4010 Der Telekom Shop in Mitte / Shop

4010 is the new Deutsche Telekom concept store in Central Berlin. The name comes from the RAL color code for Telekom’s magenta brand color. The novel concept is more gallery than shop, more experience than sales – and yet everything fits together. Describe how you arrived at the final design. The aim of the new 200 m² store was to offer urban young people Telekom products and services at street eye level. The result is a dialog platform where “community” and “shopping” merge, a place for lingering and exploring. Another unique feature of the store is its chameleon-like nature. All the products disappear quickly into custom-made furniture.