Staging brands emotionally and successfully

Paradise for chocolate lovers: Lindt & Sprüngli store on the Jungfraujoch."Neither the latest product nor the best price is enough to influence a sustainable purchasing decision by potential customers," explains Gülsüm Aykol, responsible for brand communication at Habegger AG. "In recent years, the demands on the innovative and contemporary character of a brand have also increased. In many cases, traditional store solutions are no longer able to inspire because visitors expect much more, namely an emotional experience," says Aykol. Habegger AG, a service provider for event and architectural staging, can draw on a large pool of possibilities for this, which it calls "Digital Interior".Technology is becoming increasingly importantNo memory without emotions. The brain remembers in context. If there are no emotional triggers, there is no reason why a visitor should remember, emphasizes Aykol. There are therefore several aspects that should be taken into account when designing a store. Firstly, the story must be true. It should be emotional and strong, surprising and inspiring the visitor unexpectedly. Secondly, stories must also be well packaged. Technology plays an immensely important role here. "As a long-standing technology service provider, we know what technical media is needed to successfully stage brands in a space. Multimedia installations such as LED screens, iPads or multi-touchtables, for example, can be used to create interaction between the brand and visitors to a store. A third point is the architectural design of rooms. The use of colors and shapes should also reflect the customer and brand promise that a store wants to deliver with its store design," says Martin Bärtschi, Head of Product Development at Habegger.Experience and enjoy chocolateThe Lindt & Sprüngli store on the Jungfraujoch is a successful example of how shopping and experience can be optimally combined. The aim was to create a unique sales area for chocolates against a unique natural backdrop. It was intended to present the company as a chocolate manufacturer steeped in tradition and offer visitors added value. The result is impressive. The sales area was expanded with an experience exhibition, creating an emotional experience. The exhibition provides an insight into the production of Lindt chocolates using interactive models and animated images. At the same time, visitors can enjoy and, of course, buy the fine chocolates in the store next door. As general contractor, Habegger was responsible for the conceptual, technical and structural implementation, including the dramaturgical staging of the experience exhibition.Impressive appearance for traditional hotelBringing a traditional building that is a listed building gently into the modern age is an exciting and challenging task. The example of the complete renovation of the Hotel Wartmann in Winterthur, which is now in its fourth generation of management by Rolf Wartmann, shows that this can be achieved. The contract for a new logo and corporate identity (CI) was awarded to the company Decollage. Frontwork was responsible for the interior branding and the production of the wall and niche images. In the form of photo collages, they show excerpts from the old and new Winterthur. The murals in various sizes are an attractive eye-catcher in the lounge, corridors, seminar rooms and guest rooms. The high level of customer satisfaction led to further work and orders. These included grids for the scaffolding, tarpaulins for the construction wall, various paper prints, a reception desk, LED contour lighting in the entrance area and exterior branding - including obtaining the relevant permits. At the same time, the Hotel Wartmann joined the Best Western chain. In collaboration with various departments, Frontwork implemented the sophisticated CI strictly in accordance with the requirements of the American group. Anyone who strolls through Winterthur today and sees how the Best Western Hotel Wartmann shines in new splendor will witness a unique transformation.Author: Sabine Flachsmann