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How we turned a store opening into a real brand moment.","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F959\u002Fimage-thumb__959__webp\u002FPapenbreer-Grand-Opening-05412.79a01416.jpg",[],[],"\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F959\u002Fimage-thumb__959__mobile-startseite\u002FPapenbreer-Grand-Opening-05412.967443de.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F959\u002Fimage-thumb__959__mobile-project-teaser\u002FPapenbreer-Grand-Opening-05412.458fe5d6.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F959\u002Fimage-thumb__959__mobile-in-the-project\u002FPapenbreer-Grand-Opening-05412.731f897e.jpg",{"en":1146,"de":1155},"Papenbreer – Wie Dresden eine neue Luxus-Adresse bekam",{},{"en":1158,"de":1159},"\u002Fen\u002Fproject\u002Floud\u002Fpapenbreer-how-dresden-gained-a-new-luxury-address","\u002Fprojekt\u002Floud\u002Fpapenbreer-wie-dresden-eine-neue-luxus-adresse-bekam",[1161],{"key":75,"title":75},[1163,1164,1165,1166,1167,1168,1169,1170,1171,1172,1173,1176,1177,1178,1179,1180],{"key":88,"title":89,"filterGroup":75},{"key":144,"title":145,"filterGroup":75},{"key":363,"title":364,"filterGroup":75},{"key":645,"title":646,"filterGroup":75},{"key":91,"title":23,"filterGroup":75},{"key":517,"title":517,"filterGroup":75},{"key":78,"title":78,"filterGroup":75},{"key":85,"title":86,"filterGroup":75},{"key":114,"title":114,"filterGroup":75},{"key":435,"title":436,"filterGroup":75},{"key":1174,"title":1175,"filterGroup":453},"quick-checks","quick-check-brand-and-marketing",{"key":515,"title":515,"filterGroup":75},{"key":643,"title":643,"filterGroup":75},{"key":657,"title":658,"filterGroup":75},{"key":654,"title":655,"filterGroup":75},{"key":779,"title":780,"filterGroup":75},"\u003Cp>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?\u003C\u002Fp>\n\u003Cp>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.\u003C\u002Fp>","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002FPapenbreer-Grand-Opening-05412.jpg",[],[1185,1186],400,388,[1188,1199,1210,1220,1230,1246],{"title":23,"text":1189,"alignment":1190,"fuuscreen":23,"video":3,"images":1191},"\u003Cp dir=\"ltr\">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.\u003C\u002Fp>","left",[1192],{"desktop-project":1193,"desktop-project-teaser":1194,"mobile-in-the-project":1195,"mobile-project-teaser":1196,"unscaled":1197,"metadata":1198},"\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F944\u002Fimage-thumb__944__desktop-project\u002FOPENING-PAPENBREER-34.c479bcb5.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F944\u002Fimage-thumb__944__desktop-project-teaser\u002FOPENING-PAPENBREER-34.c6273768.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F944\u002Fimage-thumb__944__mobile-in-the-project\u002FOPENING-PAPENBREER-34.4c04efd6.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F944\u002Fimage-thumb__944__mobile-project-teaser\u002FOPENING-PAPENBREER-34.6e6bcfef.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002FOPENING-PAPENBREER-34.jpg",[],{"title":23,"text":1200,"alignment":1201,"fuuscreen":23,"video":3,"images":1202},"\u003Cp>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.\u003C\u002Fp>","right",[1203],{"desktop-project":1204,"desktop-project-teaser":1205,"mobile-in-the-project":1206,"mobile-project-teaser":1207,"unscaled":1208,"metadata":1209},"\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F948\u002Fimage-thumb__948__desktop-project\u002FOPENING-PAPENBREER-94.d26ceee0.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F948\u002Fimage-thumb__948__desktop-project-teaser\u002FOPENING-PAPENBREER-94.a36f8042.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F948\u002Fimage-thumb__948__mobile-in-the-project\u002FOPENING-PAPENBREER-94.58f6f03a.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F948\u002Fimage-thumb__948__mobile-project-teaser\u002FOPENING-PAPENBREER-94.a6a1010b.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002FOPENING-PAPENBREER-94.jpg",[],{"title":23,"text":1211,"alignment":1190,"fuuscreen":23,"video":3,"images":1212},"\u003Cp dir=\"ltr\">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.\u003C\u002Fp>",[1213],{"desktop-project":1214,"desktop-project-teaser":1215,"mobile-in-the-project":1216,"mobile-project-teaser":1217,"unscaled":1218,"metadata":1219},"\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F953\u002Fimage-thumb__953__desktop-project\u002FOPENING-PAPENBREER-120.c302cd92.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F953\u002Fimage-thumb__953__desktop-project-teaser\u002FOPENING-PAPENBREER-120.3aaae577.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F953\u002Fimage-thumb__953__mobile-in-the-project\u002FOPENING-PAPENBREER-120.88b2b8a5.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F953\u002Fimage-thumb__953__mobile-project-teaser\u002FOPENING-PAPENBREER-120.a806d508.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002FOPENING-PAPENBREER-120.jpg",[],{"title":23,"text":1221,"alignment":1201,"fuuscreen":23,"video":3,"images":1222},"\u003Cp>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.\u003C\u002Fp>",[1223],{"desktop-project":1224,"desktop-project-teaser":1225,"mobile-in-the-project":1226,"mobile-project-teaser":1227,"unscaled":1228,"metadata":1229},"\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F949\u002Fimage-thumb__949__desktop-project\u002FOPENING-PAPENBREER-83.e1977cc3.