you only have to ask me once to swing by a pop-up shop that serves amazing coffee. outdoor lifestyle brand TIMBERLAND teamed up with berlin coffee masters BONANZA to caffeinate visitors to the city during fashion week, so that is why i found myself at their mitte flagship store before heading to the trade fairs last week. espressos and cookies were sold not for money, but for tweets, instagrams and facebook updates tagged with #inmyelement. not the first time a smart marketeer used this technique to generate awareness, but definitely the first time i participated with such gusto.

photos by stephanie duval