The design concept for Freitag’s Berlin store was quickly established when a former dye factory was uncovered after the removal of built in state housing structures dating back to the era of East Germany. The discovery unearthed various elements of the factory, including a thoroughfare with large curbstones. Aligning with the principles set forth by Spillmann Echle’s global concept for all Freitag stores, the Berlin shop’s various functional modules and units were seamlessly integrated into the stripped structure of the landmark building.
Alongside the excavated thoroughfare, various functional zones were established and visually tied together by use of a uniform industrial aesthetics and an overarching color scheme first introduced at the Freitag Flagship Store in Zurich. A large two story high wall consisting of hundreds of stacked packing boxes, each containing a Freitag bag, guiding the customer to the lower floor level.