New Era - Flagship Store Berlin opened today
Today we went to paradise. This day marked the opening of the biggest New Era flagship store in the world - located in Berlin Mitte.
Hackescher Markt is an address which every fan of fitted caps will head for in the future when he visits Berlin. Located a stone throw away from the Hackescher Markt S-Bahn station you just have to descend the stairs coming down from the rails to street level, leave the station in direction of the plaza and look to the right where heaven is waiting.
Choosing Berlin as a location for a New Era flagship store was a logical step for the company in order to expand it’s business abroad. In the 1800’s New Era Cap company founder Ehrhardt Koch and his family had imigrated from Germany to the U.S.A and few years later the story of the most worn fitted cap of the world began. Today the circle of the history of the Koch family somehow closed (at least temporarily) with the opening of their first german flagship store in Berlin.
After New York City, Atlanta, Buffalo (NY), Toronto, London, the Birmingham store which was recently opened, this is the 7th New Era store in the world. The location which spans across two levels follows the concept of the other stores. Dark colours on the walls let you concentrate on the only thing of importance in the Berlin store - the caps.
Gallery
1.000 of them are attached to the walls side by side and you need loads of time to find the perfect design as the choice is so overwhelming. During the opening we saw people in the store from every corner of the world, discussing what cap to get in various languages like russian, italian, german (of course), french and other languages we couldn’t place on the global map exactly.
The New Era Fitted Cap, the 59FIFTY, is the cap to go for on the 250 square meters of the spacious store. Besides of the one thousand 59FIFTY you can find caps from the exclusive EK line as well as those licenced by Marvel and DC Comics.
Long awaited and finally for sale and of course available in the New Era store Berlin is the new apparel line of the company. Produced exclusively for the Berlin store and therefore the must have item for visitors and/or collectors are the 59FIFTY caps with the Berlin related designs.
Thanks’ to New Era we finally know now where to spend our afternoons - in the New Era Berlin Flagship Store! Sadly enough the djs who entertained the audience today won’t be there, but because of the amazing range you’ll get perfectly entertained.
The store is located at An der Spandauer Brucke 7, 10178 Berlin/Germany - Hours: Mon-Sat: 10am – 7pm, Thurs: 10am - 7.30pm, Sun: 12pm – 6pm
