Browns to open Berlin pop-up in Nomad series next month
today Oct 4, 2019
Luxury London store Browns is moving into the German market next month, temporarily at least, and plans to open a Berlin pop-up. Working with Reference Studios, Browns Berlin will be a three-day experiential-led retail concept running from November 14-16 at an abandoned supermarket in Mitte.
It’s the third incarnation of Browns Nomad and will feature “a series of experiences and exclusive partnerships across fashion, art and music," along with being able to shop with guaranteed next day delivery via the new Browns Fashion app.
Browns CEO Holli Rogers said the pop-up stays true to “the environment in which Nomad exists by fusing local and international partners and brands together to create a multi-sensory experience.” She added that Berlin was chosen as “Germany represents a key growth market for Browns and Berlin has a burgeoning creative community that resonates with our luxury offering.”
The Browns Nomad concept has been brought to life so far in East London and LA with the company saying the overall concept aims to offer “a pioneering take on a semi-permanent, roaming retail — a 21st century response to the pop-up model, which looks to reinvent the notion of traditional retail by creating unique experiences that are tailored to the city and neighbourhood within which they live.”
Tyler Psarras, Brand Engagement Director of the retailer, said: “A core brand pillar at Browns is creating a cultural experience for the community it thrives in. When we decided on Berlin as the next location for Nomad, Reference Studios was the only partner that came to mind to execute this programme with us — we have an incredible synergy and a creative connection which felt very organic from the beginning. Brand engagement is about creating awareness through compelling multichannel content, dynamic live media and sparking creative conversations with our community network on a global scale. We are so excited to build some amazing stories in Berlin.’
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