Retail Futures: Browns Fashion heads to Berlin
2019 may have been a sobering year for retail, but its this turbulent climate that sees the winning brands and retailers doubling down on their efforts, innovating the in-store experience, and pushing the boundaries of the physical store itself.
It’s something we track closely at WGSN, and Browns Fashion cements itself as a leader in this space, with the announcement of its third iteration of the Browns Nomad retail concept – Browns Berlin.
The three-day, experiential-led outpost is held together with Reference Studios, and – in a true sense of hi-low aesthetics – takes place in an abandoned supermarket in Berlin’s Mitte district.
As multi-channel shopping becomes crucial, with shoppers expecting the convenience of mCommerce, but the experience of high-level concept stores, finding a strategy that works for URL and IRL shopping is key.
“Browns Nomad brings the physical and digital worlds together, creating a connection and interaction to both the space and our curated product offering,” says Browns CEO Holli Rogers. “We stay true to the environment in which Nomad exists by fusing local and international partners and brands together to create a multi-sensory experience. Germany represents a key growth market for Browns, and Berlin has a burgeoning creative community that resonates with our luxury offering.”
The space will host a series of experiences and exclusive partnerships across the verticals of fashion, art and music, along with being able to shop with guaranteed next day delivery via the Browns Fashion app, providing that all-important bridge between the physical and digital.
This latest iteration builds on the success of Browns East, the London outpost, which has hosted installations, activations, and partnerships with titles such as Highsnobiety and Dazed Media, however the Browns Berlin experiences will instead be tailored to complement Berlin’s culture and community.
From Palm Readings that play into the greater mysticism trends we’ve been watching build, to panel talks in collaboration with Vogue Germany – Browns Berlin approaches retail with community building in mind.