With stores in Slovakia and the Czech Republic, The Streets is one of Europe’s most exciting sneaker and basketball-focused outlets. The Streets has won recognition for its bold-store concepts and extensive use of events and social media to build a community and brand loyalty. It will join the NBA Store, which opened its largest European store in Potsdamer Platz last year.
EL&N London, who are famously renowned as one of the most iconic café and lifestyle brands, was first established in London in 2017 by Alexandra Miller, whose background in luxury informed the concept and design of the fashion-led food destination known for its pink interiors and colourful latte drinks. The company has grown quickly over the last seven years and has established a reputation as a go-to destination, with 35 stores globally in major cities such as Paris, Milan, Dubai, and Kuala Lumpur. The Potsdamer Platz site will be its second location in Germany and first in the capital and will include an external terrace area.
Both The Streets and EL&N form part of Brookfield Properties’ wider strategy to reposition Potsdamer Platz as a hub for flagship stores for international brands and a blend of high-quality entertainment and food. Global toy brand Mattel is set to open later this summer and British leisure and entertainment chain Lane7 will open in July.
Since acquiring the state in 2016, Brookfield Properties has undertaken extensive and sensitive works to restore and improve the public realm on the estate. The company has worked to deliver urban greening, public art installations and access for pedestrians. Works concluded in February 2024 and today the area has a -pedestrianized avenue and a wide range of bars, cafes and retailers.
Brookfield Properties has since spent over 200 million euros renovating the 270,000 sq m estate. A substantial portion of the redevelopment has focused on the area formerly called Potsdamer Platz Arkaden, which has since been rebranded as The Playce. Construction started in January 2020 and was completed in September 2022.
Since work finished, The Playce has seen a variety of progressive, high profile venues open including the NBA Store launching its first European store, Peek & Cloppenburg opening the largest sustainable fashion department store in Europe which they’ve named P&C Conscious Fashion Store, Gamestate opening Germany’s biggest arcade game centre, British cocktail chain The Alchemist launching its first venue outside of the UK and Manifesto Market opening as the largest food hall in Germany.
The estate is also home to 46,000 sq m of retail space, 130,000 sq m of office space, a five-star hotel, Berlin’s largest casino and world-class cinemas and theatres.
“Since acquiring this iconic Berlin destination, we’ve aimed to curate a unique retail and entertainment district that provides one-off brands and experiences for Berliners and visitors,” says Roger Goyk, director of retail at Brookfield Properties. “We’re delighted that some of the most innovative brands in Europe are recognise the sensitive improvements we’ve made to the area and choose the estate as a location as a base for expanding into the German and European markets. The arrival of The Streets, one of the most exciting new clothes and footwear chains in Europe, is another great step forward for Potsdamer Platz that we’re sure will attract new first-time visitors to the area”.
“The choice of Potsdamer Platz as the location for our latest café is perfect. The Playce’s dynamic atmosphere and modern architecture provide the ideal backdrop for our concept, which aims to enrich and celebrate life through good food and aesthetics,” explains Alexandra Miller, founder of EL&N London.
