Summer temperatures, bright sunshine and the best beach club atmosphere: On May 26th, Calzedonia invited people to the Cologne beach club “km 689” and transformed the location into a brand world full of summer vibes, good mood and Italian attitude to life. The label celebrated its anniversary together with Heidi Klum new collectionthe launch of the Germany-wide campaign with Heidi and the opening of the Calzedonia Summer Club. From May 27th to June 28th it will be open to visitors in “km 689”. Visitors can look forward to beach vibes, drinks & food, a Calzedonia Pop Up and a real brand experience. Yesterday’s opening event will be remembered by the guests for a long time.
In the afternoon, Heidi Klum conducted interviews with selected press representatives in the exclusive Calzedonia pop-up store within the beach club. At around 5:00 p.m. she was officially welcomed by Calzedonia Germany Managing Director Lavinia Citerei during a welcome speech and received on the red carpet under a large flash of flashlights. Heidi, who appeared confident, approachable and in a good mood as usual, took time for selfies and personal conversations with the guests, which also included Thomas Hayo, the presenters Rebecca Mir, Marlene Lufen and Jana Azizi, singers Sarah Engels and Alicia Awa Beissert as well as content creators such as Farina Opoku, Jessica Haller, Xlaeta, Maren Wolf and Laura Maria Rypa. Of course, numerous GNTM candidates from the current season were also present. For example, Anika Kopfer, Luis Noel Flugel and Julia de Boer. But former participants such as Ida Kulis, Grace Zak, Dascha Carriero and Daniela Djokic also didn’t miss the opportunity to celebrate with Heidi.
The mood was exuberant and positive throughout the evening. People danced, laughed and celebrated with summer beats from the DJ, an Italian live act as well as flying food and refreshing drinks.
The focus of the event – alongside star guest Heidi – was the new Calzedonia beachwear collection, which will be presented in a specially designed pop-up store within the beach club. Heidi Klum herself also wore a bikini top from the current collection under her dress, once again underlining the modern, self-confident spirit of the brand. Guests also had the opportunity to choose their favorite model in the bikini studio and have it personalized.
With great attention to detail, Calzedonia has transformed the beach club km 689 into a summery brand world that can be experienced. Models in iconic beach looks on sun loungers and a lifeguard in a Calzedonia look underlined the creative storytelling of the concept. The experience was complemented by a retro photo booth, a fine line tattoo station with summery motifs, a postcard kiosk campaign and a pop-up counter from cooperation partner SOLERO. First there were iced matcha drinks, later sweet desserts with the new SOLERO drops. The evening was rounded off with lovingly put together goodie bags.
With the Takeover beach club, Calzedonia impressively shows how modern brand presentation works today: emotional, tangible and approachable. The event combined fashion, entertainment and community into a holistic summer experience and conveyed the essence of the current campaign in an authentic way – full of lightness, positive energy and a real beach feeling.