Alte Schönhauser Str. 42
VEJA OPENS ITS DOORS IN BERLIN,
Berlin is an important place in VEJA’s history: it is
A KEY CITY IN THE BRAND'S HISTORY.
one of the 1st cities where the VEJA project started 17 years ago.
One of the 1st cities to have welcomed and believed in VEJA back then.
After 17 years, VEJA opens its new store right in the central
and historic district of Mitte, in Alte Schönhauser Street,
one of the iconic streets of the German capital.
“A lot of people told us: “you should not open in Berlin, it is
difficult there.” But we didn’t care, we always launch projects in
the places we love the most.Berlin is a balance between coolness and
the weight of history, between modernity and the underground artistic
scene. This city reminds us of São Paulo, with a brutalist
post-soviet architecture. Every time we come here, we feel at home.”
says Sébastien Kopp, co-founder of VEJA.
For the store’s design, VEJA chose to work with the Berliner
architects Gonzalez Haase. We worked together
using raw materials: concrete, oak, steel, and soil. The inspiration behind
these 100 square meters lies in the minimalist design of Berlin,
which is already found in VEJA stores in Paris, Bordeaux and New York.
The sneaker racks are made of rammed earth: a mixture of soil and concrete.
This material was conceived by Frank Lennart, a German craftsman.
In addition to the men, women, and kids’ collections,
an in-store cobbler will propose the repairing and cleaning of sneakers and shoes.
Our first cobbling project was launched in June 2020 in Darwin,
Bordeaux: a space to clean, repair and collect old pairs from VEJA and
other brands. In July 2021, a new cobbler shop opened in Paris,
in Galeries Lafayette. More than 2 800 pairs have been repaired so far.
The store will be powered by Bürgerwerke, a supplier on