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CALIDA adds colour to Westfield Centro – and shows how sustainable high fashion can be

Keyfacts

  • Exclusive co-operations with high fashion and cosmetics labels
  • Extensive media campaign on the UDS in the middle dome
  • Complimentary Welcome Package for targeted promotions

Loungewear, nightwear and underwear lovers take note: Swiss underwear brand CALIDA, best known for unrivalled comfortable looks, is sending a strong signal to retailers when it comes to sustainability. In July 2021, the underwear label opened its first pop-up store exclusively at Westfield Centro Oberhausen and is fully dedicated to a vision: C•LAB – Wear what’s good!

Sustainable shopping at C•LAB is worth it: a one of a kind shopping experience guaranteed

The exclusive pop-up store occupies the former premises of the fashion label Colloseum until March 2022. And it’s impossible to miss – not least because of the striking colour scheme: The strong sunny yellow of the interior in the rear store area makes the entire showroom glow. The warm atmosphere harmonises perfectly with the open room concept and invites you to come in and linger. Casual stools can be found at the back of the room, with a few items of clothing hanging from discreet clothes rails. A minimalist but cosy store.

But what is so special about this new pop-up shop, apart from its unique look? Quite simply: CALIDA has taken a completely new approach to its product range. In order to offer customers a special selection of sustainable products, the label has established exclusive high-fashion partnerships with the most popular trend brands such as Viktor&Rolf, FTC Chashmere, Junglück and Swedish Stockings. Besides high-quality clothing for him and her, the range also includes sustainably produced cosmetics. This and the individual design of the pop-up inspire curious centre visitors alike. And there are more than enough of them at Westfield Centro Oberhausen – 15 million a year to be exact.

Extensive digital media campaign on the UDS in the central dome of the Westfield Centro.

The flagship destination is known for unique and unforgettable brand experiences and is always worth a visit for fashionistas. A truly unique atmosphere that also attracts many potential customers of the lingerie label. To draw their attention to the new, limited-time offer, CALIDA received a special welcome gift: an exclusive package that includes social media posts, a homepage slide and various articles. And even airtime on the “UDS”, the only 360° LED advertising screen in Germany, is part of it. This is how CALIDA reaches underwear fans everywhere – no matter where they are.

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