Creating hype in Europe
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.