The cool kids of Berlin were out in force for this weekend’s opening of a pop-up store run by iconic London fashion establishment, Browns. The temporary store, the third in Browns’ Nomad series of wandering outlets, was open for three days in a disused supermarket in the central city.
“Germany is one of our top five markets for luxury shopping,” said Ida Petersson, director of men’s and women’s wear buying at Browns.
Besides artfully arranged clothing and shoes, the pop-up — which ran from Nov. 14 to 16 — featured a series of attractions, including an opening party with musical performances, panel discussions, artistic displays, sessions with personal shoppers, a tattoo artist and a palm reader.
It’s all about engaging the customer beyond just selling them clothing, Petersson said, explaining the various activities. This premise has proven successful in Browns’ East London premises, she said, where, although the store is permanent, it changes every four weeks.
“We’re all about invoking a feeling,” Browns’ brand engagement director, Tyler Psarras, continued. “Whenever we do a Nomad, it’s there to tell the story of the brand. We want customers to understand Browns as more than just a fashion boutique. Hopefully they’ll come in and say, ‘This feels different.’
“Germany is one of our top five markets for luxury shopping,” said Ida Petersson, director of men’s and women’s wear buying at Browns.
Besides artfully arranged clothing and shoes, the pop-up — which ran from Nov. 14 to 16 — featured a series of attractions, including an opening party with musical performances, panel discussions, artistic displays, sessions with personal shoppers, a tattoo artist and a palm reader.
It’s all about engaging the customer beyond just selling them clothing, Petersson said, explaining the various activities. This premise has proven successful in Browns’ East London premises, she said, where, although the store is permanent, it changes every four weeks.
“We’re all about invoking a feeling,” Browns’ brand engagement director, Tyler Psarras, continued. “Whenever we do a Nomad, it’s there to tell the story of the brand. We want customers to understand Browns as more than just a fashion boutique. Hopefully they’ll come in and say, ‘This feels different.’