- With a contemporary, innovative and digital campaign production and story, the fashion and lifestyle company Breuninger is once again positioning itself as the multichannel destination for premium and luxury fashion.
- For the start of the spring/summer 2022 season, an integrated campaign with two different, target group-oriented versions for Germany, Austria and Switzerland was developed in one of the leading virtual production studios.
- Inspiration, identity and connection are reflected in the two campaign strands “Beauty of Spring” and “Eternal Spring”, represented by nine European talents. The campaign starts on April 4, 2022.
There is hardly a season that inspires the fashion world as much as spring. In its new spring/summer campaign, Breuninger captures the fascination of the colorful and multifaceted season in a sensual and expressive way. In addition to the latest designer looks from Dolce & Gabbana, Givenchy, Isabel Marant, Jacquemus and Zimmermann, exclusive jewelery creations from selected designer and newcomer brands such as Bvlgari, Tiffany, Tilly Sveaas and Ariane Ernst will also be on display for early summer, all of which are available at the stimulate and inspire individual development of style.
The campaign
The core of the campaign is the innovative production method Extended Reality, with the help of which a dreamy backdrop was created in which real creatures and objects meet virtual creatures and objects. The depth of the imaginary space created in this way takes the viewer into an inspiring spring world. In the first strand of the campaign, into an invigorating, lush green garden scenery (“Beauty of Spring”), reminiscent of Impressionists like Monet, and in the second strand of the campaign into an optically progressive meadow and playing with the reflections of the water, imitating a bright spring day (“Eternal Spring”).
The connecting, virtual key element of both campaign formations is a blue butterfly designed by the well-known French illustrator Pierre Mornet. Translated into a digital 3D animation, this inspires the early summer spheres around the nine campaign talents around the fashion & beauty models Lorena Rae, Julia Banas and the Stuttgart ballet soloist Matteo Miccini. At the POS, the blue butterfly makes an inspirational appearance in windows, in-store and as an installation in the atriums of the Breuninger stores.
“This innovative and hybrid campaign production, in which real and digital worlds merge, creates a unique form of communication that acquires a very special fascination. In connection with the underlying narrative of the varied early summer season, we have succeeded in creating a new brand identity for Breuninger create that surprises and inspires,” says Carsten Hendrich, Chief Brand Officer at Breuninger.
The central communication element of the campaign is the 20 or 15-second campaign film, which is shown on TV and all relevant digital channels and is supplemented by print, out-of-home, DOOH and Breuninger’s own channels. In addition, social media channels such as Snapchat and Instagram play a central role. The campaign can be seen on breuninger.com from April 4, 2022, and on TV from April 19, 2022. Highlights of the new designer collections involved can also be seen on April 5, 2022 at 7 p.m. in the campaign-accompanying ” Digital Fashion Show” on breuninger.com.
Virtual studio sets the stage for the new Breuninger campaign
As the first fashion customer ever, Breuninger had his new campaign produced in Europe’s leading “virtual production” studio, the Hyperbowl production area in Penzing near Landsberg am Lech, and thus uses the so-called “metaverse”, the extension of reality into digital space , for its brand staging. On a 500 square meter LED surface, digitally created fantasy worlds merge with reality. Hyperbowl is one of the few studios to have a high-resolution LED ceiling, which makes recordings in a pool of water possible.
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NOTE TO EDITORS:
All images were captured in accordance with government guidelines on COVID-19 applicable to the production site at the time of capture. All security measures have been taken on location to ensure that every single person depicted is in compliance with COVID safety measures.
E. Breuninger GmbH & Co.
The fashion and lifestyle company Breuninger was founded by Eduard Breuninger in 1881 and is now one of the leading multichannel department stores in Europe. With an exclusive selection of international designer brands and selected newcomer brands, Breuninger has been setting high standards in the areas of fashion, beauty and lifestyle for 140 years. The online shop www.breuninger.com, launched in 2008, is one of the most successful in the premium segment and is also available in Austria, Switzerland and Poland. In addition to a sense of style and a flair for trends, Breuninger stands for a pronounced customer orientation: Service offers such as the special service, the in-house bespoke studio, click & collect and online reservation, the in-store order service and the shuttle service ensure a unique shopping experience both stationary and online. In Germany and Luxembourg, 13 houses with around 6,500 employees now belong to Breuninger. The opening of a Breuninger department store in Hamburg is planned for 2023./p>