VisitBerlin to create pop-up German city in London

Pop into Berlin will open up in Shoreditch
Pop into Berlin will open up in Shoreditch

German tourism agency VisitBerlin is activating in London next week (5-11 October) with a pop-up showcasing the city's brands and cultural highlights.

Pop into Berlin will launch in Shoreditch on Bethnal Green Road. A number of events will take place in store, including sessions on 'How to work in Berlin' and DJ sets from the likes of Sean Bradford.

A 'Berlin Night' – a cultural programme for invited guests - is also on the cards, while participating labels and start-ups will offer their own promotions and event formats such as 'the smallest disco in the world'.

VisitBerlin hopes the concept will give Londoners the chance to experience the creative potential of Berliners working in design, fashion, furniture, food, lifestyle and technology. Visitors will also be invited to learn about Berlin as a tourist destination.

Brands such as cosmetics company Und Gretel, Mitte's sustainably brewed craft beer Brlo, and Minimum – Design aus Berlin will all showcase their wares at the store.

The London experience follows the first Pop into Berlin event in Stockholm, which took place on 21-27 September. The concept will travel to Vienna on 2-7 November, Amsterdam on 16-22 November and finally Paris on 7-12 December.

Burkhard Kieker, VisitBerlin's chief executive, said: "For the first time, we're taking Berlin brands out on a European tour of our core markets. The pop-up stores will deliver an authentic Berlin feel by showcasing the latest trendy products: a Berlin original that can be experienced locally and taken home.

"But it won't just be labels and Berlin's creative side on tour this autumn. Ambassadors from the world of Berlin politics and business will be participating in joint Berlin events designed to promote Berlin and encourage people to visit our city."

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