URBAN, ABSTRACT, UNMISTAKABLE
New Era can look back on something close to a century of history and stylistic awareness. We were given the exciting task of setting up a pop-up zone in Munich’s Oberpollinger department store, on a 50 square metre location alongside the regular sales floors, to popularise the brand in an ambitious way. The products of the world’s leading cap maker have been characterised since time immemorial by simplicity and a distinctly recognisable identity. We aimed to design this temporary exhibition – which focused on the classic and iconic 59Fifty Fitted Cap, the official cap of American Major League Baseball (MLB) – in analogous style.
We opted for an urbane and abstract design, with a restrained choice of deliberately placed CI colours, which gives the individual elements sufficient space to make an impression. Expanded metal cages, fair-faced concrete and layerings give the exhibition the character of an artistic installation. The play of reflective materials, hidden graphics and varying perspectives invites the visitor to discover new aspects. Forms that typify New Era – like the circle of the legendary ‘visor sticker’ as a branded glass surface, or its trademark reflective gold tones – serve to reinforce the authentic imprint of the brand.