Page 34 - Sep-Oct 2021

A Place of Discovery

The Latest Store, Berlin, Germany

Much more than a store, The Latest is a place where customers
can find the latest innovations on a testing ground for the latest
products from starts-up and internationally renowned brands
alike. Here, RLI sits down with Co-Founder Dhi Matiole Nunes
to talk about the origins of the company and what makes it
stand out.
ooted in technology, design, lifestyle, health and more, team, marketed online and on OoH
The Latest gives forward-thinking entrepreneurs the Campaigns on the hottest spots in the
opportunity to bring their product innovations to market. city through The Latest and on top of all that, 100 per cent of the
R Designed between Co-Founder Dhi Matiole Nunes, revenue goes back to the retailer.
a team of more than 20 experts from various backgrounds and Despite the restrictions of Covid-19, The Latest unveiled to the
AVANTGARDE CEO Martin Schnaack, The Latest is part of world their very first retail space on 19 November last year, opening
AVANTGARDE, a leading global brand experience company that a 250sq m flagship site on Ku’Damm 38 in 10719 Berlin. This space is
supports innovative brands, start-ups and companies with a novel positioned on one of the most famous retail streets in Berlin amongst
retail platform. such brands as Gucci, Prada, Tommy Hilfiger and Apple, creating an
The concept behind The Latest really is a unique one. Retailers pay eclectic mix of passers-by for the space.
the brand a set figure each month, and in return their products are “We knew we were taking a big risk by opening this store,
included within The Latest’s retail space, sold through The Latest’s especially as it turned out to be one month before a new lockdown
team members who have been trained in the story and background came into effect and in winter as well,” explains Dhi Matiole Nunes,
of each product, and how to use it, from that company’s own Co-Founder of The Latest. “However, we pushed ahead because we

The Latest Store, Berlin, Germany