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. Keep reading to learn all about the ways in which “The Latest” is pioneering the retail-as-a-service concept, their diverse range of unfamiliar products and miraculous location, as well as the importance of the right music selection for retail that we from Soundsuit are proud to provide.

Redefining Retail and Service

The decline of physical retail locations

It is no secret that we live in a highly digitized world. It has never been easier than now for consumers to purchase desired products through a few simple clicks on the laptop or mobile phone. For instance, we now have subscription services for all sorts of products, delivery services for groceries, and online customer-support functionalities that are constantly improving. Therefore it makes sense that our society as a whole is beginning to value traditional, physical retail store locations less and less. “The Latest” wants to change this with their unique store location and selected products in Berlin, once again inspiring curiosity in customers, stimulating their explorative mindset, and providing a totally refreshing shopping experience.

The Concept

So what is it that “The Latest” is pioneering with their retail method? In a nutshell, they act as a retail service provider. This means that they rent out presentation- and test spaces within their store to brands that wish to feature their innovative products. Revenue streams originate from the rent that brands pay for the spaces, and completely fund the whole concept. In general, the presentation spaces are 1m wide and 50cm deep and can be booked for up to 3 months. The ensures a constantly flowing exchange of products, which keeps a fresh experience for customers and incentivizes them to return. Customers are able to purchase products directly in-store or can do through the webshop.

However, brands do not just pay for a presentation space among a multitude of other novel products. By renting out a space brands can avoid long trial periods for their products, and have access to data gathered by “The Latest” regarding visitor numbers, product views, as well as sales, and conversion rates which can all be viewed in real-time through a Business Intelligence Dashboard. In addition to these analytical features, brands also benefit from online advertising through their website and social media pages, and also from the experienced, well-informed sales staff on-site that will provide excellent service and advice to interested customers.

Focusing on the Point of Sale

Furthermore, “The Latest” values its point of sale as a key platform of interaction. Counteracting the previously mentioned decline of physical retail locations, the store located on the esteemed Kudamm in Berlin will always attract interested customers off the street. Within the store, the large variety of truly original products creates an experimental, pioneering atmosphere that provides interested pedestrians and customers with the idea that they are witnessing the future right in front of their eyes. They are also able to interact with the on-site service staff, which will answer questions and provide frequent demonstrations of the visionary products.

Overall, this direction of retail is still quite unexplored with only a few other similar concepts throughout Germany. Examples include the digital experience store “_blaenk” in Düsseldorf, “VAUND” in Hannover, as well as “Freiraum“, also located in Berlin.

A wide range of revolutionary products

Regardless of age, gender, or heritage, when you enter “The Latest” in Berlin you should expect the unexpected. Their wide range of revolutionary products spans countless categories. From Fashion & Lifestyle items to Outdoor & Travel goods, Food and Beverage products, Beauty articles, and even Gaming-Gadgets, “The Latest” has it all. Let us focus on some current products from their mobility, fitness, and fashion selections.

Mobility

When it comes to mobility innovation, electrically powered vehicles are the latest hype. This is due to their sustainability, efficiency, and incredible versatility. “The Latest” offers a wide range of E-bikes and motorcycles in their shop, from inventive brands such as Serial 1, Brekr, Black Tea Motorbikes, Steereon, and Cruzaa.

The electric motorcycle featured in the image above is the “Ösa+” from CAKE, a powerful utility vehicle with vast customization options that allow for over 1,000 different configurations. Furthermore, it features a highly powerful battery with multiple outlets, providing the rider with complete independence and freedom.

Sports and Fitness

Regarding both fitness and sports products, “The Latest” offers a multitude of versatile products that seamlessly integrate state-of-the-art technologies with both existing and new concepts that allow for regeneration, training, and weight-loss capabilities.

The “Flexbeam”, seen above, is a portable red light therapy device that uses LEDs to treat pain and allow the body to recover and regenerate faster from strain. The other observable product is the “ICAROS Home” device. “The Latest” features multiple “ICAROS” devices in their store. All of them aim at combining virtual reality concepts with workout strategies. This allows for highly modernized training experiences with virtual coaches and the exploration of immersive virtual worlds that are made interactive through gamification integration.

Another interesting product is the “Smart Reflect” from Echelon, a smart mirror with a touchscreen that allows the user to participate in Yoga, Pilates, Zumba, Strength, Cardio, and even Boxing training sessions directly from home. A very futuristic concept for a home gym!

Furthermore, the “Pepper Suit” from Pepper, a fitness suit that utilizes electric muscle stimulation (EMS) in conjunction with a standalone App is offered in the store. This revolutionary product promises full-body workouts that can be completed in just 20 minutes.

Fashion and Accessories

Finally let us look at two of the ingenious products offered in the fashion category.

“SAYE” footwear is a brand that has been sparking a large amount of interest over the last year. The brand focuses on producing vegan, sustainable shoes. Made from organic, vegan Napa, they feature a fully recycled insole, and organic cotton shoelaces, and even come in biodegradable packaging. These innovative materials provide comfortable cushioning, and to top it off: they look fantastic as well!

