BRAINARTIST, Berlin and the Galeries Lafayette.
Looking at the shop windows of the Berlin branch of the most famous French high-end shopping temple has always been a bit like a … ‘gallery visit’. But we didn’t come to look but to beautify. After all, we owed it to our client Chloé to stage the spring/summer 2021 eyewear collection on the surface and on the façade.
Real Chloé girls fall for the AIDA principle — Attention, Interest, Desire and Action — a little faster and can — in real life — finally enjoy what we have all missed for so long: the art of shopping
The countless trends that come and go are what make life interesting. It wasn’t so long ago that it was considered chic to smoke in restaurants, wear fur coats, buy disposable bottles, or use plastic bags instead of cotton bags. In retail marketing and PoS design, it was no different for a long time: trendy displays made of plastics that could not be recycled, snazzy decorative elements made of problematically produced composite materials or shiny promotional racks made of Plexiglas that didn’t shine much when it came to environmentally friendly disposal.
We at BRAINARTIST are proud to simply ignore some trends and rely on proven classics such as wood, glass, metal, water-based paints or on basic materials with a high recycled content for shopfitting, PoS design and display design. In the same way, we pay attention to logistics partners for our campaign rollouts who are ‘on the road’ (pun intended) in a climate-neutral way during assembly and transport. And if at some point everyone thinks ahead a bit, we’ll eventually no longer have to think about our one and only environment. Chic, isn’t it?
How do you actually manage to attract the attention of very, very busy people? The easiest way would be to camp in front of their workplaces, hold up self-painted signs saying ‘I want to be a customer of yours.’ or follow them stubbornly wherever they go — after all, with Uschi Obermaier and Mick Jagger this was successful.
However, since we didn’t want to stalk rock stars for our customer STEITZ SECURA, but to sell the best safety shoes available to safety engineers, company doctors and purchasing managers, we had to proceed a little more professionally — because this target group IS as hard to reach as rock stars.
Stage 1: we put up posters for our — self-painted — campaign (and didn’t camp) directly in front of the headquarters of potential new customers. The individual 18/1 format address was followed by a half shoe box via courier service, which asked to match ‘the perfect pair’ — with the missing shoe and an appointment to get to know STEITZ SECURA and the — hopefully — new customer.
Somehow we were not really surprised by the great response and the business appointments made afterwards — some of which seemed impossible — … a little Uschi Obermaier just helps with real rock stars from industry and trade.
Omni visionary with BRAINARTIST on the way …
On days like these, where shop managers are desperately looking for customers, we planned to finally tell something that was probably unknown to many retailers: namely how much potential lies in the mysterious term ‘omnichannel marketing’! But we understood — such scientific sounding words as ‘NFC’, ‘augmented reality’, ‘digital signage’ and ‘mobile payment’ are hard to understand when used to describe ‘chop-chop — paid’, ‘greatest product show on earth’, ‘total overview’, or ‘bye-bye, cash’.
In order to make these very simple contents tangible — so that nobody else but we had to ‘think ahead’ — we drove across Germany with our 10-ton mobile demo shop to tell big brand manufacturers and shop operators about it live. So it wasn’t the mountain that came to the prophet, but BRAINARTIST to the PoS.
And because we are convinced that buying in retail can be as much fun as watching a movie in the cinema and that real shop windows can be more exciting than virtual e-shops, we will continue to set out again and again in the future — to keep retail, for which BRAINARTIST always does everything for love, on the move.
New look in new best time.
What do Gucci and Cartier have in common again? Oh yes: together with Kering Eyewear, we present both brands on the most beautiful sales areas in Germany and Austria. The current campaign surely could not wait long in this weather, which is why we were booked — as always — for a quick, perfect installation.
The German Brand Award 2020 is ours!
When in 2018 one of the most famous German brands placed a small, rather unlikely prize-winning job with us, we couldn’t stop thinking about it: we suddenly thought of interactive packaging design, new visual worlds, the redesign of all communication media, a completely redesigned (and patented) PoS shelf system and finally (because we like to think ahead where others like to stop) a guide for CRM and a whole new corporate wording.
Phew … of course we had to share these thoughts with HAILO. The holistic approach was obviously so convincing that what began with a sales folder led directly to a kick-off meeting for one of our biggest and most beautiful projects: the strategic brand relaunch of HAILO (and the beginning of a wonderful friendship). In the category ‘Brand Strategy/Brand Identity’ we received the award from the German Design Council. We bow down.
(hey, hey, hey)
‘Lady Marmalade’ could not have put it better: which is how we celebrate our brand-new Gucci campaign at STEFFL in Vienna. After the re-opening, of course, all ‘badass chicks’ (not only those from the ‘Moulin Rouge’) and all ‘independent women’ were pretty hot for the new sunglasses collection. So we simply had to help our ‘soul sistas’ in Austria!
But we didn’t want to let our offer go as far as the famous chorus described it so unmistakably at that time. We rather left — respectfully — the one really important question in the beautiful (sales) room, which was designed by BRAINARTIST in record time:
‘Voulez-vous des lunettes de soleil géniales de Gucci?’ (Ooh …?)
P.S.: The earwig is for free …
… with lipsticks, foundations and superstars from M·A·C. And BRAINARTIST.
With an attractive PoS relaunch for a top brand from Estée Lauder, you should actually make every sales floor look better. The challenge, however, was that this was not one of the easiest tasks at the finest addresses in Switzerland (including Jelmoli in Zurich and DOUGLAS in Lucerne) — challenge accepted!
Our top-class staging of the M·A·C brand already shone optically during the 3-D presentation and impressed the customers as well. However, sales were to continue, which reduced the time window here to a really cute and tiny size. And because service providers in Switzerland are sent to bed by the regulatory authorities by 11 p.m. at the latest, we just started — with a winning smile — after closing time.
Despite everything, our team at each location completed the installation the required hour before midnight. After a perfect job, we even had time for our beauty sleep.
Truly stylish — the M·A·C presentation at Globus in Zurich.
To be allowed to realise a complete world of experience for the M·A·C brand, by Estée Lauder, seemed almost a bit surreal to us. After we had brought ourselves back to reality, we were already in the middle of planning. Really now — that’s how it is at BRAINARTIST … The industrial robot arm, we constructed after a (attention: pun!) ‘hand-drawn sketch’ by one of our designers.
Above the laser engraving station, this concept attracted the desired attention in an almost machine-like precise way. From the oversized lipsticks to the smallest plotted letter, everything, including installation, actually came from BRAINARTIST and its partner companies — we truly swear.