Browns have announced the events programme for the third incarnation of Browns Nomad , a pop-up store curated to grow the luxury retailer's global community through an experiential approach to retail. Previously held in East London and Los Angeles, it was announced last month that the London-based store's pop-up would next travel to Berlin, and the diverse events programme shows it's a multi-sensory, bespoke experience with music, fashion and more.
Launched in partnership with Berlin-based communications agency Reference Studios, the Berlin Browns pop-up is taking place in an abandoned supermarket in Berlin's Mitte district. Browns take to Berlin in style with an exciting, multi-disciplinary array of experiences on offer, looking at the German capital through its distinct lens with a curated edit of Browns products designed exclusively for Browns Nomad available in-store and online to shop.
It all kicked off yesterday (Thursday 14 November) with music from urban jazz musician IAMDDB, Texan DJ Juliana Huxtable, and Berlin-based DJ collective No Shade. Today and tomorrow's events provide panel discussions led by Vogue Germany and Highsnobiety, with expert speakers from across the industry including Highsnobiety founder David Fischer. Today, Dutch designer Duran Lantink will be holding a clothing workshop and one-to-one consultations, following on from his exclusive Brown's capsule in October. Come evening, expect to see a surreal creation by industrial art duo Orta Miklos form the backdrop to a dance performance by Vinson Fraley Jr. To top it all off, throughout the pop-up, Louis Loveless will be on hand for tattoos and Morgan Hasenfuß aka Truth And/Or Consequences for palm readings.
SHOWstudio spoke with Tyler Psarras, Browns' brand engagement director to find out why Berlin and Browns make the perfect fit.
Hetty Mahlich: How does Berlin's creative spirit fit into the Browns world?
Tyler Psarras: Browns has always been known for bringing together the new and unknown and giving that energy a space to exist within a more established landscape. Cultural positioning is key, which is why music and other creative industries outside fashion are interwoven within our narratives. With Browns Nomad, it’s about combining the local environment into our luxury retail landscape. The creative talent pool in Berlin is incredibly diverse and the calibre of work is off the charts. It has such an amazing underground culture that continues to flourish, so we really wanted to tap into that in a big way.
HM: Why was it important to explore 'conscious retail' for Browns Berlin?
TP: As a luxury fashion boutique we have a responsibility of doing our part for sustainability – and that runs across all elements of the organisation, including our Nomad concept. What’s great is that finally as an industry, everyone is combining their efforts and addressing sustainability on so many different levels. It’s almost impossible to be 100% sustainable – but as we say at Browns, we do everything we can to be better. Our Conscious values which look at people welfare, environmental welfare and animal welfare as well as reimagined retail concepts that explore rental and the circular economy are the first in a series of important small steps we’re taking, but they’re a path to bigger things.
HM: What's next for Browns Nomad?
TP: What is so exciting about the Nomad concept is that you never know when it’s going to pop up and in what city. We are celebrating our 50th anniversary next year and opening our new flagship store on Brook St in Mayfair so that will be a major focus for Browns however we are planning on more Nomads so watch this space!
Browns Berlin runs 14-16 November at Supermarkt, Holzmarktstraße 66 Berlin-Mitte.
Tickets are available at www.brownsfashion.com