The textile discounter KiK wants to prove that its range is more diverse and trend-conscious than generally assumed. That’s why he had a huge red container set up at the MediaPark in Cologne’s Neustadt district this Saturday, October 11, 2025. No logo, no indication of what’s inside.
Upon entry, visitors discover an exclusively presented world of products: “Clean, high-quality, minimalist and similar to a concept store,” says KiK. There are also no logos or information about who is behind the campaign on the inside. Only at the exit do visitors find out that all products come from the KiK range.
KiK presents itself as “clean, high quality, minimalist”
“We wanted to consciously play with expectations,” explains Sebastian Hense, Head of Marketing & CRM at KiK, in a statement. “Many people have a fixed image of what they expect in a discount store. In keeping with our motto: ‘More than you think’, we are turning this image around with the pop-up container and showing that our range is significantly more diverse and trend-conscious than many people assume.”
The campaign is intended to surprise customers and remind them that KiK’s goal is to offer high-quality products and create modern shopping experiences. In fact, you might forget this if you walk into your average KiK store, just before closing time and in a busy location: it often looks like a tornado has swept through the store, with untidy shelves, racks of discounted merchandise that are far too packed, and narrow aisles.
“Fashion doesn’t have to be expensive to look stylish and contemporary. We want to show that our range can keep up with significantly higher-priced brands,” says Verena Gaese, Head of Textiles at KiK. It remains to be hoped that the pop-up experiment will also influence the presentation in stationary retail.
Anyone interested can visit the pop-up container on Saturday, October 11th, from 11 a.m. to 3 p.m. in the MediaPark in Cologne.