The eagerly awaited new shopping temple “Bikini Berlin” opened in April 2014, right on the doorstep of the Zoological Garden. Dating back to the 1950s, the construction now stands on the list of Berlin’s protected buildings. The aim of the ‘concept store’ is to combine fashion, lifestyle and design: the hope is to breathe new life into the area. Who is Bikini Berlin’s target shopper? How is the shopping experience? To think about these questions, Playframe collaborated with the masters students from the BTK University of Applied Sciences in Berlin to do some field research. The results were striking: shoppers under the age of thirty liked Bikini Berlin’s atmosphere. But the most enthusiastic feedback came from a different group of shoppers: namely those over the age of 55 and therefore able to afford the more pricey items.