Retailers, let's face the challenges
of innovation together

Matthieu JOLLY
3 minutes

Despite the passing years, the Cologne store remains one of the world’s leading experiential stores. It’s a great way to give brands ideas that, faced with the impacts of the Covid-19 pandemic, need to rethink the role of their stores in the customer journey.


The concept

For more than fifteen years, the Cologne store has been the temple of outdoor activities in Europe, and even in the world.

Organized around a central lake, the 7,000 m² of the point of sale spread over four floors project the visitor in his future activity. In addition to the possibility to buy his equipment in one of the corners of brands, he can also meet other backpackers back from travel, they can be found at the largest travel bookshop in Germany or vaccinated at the clinic on the top floor.

In short, here only one bonus word: experience! If they have evolved over the years, they remain central in the store. Customers can, for example, test a headlamp in a darkroom, try on climbing slippers or take their diving licence in the 4.3 meters pit in the heart of the store.

But beware, the customer journey has also evolved: repair service, click and collect or rental offer have made their appearance recently, making a point of sale an experiential place adapted to the constraints of the consumer of the years 2020.

Why visit the store?

Test des équipements



Test your future equipment

Canoe, headlamp, walking shoes, tent or backpack… You can test the majority of products in real-life situations. Here the backpacks are not empty but filled with weight to help you choose the one that best fits your morphology.





Take your diving certificate

At the heart of a point of sale, a pit of 4.30 meters deep allows you to introduce yourself to scuba diving and to pass your patent. First, head to the cabins to change. Then, cross the store and get in the water in the pool.

Fosse brevet plongée

Going from corner to corner

Outdoor activities require technical products. Head to the shops in shop rented by the brand to a selection of brands such as Fjällräven, Arc’teryx, Patagonia, Deuter ou Jack Wolfskin.

Corner Patagonia

Meeting with Adventurers

Every year, the point of sale organizes a hundred events, conferences during which travelers come to present their experience to help you prepare yours.


Be vaccinated

Before you travel, go up to the 4th floor to have your vaccination record checked. The clinic team will advise you according to your destination and may vaccinate you on site.


Matthieu JOLLY
Facing with the changes in retail, today's innovations help Matthew to think about tomorrow's relationship between the brand and the consumer.
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