FUGAZZI and BORNTOSTANDOUT®: Mobile fragrance pop-ups for Breuninger

Some brand displays invite you to explore. Ours for FUGAZZI apparently even tempted people to take a bite: the plastic fruit on the market stall looked so realistic that some customers dared to give it a taste!

For the joint launch of FUGAZZI and BORNTOSTANDOUT® at Breuninger Stuttgart, BRAINARTIST developed two distinct pop-up displays. The brief: to capture the essence of both brands with spatial precision, whilst creating displays that could travel to other premium retailers following the launch.

Two brands, two worlds

FUGAZZI has translated its summery brand identity into a bright market stall with a Mediterranean flair. An existing market cart was fitted with a newly crafted superstructure for this purpose. The red-and-white striped roof, fruit crates, fresh fruit and illustrated fragrance boards combine the relaxed market aesthetic with a high-quality perfume display. With a footprint of approximately 170 × 100 centimetres and a height of around 210 centimetres, the cart becomes the centrepiece of the area, visible from afar.

BORNTOSTANDOUT® stands in stark contrast to this. Two cage-like elements, each measuring approximately 1 × 1 × 2 metres, create an angular, graphic architectural design. Red and black dominate the look, complemented by fabric panels, campaign motifs and clearly defined display areas. Whilst FUGAZZI exudes a sense of lightness, BORNTOSTANDOUT® focuses on a striking presence.

Both pop-ups are situated right next to one another, and that is precisely why they work so well: they share a stage without sacrificing their individuality.

Designed for the launch, built for the tour

The installations were not only intended to impress at their premiere; from the outset, they also had to be suitable for changing locations, repeated set-ups and transport.

BRAINARTIST therefore took charge of the entire process, from design and production right through to tour planning. This also included travel to each venue, set-up, dismantling and storage at every stop. After each event, the pop-ups are made ready for transport, stowed away securely and prepared for their next appearance.

On tour since mid-2025

Following its launch at Breuninger Stuttgart, the roadshow continued to Breuninger Düsseldorf, Hamburg and Sindelfingen. FUGAZZI also appeared solo at Skins Düsseldorf.

The tour will continue in 2026 as well. What began as a launch has thus evolved into a mobile brand presentation with many stops: two fragrance brands, two distinctive looks and a concept that retains its character even whilst on the move.