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F949\u002Fimage-thumb__949__desktop-project-teaser\u002FOPENING-PAPENBREER-83.ebcad114.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F949\u002Fimage-thumb__949__mobile-in-the-project\u002FOPENING-PAPENBREER-83.2882185f.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F949\u002Fimage-thumb__949__mobile-project-teaser\u002FOPENING-PAPENBREER-83.c135741d.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002FOPENING-PAPENBREER-83.jpg",[],{"title":23,"text":23,"alignment":1190,"fuuscreen":23,"video":3,"images":1231},[1232,1239],{"desktop-project":1233,"desktop-project-teaser":1234,"mobile-in-the-project":1235,"mobile-project-teaser":1236,"unscaled":1237,"metadata":1238},"\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F957\u002Fimage-thumb__957__desktop-project\u002FPapenbreer-Grand-Opening-05367.021ffdc4.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F957\u002Fimage-thumb__957__desktop-project-teaser\u002FPapenbreer-Grand-Opening-05367.f4958b4b.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F957\u002Fimage-thumb__957__mobile-in-the-project\u002FPapenbreer-Grand-Opening-05367.fe64dfc5.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F957\u002Fimage-thumb__957__mobile-project-teaser\u002FPapenbreer-Grand-Opening-05367.b1f8ca83.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002FPapenbreer-Grand-Opening-05367.jpg",[],{"desktop-project":1240,"desktop-project-teaser":1241,"mobile-in-the-project":1242,"mobile-project-teaser":1243,"unscaled":1244,"metadata":1245},"\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F954\u002Fimage-thumb__954__desktop-project\u002FOPENING-PAPENBREER-3.1943c211.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F954\u002Fimage-thumb__954__desktop-project-teaser\u002FOPENING-PAPENBREER-3.27e21736.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F954\u002Fimage-thumb__954__mobile-in-the-project\u002FOPENING-PAPENBREER-3.a146e9a4.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F954\u002Fimage-thumb__954__mobile-project-teaser\u002FOPENING-PAPENBREER-3.857663fe.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002FOPENING-PAPENBREER-3.jpg",[],{"title":23,"text":23,"alignment":1190,"fuuscreen":23,"video":3,"images":1247},[1248,1255],{"desktop-project":1249,"desktop-project-teaser":1250,"mobile-in-the-project":1251,"mobile-project-teaser":1252,"unscaled":1253,"metadata":1254},"\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F955\u002Fimage-thumb__955__desktop-project\u002FOPENING-PAPENBREER-9.7403f917.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F955\u002Fimage-thumb__955__desktop-project-teaser\u002FOPENING-PAPENBREER-9.04320137.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F955\u002Fimage-thumb__955__mobile-in-the-project\u002FOPENING-PAPENBREER-9.dac9e44a.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F955\u002Fimage-thumb__955__mobile-project-teaser\u002FOPENING-PAPENBREER-9.cf677051.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002FOPENING-PAPENBREER-9.jpg",[],{"desktop-project":1256,"desktop-project-teaser":1257,"mobile-in-the-project":1258,"mobile-project-teaser":1259,"unscaled":1260,"metadata":1261},"\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F952\u002Fimage-thumb__952__desktop-project\u002FOPENING-PAPENBREER-112.745687fa.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F952\u002Fimage-thumb__952__desktop-project-teaser\u002FOPENING-PAPENBREER-112.77acc977.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F952\u002Fimage-thumb__952__mobile-in-the-project\u002FOPENING-PAPENBREER-112.9c11c503.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002F952\u002Fimage-thumb__952__mobile-project-teaser\u002FOPENING-PAPENBREER-112.a2bf8739.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FPapenbreer-Storeer%C3%B6ffnung\u002FOPENING-PAPENBREER-112.jpg",[],[1263],"AAkwinVtl1c",[],[1266],{"@context":1267,"@type":1268,"name":1146,"description":1269,"keywords":1270,"image":1182,"url":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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. 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Why automated processes are a boon for creativity.","\u002Fassets\u002FProjekte\u002Floud\u002FSalomon%20FoodWorld%20Produktkatalog\u002F919\u002Fimage-thumb__919__webp\u002FSalomon-Foodworld-Katalog-web-1.b7f4389b.jpg",[],[],"\u002Fassets\u002FProjekte\u002Floud\u002FSalomon%20FoodWorld%20Produktkatalog\u002F919\u002Fimage-thumb__919__mobile-startseite\u002FSalomon-Foodworld-Katalog-web-1.3ed94f36.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FSalomon%20FoodWorld%20Produktkatalog\u002F919\u002Fimage-thumb__919__mobile-project-teaser\u002FSalomon-Foodworld-Katalog-web-1.c1a4d873.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FSalomon%20FoodWorld%20Produktkatalog\u002F919\u002Fimage-thumb__919__mobile-in-the-project\u002FSalomon-Foodworld-Katalog-web-1.2da36260.jpg",{"en":1312,"de":1321},"Salomon FoodWorld – Der Katalog, der sich selbst kocht.",{},{"en":1324,"de":1325},"\u002Fen\u002Fproject\u002Floud\u002Fsalomon-foodworld-when-the-catalogue-updates-itself","\u002Fprojekt\u002Floud\u002Fsalomon-foodworld-der-katalog-der-sich-selbst-kocht",[1327,1328],{"key":75,"title":75},{"key":453,"title":680},[1330,1331,1332,1333,1334],{"key":231,"title":231,"filterGroup":75},{"key":613,"title":614,"filterGroup":75},{"key":448,"title":449,"filterGroup":75},{"key":618,"title":618,"filterGroup":453},{"key":1335,"title":1335,"filterGroup":453},"rapid-prototyping"]