Assignment 2 - Emily Shurey

1. E M I LY S H U R E Y

2. RETAIL STORES – HACKESCHER MARKT, BERLIN
According to many tourist sites including Berlin.de, Hackescher Markt is
one of the best shopping areas if you are looking to avoid the mainstream.
It is “the” location for “off-culture fashion ranging from extraordinary
shoes to fashion from up-and-coming Berlin designers.
Those who walk the streets will find themselves a special something; a
unique collection piece or local design to serve as a memento of Berlin.
Combined with the high-end fashion lining the streets and it’s location in
former east Berlin, one could conclude that this should impact shop
design and experience in Hackescher Markt.
What could be the insights and hidden opportunities for Hackescher
Markt stores?

3. INVESTIGATION INSIGHTS

4. LET THERE BE LIGHT
• Lighting is the most impressive similarity between the stores. International brands
through to the small independent labels have impressive lighting. Lighting that sets
the mood of the store.

5. OPEN, COME INSIDE
• Currently it’s autumn in Berlin. The days are getting shorter and colder. It was an
even split between stores that had an open door to a closed on. All stores focused
on impactful window displays. One local independent store had colorful bags
hanging out the front to get your attention.

6. HOME OF TECHNO?
• Berlin is famous for techno clubs such as Berghain, Watergate and Bar 25. If you
love this type of music you will love shopping in Berlin. Techno and deep house
seem to be a favorite among shopkeepers and matches the clientele that walk
through the doors.
• Large brand stores had much better sound systems. Your small independent quite
often had a boom box. I believe a good sound system is just as important as a good
window display. Music can influence your mood, how long you stay in the shop
and your purchases.

7. MOST LOVED STORE
• All Saints, an English brand originally designed men's wear, now designs woman's
as well as accessories. Aesthetically, they are known for offering sharp
edge, directional clothing dominated by blacks, browns, whites and grays.
• The store captures the brand, is very clean and clothing is presented well.
Industrial themed with a colour scheme to match the dark and muted fashion.

8. OPPORTUNITY TO IMPROVE
• Germany is not known for customer service. Just google and you’ll find many
tourist complaining. Berlin is void of customer service with local grumpy Berliners
described as having a “Berliner Schnauze“ (Berliner Mouth but mouth closer to
dog‘s snout). They have a direct approach which is often taken as being rude.
• You can see the international influence having an effect, yet friendly customer
service is most certainly an area of improvement.
• Most stores I entered, I felt like I had almost disturbed the worker at home. I was
an nuesense rather than a customer.
• There is even a website setup on how to take advantage of the poor customer
service in Germany: servicegermany.wordpress.com