Website Unibail-Rodamco-Westfield

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High-performance premiere: Opening of the BALR. Flagship Store in the Centro

Key Facts

  • Targeted media campaign for the opening of the flagship store
  • Use of the wide variety of unique advertising media in the centre
  • Black Porsche on the spacious promotion area

A Porsche in the middle of the Centro: for the opening of its first shop in Germany, the fashion and lifestyle brand BALR. opted for a supercharged appearance. But the Dutch luxury brand from Amsterdam was sure to attract the undivided attention of curious mall visitors thanks to more than just the matt black luxury car. The label founded by professional footballer Demy de Zeeuw also took advantage of the unique advertising opportunities of the popular shopping and leisure centre to celebrate the store opening in a fitting manner. For a good two weeks, the four capital letters and the striking black and white design accompanied visitors as they made their way through the spacious shopping streets.

Luxury brand moves into stylish store

Every year, 15 million shoppers stroll through the Centro and the highly frequented area between the Central Dome and the Coca-Cola Oasis. This is exactly where the luxury brand has had its flagship store since November 2019. With the impressive campaign, BALR. attracted many interested people to the attractively designed shop. Since then, they have gained an exciting insight into the noble life of a professional footballer off the pitch.

Trips to the hottest locations around the globe, exclusive parties and fast sports cars: the brand conveys a noble lifestyle and equips its fans comprehensively for it. The extensive range includes stylish clothing, cool accessories and high-quality must-haves for unforgettable trips. The former Dutch international and his two business partners Juul Manders and Ralph de Geus are aiming to appeal to a young, affluent audience with their range. Their motto is: Work hard to make your dreams come true.

Successful start in German retail

In order to introduce the label, which until then had been known mainly online, to stationary German retail, the founders left nothing to chance: they placed advertising media with the simple yet striking logo on escalators, at the entrances and on the numerous large screens of the shopping centre. The UDS, the “Unexpected Digital Signature”, the only 360° LED advertising medium in Germany, attracted a lot of attention. It has already been part of many different crowd-pulling campaigns in the Centro and also helped BALR. get off to a successful start.

Of course, such attention-grabbing advertising and promotional opportunities are also available to other retailers and brands. Whether it’s events for product presentations, pop-up stores or stands for brand staging: in the Centro you are sure to attract the attention of your target group.

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