One additional highly inventive featured brand is “Quanta Vici”, which produces smart heated gloves and socks to keep the wearer comfortable in any situation. The Canadian-based company focuses on smart apparel with intelligent functionality. Both the gloves and the socks have the ability to maintain the exact temperature chosen by the user. Furthermore, they are made from premium materials, feature a non-slip texture, and are easily washable. They are chargeable through USB-C, have App-integration, and have a long-lasting battery (6+ hours).

One miraculous location

Running through western Berlin’s city center, the Kurfürstendamm is the city’s most famous shopping boulevard. Having once gotten its’ name from the various prince-electors that used it as a bridle path to the Grunwald forest, the esteemed street has long become a world-renowned shopping destination, a must-see for tourists that are visiting the city, and also for architecture lovers.

“The Latest” store is located on the corner of Kurfürstendamm and Knesebeckstraße, which features large windows and plane-glass doors that emit an inviting and futuristic atmosphere. Furthermore, the store has a total of 260 square meters where customers and interested passerbys can explore their curiosity and experience all the tangible goods offered. Open Mondays through Saturdays from 10 A.M. to 7 P.M. “The Latest” could simply not have chosen a better location for its first store: bringing the retail revolution to the very heart of shopping experiences in Europe.

The perfectly curated music selection for retail

We from Soundsuit have made it our mission to provide effortless music streaming capabilities to businesses all across the world, to satisfy customers and enhance the customer experience by providing playlists that match individual business environments. We are proud to be partnered with “The Latest” in Berlin!

Here is just a small taste of the personally-tailored music selection for “The Latest” retail store.

Neo Soul / Funk

Founded by Josh Lloyd-Watson and Tom McFarland in 2013, the British band Jungle has consistently been delivering funky, soul-filled releases to their constantly growing fanbase. Having remained largely incognito for the first few years of their existence, they have since played festivals like Glastonbury and Dour Festival in Belgium. Taken from their 2018 album “For Ever”, the track “Beat 54 (All Good Now)” perfectly embodies their sound, mercurial funk sounds with an escapist theme fueled by a cinematic blend of synths and strings that seamlessly provide the base for Jungle’s elated group vocals.

Releasing their debut single in March 2021, the fusion of Bruno Mars and Anderson Paak into “Silk Sonic” has long proven to be a phenomenal success. Taking inspiration from the golden era of disco, and combining elements of r&b, soul, funk, and pop, the music created by the power-duo radiates confidence and charisma. Taken from their debut studio album “An Evening with Silk Sonic”, the track “Skate” features numerous callbacks to Mars’s past song “Treasure”, and allows both artists to shine on a bed of groove-filled production that is perfect for the summer season.

Throughout Curtis Harding’s style, his influences from blues, gospel, r&b, and rock are apparent. Having come in contact early on through his mother, who was a gospel singer, the artist started his career touring as a background singer with CeeLo Green for various bands including The Roots, Outkast and also Cypress Hill. “Dream Girl” is taken from his studio album “Face Your Fear”, in which he harks back to silky smooth vintage sounds. The mild psychedelic ambiance and guitar riffs along with poignant instrumentation make for a remarkable track.

Electronic Pop / Dance

In addition to the large variety of funk and neo-soul sounds offered via Soundsuit, the contemporary music selection in the genres of dance and electronic pop will be sure to brighten the mood within “The Latest” store. Here are two sample tracks from our handpicked playlist that will effortlessly complement the many revolutionary gadgets and products that “The Latest” has to offer.

Diving into some deep house with just the right amount of funkiness to it, “Heavy” from “Flight Facilities” features airy synths, underlined by a lounge-style bass. The song echoes the sounds of their earlier releases and features smooth, yet twangy lyrics from LA-based singer Smith. Danceable but delicate, the song is perfect for the modern, explorative shopping experience that is “The Latest”.

For lovers of the electronic genre, the name Kaytranada will immediately ring a bell. The Haitian producer has managed to carve out his very own style in the space, combining styles of Hip-Hop, House, and modern R&B in a way that is second to none. The title track to his new EP; “Intimidated” featuring “H.E.R.” delivers his signature sound of hard-hitting drum samples and spacey synth sounds, along with a beautiful piano vamp throughout. Hand clap samples and smooth vocals from H.E.R. round off this melodic love song.

How does music selection impact customer experience?

In a nutshell, it has been proven that the right music selection in a business is directly linked to revenue and factors such as customer perception, purchase decision-making, and engagement. Music for retail plays a crucial role in creating the ideal atmosphere for your customers, making sure they feel comfortable in your retail environment. The nature of the music that is played at your retail location must be carefully selected in accordance with the time of day, age group, and also the nature of your establishment. These are just a few factors, however, if you are looking for a more detailed analysis of the ways that in-store music affects revenue in business, be sure to check out our article How In-Store Music Boosts Sales.

Through Soundsuit, “The Latest” in Berlin is receiving custom-tailored music services that perfectly suit their individual requirements in regards to their target audience, enhancing customer experience and further improving interaction with their diverse range of products.

Soundsuit helps you plan music in advance through its’ easy-to-use schedule function, determines the right music for your business in minutes, and allows for simple connections to any sound system. If you are looking for an effortless music-streaming service that is licensed for commerical settings, feel free to check out How Soundsuit Works.