Monobrand Concept for the Flagship Store Berlin — Friedrichstraße 58, 10117 Berlin, Germany — 80 m² — 2012
The nature of running
Shoes with a barefoot feeling: The so-called Nimbletoes attract young sport enthusiasts around the globe. blocher shops paid tribute to them with the store at Berlin Friedrichstraße. Both playing fields of the Parkour sport, city and nature, are expressed within the store design. The urban living space is represented by rough materials. Concrete, screed, stone, metal and the rough, black ceiling spread a creative flair – as does the graffiti wall at the opposite of the entry. Small screens and boards introduce with graphics and films to the world of Joe Nimble and tell of its connection to nature. This environmental spirit is also expressed through warm, structured material like brushed wood or a greened moss back wall.
The central eye catcher: the indoor course – inspired by nature - which the interior designers planned in close cooperation with Parkour professionals. The folded spruce wood construction develops from the wooden backwall close to the entry and builds an almost room traversing ark. It’s extension forms a counter – not only a checkout area but also meeting point and bar where organic drinks are served. In front, a central piece of furniture for special presentations repeats the expressive shape of the wooden sculpture – accompanied by a test track with different surfaces. The whole store becomes a playground for Parkour runners – and to a welcomed meeting point for regular workshops.