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Browns Fashion to open experimental Berlin pop-up

Farfetch-owned Browns Fashion is set to open an experimental pop-up store in Berlin in November.

The clothing retailer will reside in an abandoned supermarket in the Mitte region of the city for three days from 14 November, using the space to trial new concepts and forge fresh partnerships in fashion, art and music.

Browns Berlin will be the third incarnation of the 'Browns Nomad' concept, which was first brought to life through the company’s pop-up in Los Angeles last September called Browns East. The business views this tactic as an effective way of raising awareness in new territories.

The Berlin initiative is in association with communications agency, Reference Studios, and the two companies describe the concept as a new method of pop-up retail.

A statement from Browns said it constituted “a pioneering take on semi-permanent, roaming retail”.

It added: “Browns Nomad is a 21st century response to the pop-up model. Reinventing the notion of traditional retail with the creation of new experiences that are tailored to the city and neighbourhood within which they live, all with the distinctive Browns essence.”

The temporary shop promises to “bridge both the physical and digital space and see us partner with a host of international talent and brands”.

It’s all change at the fashion boutique at present, with next year marking Browns' 50th anniversary. Its current flagship on South Molton street, London, will be relocating to Brook Street, which is also in Mayfair.

Since Browns was acquired by Farfetch in 2014, its stores have been used as a test bed for many of the online retailer and technology company’s new digital initiatives, providing a luxury environment for trialling ‘Store of the Future’ concepts.

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