Then real life got in the way. Construction delays, rescheduled dates and changing circumstances turned the opening into a moving target. Instead of stubbornly sticking to the plan, we reworked things iteratively. ‘One opening’ became a multi-stage process involving a pop-up phase, a grand opening, PR work and content production.
Papenbreer – How Dresden gained a new luxury address
Premium fashion meets a new market. Papenbreer opened a multi-brand store for luxury and premium fashion on Dresden’s Altmarkt – the likes of which are virtually unheard of in Germany. Not merely a sales outlet, but a destination designed in the Milanese style, offering unrivalled customer service. Yet hardly anyone in Dresden had heard of Papenbreer. How do you turn such a luxury destination into the talk of the town overnight?
Our brief was clear. We were to position Papenbreer in a way that would grab people’s attention and establish it as Dresden’s new go-to destination with an exclusive opening event. Invited guests from the worlds of business, culture, politics and the press, as well as the general public in Dresden.
For the grand opening, we conceived the store as a stage. Architecture, lighting, music and catering all formed part of a carefully crafted evening programme. Guests were taken on a journey from a welcome drink, through a store talk and buffet, to networking and a party. Under the slogan “Selected Styles. Superior Service.”, the focus was on curated fashion and quality of service.
Behind the scenes, many threads came together. We coordinated tradespeople and partners across a range of disciplines, from technology and music to photography and video. Together with Oberüber Karger, we integrated press relations and stakeholder management. As a result, the opening became not just a client event, but the talk of the town.
The impact was huge. 300 invited guests, excellent media coverage in the *Sächsische Zeitung*, *DNN* and *TAG24*, and a shop that was the talk of the town right from the pop-up phase. In the end, it wasn’t just a new shop, but a new fashion hotspot in Dresden. And that’s exactly how we wanted it.
Then real life got in the way. Construction delays, rescheduled dates and changing circumstances turned the opening into a moving target. Instead of stubbornly sticking to the plan, we reworked things iteratively. ‘One opening’ became a multi-stage process involving a pop-up phase, a grand opening, PR work and content production.
For the grand opening, we conceived the store as a stage. Architecture, lighting, music and catering all formed part of a carefully crafted evening programme. Guests were taken on a journey from a welcome drink, through a store talk and buffet, to networking and a party. Under the slogan “Selected Styles. Superior Service.”, the focus was on curated fashion and quality of service.
Behind the scenes, many threads came together. We coordinated tradespeople and partners across a range of disciplines, from technology and music to photography and video. Together with Oberüber Karger, we integrated press relations and stakeholder management. As a result, the opening became not just a client event, but the talk of the town.
The impact was huge. 300 invited guests, excellent media coverage in the *Sächsische Zeitung*, *DNN* and *TAG24*, and a shop that was the talk of the town right from the pop-up phase. In the end, it wasn’t just a new shop, but a new fashion hotspot in Dresden. And that’s exactly how we wanted it.
