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New Era relocates Berlin flagship

Baseball cap brand New Era has opened a new Berlin flagship store, relocating after a decade in its former store in the city.

The new branch is at the intersection of Munzstrasse and Rochstrasse, in the heart of Berlin’s retail district. It opened last week, with design by Checkland Kindleysides. The agency has created a series of flagship stores for New Era.

New Era has been established for more than 90 years and provides the official on-field cap for Major League Baseball.

The new store has been developed to cultivate a sense of community, with regular exclusive product drops, events, and customisation services.

Interiors seek to combine minimalism with impact, in a space that is optimised for activation activities. Digital touchpoints are integrated into the fabric of the building.

A customisation area is considered to be a key destination in the store, allowing customers to work with the brand to co-create their ideal cap.

To mark the opening of the new store New Era is re-releasing four ‘Berlin’ 59FIFTY caps that were created to celebrate the launch of the original Berlin store.

The store opening also coincides with the launch of New Era’s Packable series. A mobile installation Is being placed in various locations around Berlin Mitte from this week to highlight the range.

Customers who post images of the installation on Instagram with the #PackThatCap will be eligible to win an exclusive free gift when they visit the store.

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