We’ve been appreciating the work and creative vision of Berlin-based duo Jacob Klein and Nathan Cowen, better known as Haw-Lin Services, for many years and last month they returned —after last Summer’s exhibition ‘Shows You‘ at the HVW8 Gallery— with another inspirational project. Created in collaboration with a second duo we hold in high regard; Geckeler Michels and Schroeder Rauch, the Haw-Lin guys were responsible for the complete redesign of Berlin’s reopened No74 store, which became adidas’ first select store worldwide when it opened its doors in 2008, followed by Parisian No48 in 2013. The new vision for the Berlin store brings a fresh elan, combining clean displays in sharp lines in a toned down color palette, complemented with floating linear lighting that both represents Haw-Lin and adidas perfectly — resulting in a rich minimalist space with beautiful silent details, which above all puts focus on what’s on display: the broad variety of different lines being designed under the adidas umbrella.
Located on Torstrasse 74, in the heart of Berlin’s fashion and culture area, No74 has been helping redefine this once neglected district that might have been described as being off-the-beaten path not so long ago.
With a strong commitment towards innovation and community, No74 illustrates the diversity of fresh ideas found in Berlin today. In the five years since its opening the store has hosted installations and limited edition collections with such diverse collaborators as 032c, Uslu Airlines, Cookies, and more recently IGNANT, Haw-Lin, and Terranova. The stores events and collaborations have garnered strong local and international following which prove that No74 is one of the leading figures in design, fashion, and trend culture today, which we feel is perfectly materialized by the new design of the space.
The store features an exclusive selection of footwear, apparel and accessories by the adidas brands Y-3, adidas by Stella McCartney and Sports Performance as well as adidas Originals and its cooperations with White Moutaineering, Pharrell Williams, Wings+Horns, Mary Katrantzou, Kazuki and Neighborhood. Also included are the adidas Consortium limited edition sneaker range, and more recently adidas by Raf Simons, adidas by Rick Owens and Yeezy Seasons.
As exemplified in their latest project; all of work of Haw-lin Services examines visual culture through the mediums of creative direction, photography and graphic design. They strive to create intelligent and engaging visual communication and to establish continuous and progressive work relationships. Their process is grounded in research, concept development, and iterative collaboration, with the online platform Haw-lin serving as their extensive online mood board and presentation of specific inspiration, interests, art, photography, and aesthetics in general. Like Eike Koenig and his HORT, Haw-lin Services succeeds to work for high profile names like Nike, adidas, New Tendency, Kostas Murkudis, Sleek Magazine and DJ Richie Hawtin, without losing their signature aesthetic, also to be found in their free projects and autonomous design collaborations.
Photography by Bastian Gehbauer.
The No74 store is located at the Torstraße 74 in Berlin. Opened Monday until Saturday from 12:00 — 20:00.
For all information see here