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Creating hype in Europe

New Era
New EraRetailExperientialBrand CommunicationsFashion & ApparelStreetwearUKLondonBerlinGermany

Amplifying baseball culture

New Era are the makers of the iconic caps worn by sports, street and fashion fans across the world. Founded in the 1920s, the brand designed the classic fitted 59FIFTY style cap and has been the official cap of Major League Baseball since the Nineties. We were briefed to bring to life three flagship New Era stores in London and Berlin. Whilst each location presented a unique design challenge, the culture of baseball and the brand story were omni-present in each location. Each was agile, digitally integrated but flexible enough to host in-store events to satisfy streetwear and hype-drop aficionados.

Customers used a digital app to select their own cap shapes, materials and colours, creating their own bespoke cap in-store to arrive directly at their home.
Everyone - from die-hard fans to newbies - could be a part of the New Era story and make their own choices about how to experience it.

The back wall is home to its own art wall; a visual installation of baseballs forming the logo.

New Era By You – the bespoke customization bar offering fans the chance to create their own unique item, taking personalization up a level. Through a digital application, consumers can choose their own materials on an embedded ipad, to design their own bespoke product that is then home delivered.
Educational touchpoints are tantamount to the consumer such as the cash desk that features silhouettes of the infamous New Era caps explaining the functionality of the product.
Signatures of the bleachers, sports halls and batting cages are built into our design.

The inspiration wall is as iconic as the brand itself; a brand storytelling moment and chance to present key pieces.

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