FSG | Fingerspitzengefühl

Webshops only? No way! Here are five retail experiences in Berlin we applaud

BERLIN – In today’s experience economy, brands do not only have to sell a product: they have to sell, that’s right, an experience. Here are five examples of brands that – according to us here at FSG – have created a successful experience in Berlin.

1. Unverpackt, Wiener Strasse 16. In German, ‘unverpackt’ means ‘without a package’, meaning everything in this little supermarket is on sale without plastic, paper or cardboard wrapped around it. Customers come in here with empty glass jars, pieces of newspaper and little cotton bags. They pack their own groceries, from spaghetti to veggies to nuts and chocolate spread.

This Market In Berlin Is Perfect For People Who Love The Envir…

This Market In Berlin Is Perfect For People Who Love The Environment

Gepostet von Bring Me am Samstag, 20. Mai 2017

2. Lego Store, Tauentzienstrasse 20. The former Berlin Wall built out of Lego, the Brandenburger Tor, and a whole lot of space to build your own Lego creations. The Berlin Lego Store is an experience store at first, and a place to buy Lego second. Do you or your child, too, always lose those annoying little red buds that are being used as a siren when building a fire truck or police car? At Lego Store in Berlin, there is a bucket full of those little red things alone. And a bucket with just Lego heads (m/f), a bucket with only pink bricks, and literally a bucket with any imaginable brick in any imaginable color.

3. Teufel, Bikini Berlin, Budapesterstrasse 38-50. With the cool slogan ‘always on Feier’, the Berlin-born audio brand Teufel focuses on online sales SINCE 1985 (!!!). Teufel, however, decided they needed a flagshipstore in their ‘Heimat’ Berlin, and built an impressive store in the backyard of the Berlin Zoo, Bikini Berlin. This is the former club Linientreu where David Bowie and Iggy Pop used to play back in the days. Now it’s Teufels 800 square meter store, with seperate sound laboratories, cinemas created for testing and a store where you can purchase subwoofers that weight 80 kilo per piece. Or a headset, if that’s suits your budget better.

4. MCM, Torstrasse 74. German luxury brand MCM opened their first experience store this year in Berlins Torstrasse in a former garage. You have to know they’re there in order to find their store – no logo on the window, just a former garage is what you’ll see. And here’s another surprise: their MCM signature purses and wallets are hard to find, too. The venue ‘Garage 1976’ is full of art. Currently, an installation with car windows, stone and glass is on show. Why? Because MCM (Modern Creation München) wants to connect art with fashion and culture. 

5. Käthe Wohlfahrt, Kurfürstendamm 225-226. Germans and Christmas, it’s a magical combination. Although Germans in general don’t put up their Christmas tree before Heiligenabend (the 24th of December, they buy the tree and decorate it on this day), there is an all year round Christmas decorations store in Berlin that sells E-V-E-R-Y-T-H-I-N-G that has to do with Christmas.

Think of a decoration that you want to put up in your tree – they have it. In their 800 square meter store, they sell over 100 different ornaments for all different breeds of dogs alone. Their staff is totally Christmas saffy and dresses as elfs, they can explain you everything about German Christmas traditions, what gift to give to whom, and when to burn candles under your hand cut wooden Teelichtpyramide. If this store doesn’t get you in the mood, we don’t know what does.

What about you?

Do you feel that your brand should be thinking about creating an offline experience as well? Here’s what we’ve seen: it does not always work out well (read this peace in het Financieele Dagblad about the CEO of toy store Intertoys promising escape rooms and karaoke rooms in all its stores, to great surprise of all the franchise holders who were not having the square meters available for such ideas).

Here’s a few tips from us:

  1. Stick to your brand. No in store DJ when you’re not selling music. No espresso corner when you sell kids clothing. Create an experience that fits your brand.
  2. Be unique. A glass of prosecco for people trying on a new pair of shoes is not.
  3. Good service is more important than having an experience. Meaning: good service can be the experience.
  4. Better than having a small corner with your unique experience in every store, it is worth creating one dedicated flagship experience store.

