Snob Diaries is a personal recap of cultural moments around the world, told through the lens of our staff, close friends, and cultural voices. At the opening of ALO’s first Berlin store, model-turned-musician and actor Jacob Rott takes us through his time with the brand, from the inaugural celebration to the float & frequency activation that followed.
Fashion month always wears me down. New York, Milan, Paris, back-to-back-to-back. By the time I’m home in Berlin, I’m running on fumes. So when ALO’s store opening and float & frequency event landed on the calendar, it felt less like an event and more like a bit of essential respite for my body.
The weekend kicked off with a sprint, though.
I woke up in Munich to speak at a marketing congress about my path from modeling to music and movies, then immediately hopped on a plane to get back to Berlin around 4 PM. I rushed home and took a hot shower — a precious ten minutes just for me — before heading out to finally see the new ALO store in the middle of Mitte. And all I’ll say is: It was about time.
I first heard about the brand four years ago in LA, when it felt like you couldn’t take a step without seeing someone dressed in some kind of sleek set. I remember seeing the ALO gyms and thinking, “Damn, I wanna train there.” Now, watching it make its way to my city felt like it was long overdue.
My first impression: the store is huge. The opening featured psychic readings, reiki, and acrobatics — which I may or may not have tried to join in on. But the room said it all: movement, wellness, and a whole community in one place. That’s what speaks to me about ALO. It goes way beyond clothing. The evening closed with a nice, intimate dinner at STOKE, where the other guests and I toasted ALO’s new chapter over an amazing spread — I never tried BBQ leek until that night.
The next morning, the float & frequency session at Liquidrom was exactly the reset I needed. Lying on the water, listening to our instructor’s soothing voice, I completely forgot about the world outside. It felt like such a relief for my nervous system. Honestly, it was one of the few moments in recent weeks when I could really slow down and reconnect with myself, which is rare with a schedule like mine.
In a nutshell, that’s what wellness is to me. When I was younger, I thought it meant a spa or a massage, but over time I’ve realized it’s anything that refuels me before I have to jump back into the rush of work and responsibilities.
I carried that calm into the rest of the day. We headed to Garten Mitte, a cute brunch spot in central Berlin with a garden out back where you can escape the city for a minute. I got my go-to order — the garden plate with a kombucha — and soaked up the sun with fall in full swing. It really doesn’t get much better than that.
Afterward, I walked around Museumsinsel, which sounds simple but works wonders. Strolling past the historic buildings while street musicians play gives me time to think and just be in the moment.
I ended the day the way I like, with a game of street football. Honestly, this is how I’d round up every day if I could. Playing football with my friends is the ultimate way to switch off: 90 minutes where nothing else matters. It’s therapy, honestly, and it keeps me fit and confident.
I grew up in a village near Frankfurt of around 1,000 people, so a ball and a few friends feel like home to me. Berlin has been that for me too, ever since I moved here about five years ago, right when my career first got going. It opened my horizons and helped me grow as an artist and as a person. You can be whoever you want to be here, and every Kiez has its own vibe.
From dedicated wellness events to the ease of a game of football, it all feeds directly into my work. When I make music, I need a clear head to listen to my feelings and tell the story I want to tell, and I’ve learned I can’t create in a constant rush. Even a minute of stillness gives me the space for new ideas.
A float, a sauna, a walk past the museums: these aren’t breaks from the work; they’re part of it. I feel very lucky to experience something extraordinary almost every day, which is exactly why I need the simple things to ground me. It’s not just about training or working hard; it’s also about finding balance and building a community outside the hustle, too.
