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E. Breuninger GmbH & Co. | Spring inspirations & new designer seems – Breuninger launches revolutionary model marketing campaign and presents the most recent vogue collections in digital worlds

  • The vogue and way of life firm Breuninger is as soon as once more positioning itself because the multi-channel vacation spot for premium and luxurious vogue with a recent, revolutionary and digital marketing campaign manufacturing and story.
  • To kick off the Spring/Summer 2022 season, an built-in marketing campaign was developed with two totally different variations tailor-made to focus on teams within the nations of Germany, Austria and Switzerland at one of many high digital manufacturing studios.
  • Inspiration, identification and unity are mirrored within the two marketing campaign themes, “Beauty of Spring” and “Eternal Spring”, represented by 9 European skills. The marketing campaign begins on April 4, 2022.

Hardly any season conjures up the style world as a lot as spring. With its new spring/summer season marketing campaign, Breuninger captures the fascination of this brightly coloured and multi-faceted season in a sensuous and expressive method. Alongside the most recent designer seems from Dolce & Gabbana, Givenchy, Isabel Marant, Jacquemus and Zimmermann, unique jewellery creations for early summer season from choose designer and newcomer manufacturers resembling Bvlgari, Tiffany, Tilly Sveaas and Ariane Ernst are additionally showcased, all of them supposed to stimulate and encourage particular person expressions of fashion.

The marketing campaign
The core of the marketing campaign is the revolutionary manufacturing technique of Extended Reality, used right here to create a dream-like backdrop the place actual and digital beings or objects seem collectively. Thanks to the depth of this imaginary area, the viewer is transported into an inspiring spring panorama. In the primary theme of the marketing campaign, that is an invigorating, wealthy inexperienced backyard scene (“Beauty of Spring”), recalling impressionists resembling Monet, whereas the second theme of the marketing campaign makes use of revolutionary visible methods and performs with reflections in water to mimic a brilliant spring day (“Eternal Spring”).

Spring inspirations & new designer seems

The key unifying digital aspect of each marketing campaign codecs is a blue butterfly designed by famend French illustrator Pierre Mornet. Transformed right into a digital 3D animation, this butterfly flutters by way of these early summer season settings round a complete of 9 marketing campaign skills, centered on vogue and wonder fashions Lorena Rae, Julia Banas and Stuttgart-based ballet soloist Matteo Miccini. At the POS, the blue butterfly seems as an inspirational icon in home windows, inside shops and as an set up within the atria of Breuninger shops.

With this solely revolutionary and hybrid marketing campaign manufacturing that merges collectively the actual and digital worlds, we’re establishing a novel sort of communication with a really particular attraction. Combined with the underlying narrative of the versatile early summer season season, we now have succeeded in creating a brand new model identification for Breuninger that surprises and conjures up,” says Carsten Hendrich, Chief Brand Officer at Breuninger.

The central communication aspect of the marketing campaign is a 20-second or 15-second marketing campaign movie, relying on the theme, that’s broadcast on TV and all related digital channels and supplemented by print, out-of-home, DOOH and Breuninger’s personal channels. Social media channels resembling Snapchat and Instagram additionally play a central position. On, the marketing campaign might be accessible beginning April 4, 2022, or on TV beginning April 19, 2022. Highlights of the intensive new designer collections may also be seen on April 5, 2022 at 7 p.m. within the “Digital Fashion Show” on accompanying the marketing campaign.

Virtual studio units the stage for the most recent Breuninger marketing campaign
Breuninger was the primary vogue consumer ever to supply its new marketing campaign in Europa’s main digital manufacturing studio, the Hyperbowl manufacturing facility within the city of Penzing close to Landsberg am Lech, drawing on the “metaverse”, an extension of actuality into digital area, to current its model. Over an LED space extending 500 sq. meters, digitally created fantasy worlds mix along with actuality. Hyperbowl is without doubt one of the solely studios to function a high-resolution LED ceiling, which may rework the area right into a pool of water for filming.


Download hyperlink picture materials:

Find right here the marketing campaign strands “Beauty of Spring” and “Eternal Spring”


All photographs had been recorded in compliance with the federal government’s laws regarding COVID-19 that had been in power on the manufacturing location on the time of recording. All safety measures had been taken on the filming location to make sure that each particular person portrayed was in compliance with COVID security measures.

E. Breuninger GmbH & Co.
The vogue and way of life firm Breuninger was based by Eduard Breuninger in 1881 and is now one of many main multi-channel shops in Europe. Over its 140-year historical past, Breuninger has set excessive requirements for vogue, magnificence and way of life with an unique collection of worldwide designer manufacturers and choose newcomer manufacturers. The on-line store launched in 2008 is without doubt one of the most profitable on-line outlets within the premium phase and can be accessible to prospects in Austria, Switzerland and Poland. Apart from impeccable model and a way for developments, Breuninger is deeply customer-oriented: Offers resembling Special Service, the in-house bespoke atelier, Click&Collect and on-line reservations, the in-store order service and shuttle service guarantee a rare purchasing expertise, whether or not on-line or in particular person. In Germany and Luxembourg, Breuninger now runs 13 shops with round 6,500 workers. The grand opening of a Breuninger division retailer in Hamburg is deliberate for 2023.

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