The fashion label bugatti from Herford translates the spring/summer 2026 campaign theme “Capri” directly to the point of sale with around 35 pop-up areas. Under the motto “Ho voglia di Capri”, a summery brand world is being created by selected retail partners that combines a Mediterranean lifestyle with a high-quality, modern retail presentation.
The areas are characterized by light materials, travertine looks, Mediterranean decorative elements such as lemons and large-format campaign motifs. In combination with a reduced presentation of goods in natural tones and shades of blue, a curated shopping environment is created that goes beyond pure product presentation. Two variants are used – bugatti Main and bugatti Gold – tailored to the respective collection lines.
The pop-up areas will be placed in Germany, Austria, Switzerland and Italy with strategically important partners such as Loeb Bern, Baltz Bochum, Braun Moers, La Rinascente Italia as well as in selected top locations of Wöhrl and Peek & Cloppenburg Düsseldorf. The rollout started in mid-February and will run as a roadshow until June. Additional POS activations, such as limoncello bars, ensure additional attention and frequency.
The results so far show increased brand awareness, positive sales figures and a strong response from retailers.
“With the pop-up areas, we consistently bring our campaign idea to the point of sale and create an emotional connection between brand, product and customer. Our aim is to offer trading partners not just goods, but a holistic experience that creates frequency and has a lasting effect,” adds Florian Wortmann, Chief Brand & Commercial Officer at bugatti.
The pop-up concepts also serve as a source of inspiration for long-term space solutions and underline the importance of emotional brand presentation in wholesale.
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