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A hyped retail experience in the streetwear capital of Europe

New Era
New EraBrand ExperiencesFashion & ApparelEuropeBerlinGermany

Objective: Amplify New Era’s launch into Europe with a retail experience that fuses sports fandom with hype culture.

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 expand their retail presence in Europe - with new creative retail interior designs in both London and Berlin.

Understanding the difference between the American and European retail experience landscapes was key to our new store concept being a commercial success. With our team working on retail interior 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 retail experience. To stay authentic and true to the brand, the baseball culture was omni-present in each of New Era's retail interior designs. Playing into the American culture of sport as entertainment, the Berlin Flagship featured an experiential retail activation space with digital projections and a DJ booth to satisfy streetwear aficionados desire for the latest styles and hype drops.

Omnichannel, 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.

Bauhaus meets baseball: we created a retail identity inspired by Berlin’s role in the Bauhaus modernist movement. A raw, real and effortless retail design concept with a streetwear swag.

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 retail interior design elements inspired by batting cages to reflect their brand positioning.

Impactful interior design: At the rear of each retail interior designs we created the ‘inspiration wall’, a creative brand storytelling moment presenting key designs throughout the brand’s history.

Talk to us expanding into new retail markets

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