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