The store has been designed by Tokyo-based interior design firm, Wonderwall. As well as featuring high-tech installations, including monitors, LED tickers, and revolving mannequins, it will also showcase furnishings by German designers associated with the Bauhaus including Mies Van Der Rohe, Walter Gropius, and Marcel Breuer throughout the store.
Berndt Hauptkorn, Fast Retailing Group officer and Uniqlo Europe chief executive, said: "Berlin is one of the world's leading capitals. Uniqlo has successfully established itself in London, Paris and Moscow, and the time has come to continue this success in Germany. We are excited about Berlin and the customers across our German-speaking markets."
Uniqlo's Berlin Store store to be the largest in Europe
To celebrate the Japanese brand’s entry into Germany, the retailer has named the cast of its Berlin People Campaign, which have been chosen to represent different parts of the German capital’s society, including musicians, actors, blogger personalities, models and entrepreneurs. They include actress and blogger Daaruum, actor Daniel Brühl and model Eva Paderg. Each has been photographed by Thomas Lohr to showcase how Uniqlo LifeWear fits “seamlessly into the life of Berliners”.
Additionally, the retailer has been hosting a pop-up roadshow across the city, as part of its marketing drive to connect with the local communities and introduce the brand. The roadshow has been on a 10-week journey offering items from Uniqlo’s popular Ultra Light Down collection and its Heattech range. The pop-up road show ends on March 22.
First established in Japan in 1984, Uniqlo currently has more than 1,300 stores in 14 countries worldwide. In Europe, the retailer operates 18 locations across three countries, after launch in the UK in 2011, France in 2007, and Russia in 2010, the Berlin store marks number 19.
Image: Uniqlo Berlin