- Octagonal promotion areas
- Parallel campaign across several URW centres
- Promotion complementing existing shops
There are colourful times ahead at a number of Westfield shopping centres in Germany and Austria as luxury brand Swarovski launched its new campaign in November featuring stylish octagonal pop-up booths at Westfield Centro in Oberhausen and in the two Viennese malls of Westfield Shopping City Süd and Westfield Donau Zentrum. The brand is already an integral part of the retail line-up in all three centres, and now, for a period of three months, the popular crystal jewellery can also be purchased outside the shops themselves.
8 corners, 4 colours
The kiosks are all about dressing up and adding beautiful jewellery. Their design is reminiscent of high-quality hairdressing or make-up salons decked out in splendid colours. In fact, colour is a central aspect of this unusual campaign, with the dainty sales spaces decorated entirely in the new Swarovski brand colours of green, yellow, pink and blue. The sales floors are framed by two large octagonal superstructures, with small, colour-coordinated presentation tables putting the finishing touch to the stylish atmosphere.
The most striking highlight of the stand design, however, are the unique multi-functional octagonal displays which carry images of the world-famous Swarovski swan, the symbol of the luxury brand, and also act as image projection and product presentation surfaces. The shelves inside offer adequate space for displaying the magnificent crystal creations, and campaign posters adorn the inside surface of the open door, attracting additional attention from passing shoppers. Interested visitors are also able to obtain advice and guidance on the sparkling jewellery pieces from experienced professionals in attendance.
Extra point of contact in each centre
The company is already an established tenant in all the URW centres involved, and is using additional sales booths for the first time in this campaign, ensuring a high brand presence in a central location and providing an additional point of contact for gift shoppers, especially during the Christmas season. Indeed, the campaign outlets even required special building alterations at Westfield Shopping City Süd, with the URW team removing some permanent fixtures to create adequate space and thus the perfect environment for the brand.