Marcel Winatschek

Minimal, Again

Nearly a decade in the Torstraße, and the adidas Concept Store No74 still has better taste than most of the stores around it. A lot of what opened in Berlin-Mitte around 2008 has cycled through several identities or disappeared entirely. No74 is still there, still carrying the collaborations that actually matter—Yeezy, Stella McCartney, Pharrell, Raf Simons, Rick Owens, Junichi Abe—and it just got a redesign that suits it well.

The creative agency HAW-LIN SERVICES handled the rework alongside studios GECKELER MICHELS and SCHROEDER RAUCH. Raw metal against muted color, clean surfaces, nothing competing with the products for attention. I realize I just wrote that like I’m on their payroll. But it’s accurate, and the aesthetic is genuinely right for what the store carries.

The collaborators tell the story. Rick Owens and Raf Simons aren’t names you attach to a casual shop—they require the space around them to have conviction. A redesign that gets that right isn’t nothing.