Online furniture retailer Hem have taken a leap of faith and recently opened their first flagship store in Berlin’s creative district Kreuzberg. Designed to complement the company’s online shopping experience, the store occupies the ground floor of Hem’s headquarters on Friedrichstrasse and offers a direct conduit between the company and its clientele, with customers able to browse representative examples of the brand’s collection as well as order the entire collection in-store via dedicated tablets and laptops. The interior, designed by Hem CEO Jason Goldberg and colleagues Petrus Palmér and Ilenia Martini, is an ode to the brand with soft pastel shades and textural flourishes provided by its own hanging metal lamps and solid timber furniture. The company – who retains its ‘design made easy’ ethos – has already attracted a strong following; an ‘Easy Bar’ dispenses instant tutorials and free interior design advice, while those with larger ambitions can schedule appointments with Hem’s own team at an on-site design consultation centre.