This festival-style event attended by some 100 journalists and influencers transformed a century-old cold storage warehouse in east Berlin into, among other things an immersive shopping experience across three floors. The centerpiece ‘Infinite Rail’ structure showcased different jeans designs while serving as a music stage, surrounded by brand stands, customisation workshops, boutiques, trend forums, and a 14-meter-long interactive screen featuring a range of differnt looks.
All these elements were unified with a bespoke graphic system that served as destination zoning and wayfinding throughout
the space.
