Urban Spaces | Niche Culture
"Feeling foreign as you walk the streets? Then come to the Heimat!!”
In the middle of Friedrichshain there is a place where young labels have made a home for themselves. Custom-designed shirts, lovingly-crafted bags, and stylish accessories exist in friendly proximity to one another—every label gets its own shelf! There’s much to warm your heart. Wondrous miniatures and miniature wonders. Come in and feel at home.”
HEIMAT is a place for labels, initiatives, and individual actors. It is a place of niche cultures that creates a feeling of home in a familiar living room setting. Using an intricate play of signs and codes, it replaces our sense of homelessness with a temporary connection to the neighborhood. Since everyone there is his or her own online shop, promoter, inventor, and self-creator, the tie-in to the real word legitimates the niches and their self-referential systems of mutual bookmarking.
Heimat at MySpace.com