Do you want to know more about what FSG does, and what we can do for your company? Read more about us here, or contact us here.

FSG and AGU partner up: Dutch bike gear brand now available in Germany

Berlin – The Dutch rain- and bikegear brand AGU is now selling its products in Germany. Starting this week, FSG takes care of all online marketing activities in Germany for its new partner AGU.

When biking through Berlin, it’s hard not to see something is going on in Germany: people are biking more and more. Are we talking about a true ‘biking revolution’? Maybe. More Germans bike to work every day, we see green bike paths being constructed everywhere, there’s a number of bike share programs in the city and bike paths are already packed during commuting hours.

That’s why AGU (short for Alkmaarse Groothandels Unie and known for the gear bikers and ice skaters from the Jumbo-Visma team wear) partners up with FSG to conquer the German market.


Sieh dir diesen Beitrag auf Instagram an


#everydayriding ?‍♀️⁠⠀ Hallo! Dürfen wir uns vorstellen? Wir sind AGU Deutschland und freuen uns sehr, ab heute endlich auch auf Instagram vertreten zu sein. AGU ist ein holländlisches Unternehmen mit langjähriger Expertise im Bereich Fahrradbekleidung. Für uns ist Fahrradfahren viel mehr als nur ein Sport, oder ein Mittel um von A nach B zu kommen: Uns geht es dabei um das Lebensgefühl. ⁠⠀ ⁠⠀ ⁠⠀ #agu #everydayriding #WeGotYouCovered #cycling #bike #radsport #cyclinglifestyle #stlye #rennrad #sport #fitness #bicycle #lovecycling #cyclingpics #instacycling #outsideisfree #bikelife #ride #roadslikethese #roadbike #bikestagram #roadslikethese #cyclingwear #outdoor #rennsport

Ein Beitrag geteilt von AGU Deutschland (@agu.de) am

‘A move to Germany was high on our priority list,’ says Björn Jeurissen, AGU’s CEO. ‘Germany is the biggest market in bikes sold per capita. When you’re talking about a high-quality car, you think about the German car industry. But think about everything that has to do with biking. Than you immediatly think of Holland. When you combine this with the fact that biking is seen more and more as an accepted form of transportation in Germany, you can draw the conclusion that Germany is ready for AGU.’

A quick look on AGU’s website shows that the company from Alkmaar offers products for professional bikers and city bikers alike. ‘We offer a smart choice for every biking ambition, every travel destination and goal. Our products have been challenged by the Dutch climate for over fifty years now. Germany will be the first country for us where we team up with a partner like Fingerspitzengefühl. We expect to develop special products designed specifically for German bikers in the near future.’

Radboud Langenhorst, FSG’s managing director, expresses gratitute for adding AGU as a partner. ‘We are thrilled to work with another Dutch brand that is so well-known in Holland. Germany is becoming a country where people simply bike. However, the distance between work and home for many bikers here is a little longer than in the Netherlands. And so what German customers need, is high quality bike gear. AGU stands for solidity and durability. Those two words for sure have a positive connotation in Germany. That’s why we are super positive about AGU in Germany. We are looking forward to working with them.’


Sieh dir diesen Beitrag auf Instagram an


Unsere Trikots kommen im Team Jumbo Visma sehr gut an. Die Jungs sind super zufrieden, habt ihr schon eines unserer Trikots getestet?

Ein Beitrag geteilt von AGU Deutschland (@agu.de) am

Which AGU product, we asked Jeurissen, will be the big surprise on the German market he thinks? His guess: The  Trench Coat Long, a best seller in the Netherlands, designed with a modern and fashionable touch and popular in the Netherlands because it is practical in use, yet stylish. Jeurissen: ‘I think Germany will really love this one of a kind coat.’

Do you want to know more about what FSG does, and what we can do for your company? Read more about us here, or contact us here