U.S. shoe manufacturer Red Wing opened its first store in fall 2009 in Mitte-Berlin…owned by S.Brandenburg & K.Knipschild…founded the men’s clothing store Burg & Schild. Both stores were designed by Berlin-based Inco Media.
Inco Media founder Christian Gröschel made the visual connection between Red Wing Shoes and Burg & Schild with a combination of old, used and new building materials. “The basic idea of the Red Wing Store was to translate old, historic materials, shapes and colors in a modern idiom,” Gröschel explains. “It wasn’t about giving this the look of a museum shop for a company that goes back more than a hundred years, but rather our aim was to reflect the successful history of the brand Red Wing Shoes. The style can be described as raw, pure and porous used openly.