Pop-up concept &
Retail concept for brand reorientation
For the Austrian manufacturer of micronutrient food supplements Biogena we have been commissioned to create a concept for the pop-up store in Frankfurt’s city center. This marks the first time Biogena enters the German market and is in the process of brand reorientation. We created a retail concept and store branding with an ‘event’ feel, which presents Biogena’s range of natural products while also emphasizing its company values regarding sustainability. Directly upon entering the shop, customers feel the shop’s calm and
atmospheric ambience. The few but effective elements accentuate the brand’s closeness to nature, purity, and clarity: Shelves made of untreated raw wood, simple combed wall plaster, muted shades of gray, plain wooden stools and screed with transparent coating provide a look both futuristic and close to nature. Large-format, black-and-white landscape motifs on canvas serve as unpretentious eye-catchers in the store and contribute to the authentic and reduced ambience.