Berlin Flagship Stores Mix Community, Service & Experience


New concepts stores from Miele and Nivea push the brand boundaries.

Piers Fawkes, PSFK
  • 12 may 2014

Last week the PSFK team was in Berlin providing a series of talks around our Future Of reports. A stone’s throw from the Adlon Hotel, where we were staying by the Brandenberg Gate, were two concept stores that were pushing the brand experience.

Electronic and appliance brand Miele‘s refined exhibition subtly highlighted its product range, while beauty brand Nivea piled their wares high and used color as an customer engagement tool.

In Miele we witnessed a number of retail experience trends at play:

1. There were concierge assistants sitting behind a desk but ready to assist you — or just print off the spec sheets of items you like.

2. There was a digital display that allowed you to swipe through variations of kitchen stove, oven, fan and decor, and then offered a 3D tour of the final custom design.

3. There was a kitchen area which they were using to prepare for real events.

4. There was a cafe and courtyard for socializing.

Next door in Nivea, the beauty brand had taken a more energetic approach.

1. Products wrapped the walls and faced a large blue ball in the center of the room.

2. Inside the ball an interactive experience demonstrated different skin needs depending on the time of year.

3. At the back of the room there was a massage area where visitors could book appointments.

Click through the gallery below to see all the images we shot in the stores:

Maybe it was because the strip was a high-tourist location or just the time of day we visited (6pm on a Wednesday), but Nivea was far more buzzy, with wide open doors, big bright lights. Miele had created a beautiful experience but had their doors closed, employees that looked a bit like hotel receptionists and a cafe tucked a little bit too far at the back. Nivea also offers easy-on-the-wallet products, and Miele was obviously looking to court another audience. Even though, strong learnings can be taken from both experiences.

Miele // Nivea

Click here to purchase PSFK’s Future of Retail Report


Fitness Advocate: Paving The Future of Workouts With Audio

Fitness & Sport
Retail Today

Exchange Your Old Razors For New Ones At This Bartershop

The subscription-based shaving company lets customers trade their unwanted razors for Harry's brand steel at a temporary New York pop-up

Food Today

A Brewer Has Created The Most Expensive Chips To Snack On

St. Eriks Brewery created crisps made from rare mushrooms to go with its artisan beer, donating all proceeds to charity


Get PSFK's Related Report: Sports Debrief

See All
Travel Today

Melbourne Hotel Lets Guests Stay In Their Own Chrome Airstream Trailers

Notel is a luxury rooftop with six guest rooms made from vintage 1970s mobile homes

Sustainability Today

Swedish Citizens Get A Tax Break For Repairing Old Goods

A sustainability initiative encourages people to fix, rather than replace, broken objects

Fitness & Sport Today

How Precision Data Can Make Anyone A Better Performer

The Sports Debrief from PSFK Labs looks at how analytic tools are being developed to optimize human performance across all industries

Home Today

You Can Now Buy Furniture From A Daytime TV Show

Home furnishing online retailer Wayfair is partnering with Lifetime to create a shoppable life improvement television program


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed Today

Marketing Experts: Millennials And The Power Of Cool

'Good Is The New Cool' Authors Afdhel Aziz and Bobby Jones share their 7 principles for branding with a social impact

PSFK Labs Today

The Keys For Exceptional Performance On And Off The Field

PSFK Labs' new report highlights five important insights for businesses to perform better than the competition

Social Media Today

Instagram Tool Prevents People From Harming Themselves

A new anonymous reporting option on the social media platform hopes to provide better emotional support for users

Retail Today

Apple’s New London Store Is Filled With Living Trees And Sunlight

The brand's UK flagship location has been reimagined with a focus on customer experience and community

Syndicated Today

Artificial Intelligence Could Serve As A Judge In The Court Of The Future

A new software program can weigh up legal evidence and more questions of right and wrong to predict the outcome of trials

Brand Development Yesterday

Swipe Left On A Dating World Built To Keep You Single And Disconnected

Hinge's VP of Marketing Karen Fein tells us about the service's daring ditch of the swiping culture that's designed to attract advertising revenue, not meaningful connections

Food Yesterday

Brooklyn Cafe Lets Customers Pay By The Hour, Not By The Cup

Glasshour is an establishment that provides free coffee and pastries and charges for the time guests spend there

Technology Yesterday

Electric Spoon Changes The Way Food Tastes

The Taste Buddy is being developed to manipulate your taste buds and make everything more delicious

No search results found.