berlin: superconscious store opening

© superconscious / photography: stefan botev

if you ask us, berlin's mitte still ranks as one of the bubbliest retail areas in europe. sure, it has seen a huge influx of well-established global brands but there still seems plenty of room for cool initiatives by independent retailers. one such venture is superconscious, a self-declared non-concept store which recently bowed near bustling rosenthaler platz. set up by nikolai goutzov and simeon dimitrov, the store adds a fresh retail formula to the neighbourhood with a quirky selection of goods. the shop is an all-white, minimalist oasis and has been designed by architect plamen botev.

superconscious is sparsely furnished with just wooden desk, displays and clothing racks, but the d.i.y. chic seamlessly matches its cool select men's and women's merchandise. a nice blend yet carefully edited, these come from across the planet and include contemporary brands such as williamsburg garment company, vans, cuisse de grenouille, muttonhead and april77. the offerings are complemented by magazines, mad et len scented candles and perfumes, and there's also vintage corner that stocks a good selection of bombers, sweaters and t-shirts. location: weinbergsweg 22 [mitte].

© superconscious / photography: stefan botev