D-Store Berlin is the beginning of the new Dainese retail store format

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Dainese Berlin Grand Opening Party


Berlin, 9 June 2017 – Dainese chooses Berlin, a multicultural city that is a symbol of artistic avant-garde in music, architecture and design, for the launch of its new Retail Store Concept.
The special setup of Dainese Store Berlin was developed according to a format created for Dainese by architect Renato Montagner, who drew his inspiration from Jean Prouvé’s skilfully minimalist style and Tom Sachs’ sophisticated use of raw materials, marking the start of a new experiential era in retail for those passionate about dynamic sports. A window onto all the worlds of Dainese, with a big focus given to the large motorbike collection (Racing, Sport, Touring, Urban) as well as the Multisport collections (Ski, Bike, Equestrian).

Revolutionising the display concept, traditionally focusing on the shop window and the walls, the focus of attention now becomes the “room in a room”, a vibrant environment dedicated to special projects and storytelling relating to new collections. Today, here at Hohenzollerndamm 12 in Berlin, this environment hosts the “Anniversary” collection, a tribute to the Dainese brand’s 45th anniversary and AGV’s 70th anniversary, which together embody 115 years of Italian passion.
During their visit to the store, customers experience a full immersion into the different worlds of the Dainese brand, along with an intuitive exhibition, in which suggested outfits for technical one-piece suits and Dainese’s award-winning protective technologies, such as the D-air® airbag system, the Pro-Armor range and special membranes, all illustrated with functional descriptions. The walls, which are organised according to different merchandise categories, are lined with helmets, gloves, shoes, boots and protective equipment by the two legendary Italian brands.
The spotlight is also on the Custom Works area, which offers customers a tailor-made” experience”, just as the products do. As visitors to the store admire the mural installation with all the various elements that make up a racing suit, they breathe in the impressive workmanship and minute attention to detail, both of which are key ingredients in the creation of highly unique, top-performance pieces. Indeed, the customisation options are endless thanks to a wide range of materials, colours, lettering and patches, which have the capacity to transform every biker’s dream into reality.
“The creation of the new store format constitutes a milestone in Dainese’s history” states Dainese Group’s CEO, Cristiano Silei. “After many months of research and engagement of our clients, we came up with an innovative concept that reflects our values, offering an engaging experience, following a multi-channel approach. The choice of Berlin as the first city where this concept was to be introduced was not coincidental. And it is in this avant-garde context that Dainese’s omni-channel project is soon to be launched, a natural and contemporary combination of online and retail store experiences”.
After the Berlin launch, the format will immediately be implemented with two big store openings in New York and Los Angeles. The planned renewal of all 68 stores across the globe will also begin at the same time.
A virtual tour of the Berlin store will soon be available on dainese.com. A preview is available at the following link: https://goo.gl/r7svUx