Music for Retail: The Latest Berlin — Soundsuit

Retail innovation in the heart of Berlin

On November 19th, 2020, the brand "The Latest" opened its first retail location on the famous Kudamm in Berlin. A brainchild of the Munich-based communications agency "the Munich Avantgarde Group", the brand supports fresh companies and start-ups by providing them with stationary presentation spaces in their modern location.

Redefining retail and service

We live in a highly digitised world. It has never been easier for consumers to purchase products through a few clicks on a laptop or mobile phone. "The Latest" wants to change this — once again inspiring curiosity in customers, stimulating their explorative mindset, and providing a totally refreshing shopping experience.

The concept: retail as a service

"The Latest" acts as a retail service provider, renting out presentation and test spaces within their store to brands that wish to feature their innovative products. Presentation spaces are 1m wide and 50cm deep and can be booked for up to 3 months — ensuring a constantly flowing exchange of products that keeps the experience fresh for customers.

Brands benefit from real-time data on visitor numbers, product views, sales, and conversion rates through a Business Intelligence Dashboard, as well as online advertising and experienced on-site sales staff.

Music as a key part of the experience

In a store where the product range changes constantly, the music needs to be a reliable constant — always fresh, always on-brand, always creating the right atmosphere for discovery and exploration.

Soundsuit provides "The Latest" with a dynamic, automatically curated music programme that adapts to the time of day and the energy of the store. The result is a seamless sensory backdrop that encourages customers to slow down, explore, and engage with the products on display.