CYBEX has spent most of its history going beyond the industry expectations placed on parenting brands. It built its foundations on the belief that baby products could be engineered to the highest safety standards, and look stylish at the same time. The company scaled into a global business by investing heavily in testing, materials, ergonomics, and industrial product design. It also leaned into projects that connected with audiences outside of traditional parenting retail, diving into the worlds of fashion, design, creative production. Instead of treating strollers and car seats as purely functional purchases, Cybex positioned them as lifestyle objects that needed to perform, last, and look intentional in the environments families actually inhabit.
Opening a flagship store on Berlin’s main luxury shopping boulevard was always going to carry a level of symbolism, but the event on December 4 avoided the common spectacle of brand debut theatrics. The partnership with Highsnobiety informed the evening’s tone, guest list, and music programming. The crowd filled the new store on Kurfürstendamm 62. The attendance consisted of a mix of tastemakers, designers, writers, new parents, and friends of the brand.
uring the cocktail party, curated by Highsnobiety, DJs SENU and Charissla kept their selections steady, measured, and built around rhythm rather than drop moments, with their music not taking away from the space for conversation. As the night progressed, the crowd was treated to a live performance by Ronis Goliath. The set pulled attention instantly, and the room shifted from mingling mode into audience mode. It was straightforward and absorbing, and it grounded the evening in something unfiltered, which aligned with a brand entering a sharper creative era. CYBEX has been signalling a louder visual identity for a while, one with more edge, texture, contrast, and cultural appetite. Hearing a live vocal performance carry the room felt like part of that broader throughline.
Berlin wasn’t chosen at random. The city has spent decades proving it can absorb high design and street-level energy at the same time without flattening either one. The store on Kurfürstendamm lands with the same logic. It is retail aimed at parents and adults who care about craftsmanship, longevity, restraint, and visual clarity. It also reflects a brand that invites modern families to be part of the CYBEX movement. This flagship opening made that clear in real time.
