetwear aficionados desire for the latest styles and sportswear drops.

Omni-channel, print on-demand: in-store customers can use the New Era digital experience to co-create their own bespoke cap design to arrive directly at their home.
Cap-ital Flagship store: Located in the heart of Berlin’s thriving shopping district, New Era marked its European expansion with its most creative brand experience to date.
Worth the hype: Caps are presented in elevated trophy-like cabinets, delivering a premium brand experience in their new retail interior.
Co-creation brand experience: As the key in-store destination, the customisation area provides a creative customer experience to co-create and express your unique style.
City exclusive product drops: The Berlin Flagship store design launched with a limited edition collection and gift with purchase, social media marketing activation.
A baseball retail interior: our global retail design team created a series of interior design elements inspired by bleachers, sports halls and batting cages to reflect their brand positioning.

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