USP Partner creates wine atelier for Coop Mondovino

The aim was to create a place that reflects the carefree and enjoyable attitude to life that normally accompanies the enjoyment of a glass of wine and where Coop's wide range of products can be presented to the target group in an appealing way.

A modular brand presence was designed that takes into account the different sizes and shapes of retail spaces. A "wine cellar" was created that takes up the form and material language of Coop's wine caves and presents the fine products in a high-quality, prominent and atmospheric way.

There is also plenty of presentation space available to demonstrate the wide range of products at the POS and to sell wines directly from the surface. There is also a wine bar at the center of the store, where customers can taste the wide range of wines in a pleasant atmosphere. The presentation is rounded off by a well thought-out visibility concept, which also provides the necessary flexibility in communication through interchangeable branding.

After completion of the conception, creation and production phase and a successful test and initial implementation by USP at the end of 2023, the Coop Mondovino Wine Atelier has been touring selected Coop shopping centers throughout Switzerland since the beginning of 2024 as part of a nationwide campaign. On behalf of Coop, USP is taking care of project management and store coordination, as well as ensuring the logistics, including set-up and dismantling, and also providing support with staff who have received comprehensive training in advance together with the Coop wine experts to prepare them for their assignments.

Responsible at Coop: Sylvia Berger (Category Manager Wines/Foamy Wines), Julia Gürtler (Project Manager Wine Atelier). Implementation: USP Partner (overall project responsibility including conception, creation and ensuring implementation), permanent staff (stand construction and logistics).