Berlin's KaDeWe opens 3D-Knit-Lab with AlphaTauri

On many occasions lately when discussing with industry experts and peers about the state of high streets in the UK and Europe, especially how online retailing is presenting a challenging environment for bricks and mortar outlets, most people agree that shops need to up their game to improve or even create exciting events and unique experiences for shoppers.

Here's one great example of how shoppers can become more engaged and in fact, informed about a new line of products at the Berlin international department store KaDeWe which is co-hosting a pop-up shop with AlphaTauri, the stand-alone fashion brand of Red Bull.

KaDeWe, Germany's equivalent of Harrods and Galeries Lafayette, and the second largest department store in Europe (after London's Harrods), has opened the AlphaTauri 3D-Knit-Lab in a 64-sq. metre AlphaTauri Pop-Up area where two 3D-knitting machines that produce custom-made, seamless 3D-Knitwear made of Performance Knit are set up.

Berlin-based influencer and blogger Masha Sedgwick said of the interactive pop-up concept: "The choice of different colour and personalization combinations is so great that I could 
hardly decide. Individuality and uniqueness is what it is all about. The AlphaTauri 3D-Knit-Lab offers both customization and personalization!" 
Ms Sedgwick is seen here with the two knitting machines by the Japanese based company Shima Seiki.
 (Photo by Franziska Krug/Getty Images for KaDeWe)

"The 3D Knit Design Lab combines the online with the offline world."

The initiators of the concept are Petra Fladenhofer, Brand & Marketing Director of the KaDeWe Group, and Ahmet Mercan, General Manager of AlphaTauri & Head of Global Consumer Products who said at the opening night at the Berlin shop on 3rd April, "The 3D Knit Design Lab combines the online with the offline world.  The future will not be purely digital.  It's about bringing the worlds together and harnessing the power of 3D-technology and innovative tools to create added value for the consumer."

German TV presenter Rabea Schif at the KaDeWe X AlphaTauri 3D-Knit-Labs in Berlin, Germany.

(Photo by Franziska Krug/Getty Images for KaDeWe)

The AlphaTauri 3D-Knit-Lab offers both customization and personaliaation.  Customers visiting the pop-up shop have the choice of a selection of colours when creating tailor-made knitwear to suit their individual body profile.

In addition, AlphaTauri presents a 3D-Knit-Cashmere-Merino-Capsule Collection exclusively made for KaDeWe in 14 different colour combinations,
which can be personalized with initials or emojis in the Pop-Up.

(Photo by Franziska Krug/Getty Images for KaDeWe)

Some 300 guests and fans of the brand including top screen, stage and TV personalities got to experience the opening of the AlphaTauri 3D-Knit-Lab at KaDeWe in Berlin while being entertained DJ set by duo ALYGANY, Gia Cordes and Alyssa Haupt from Berlin.