In Brief

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.

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:

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