ECCO – emotional brand staging at the POS meets high-involvement
In November last year, a pop-up store in Munich’s prime location opened for a limited period of time. Ecco then presented its portfolio in the Schuster sports store in Munich, both in the large shop windows almost 10 metres long and in the store itself on an area of around 40 square metres.
The brand identity was based on the idea of taking customers on a journey through Europe. The scenery in the shop window tells of hiking, great city trips, climbing and mountaineering – the protagonists are represented by shoes and special accessories, such as real tools. In the house itself, the staging was intensified – specially designed presenters pick up abstract forms of mountains, and the range of use of the products is indicated by different heights and depths. A special highlight is the workbench, which forms the core of the high-involvement concept. All DIYs (do it yourself) are invited there and, with the support of Ecco employees, customers can help themselves – leather bags, spectacle cases and similar beautiful items can be produced. POS kompakt asked Jaromin Hecker from Heckhaus about the unusual retail shop concept.
The Danish shoe label Ecco stands for first-class craftsmanship, elegant design and high-quality leather and breaks new ground in brand communication. The concept and implementation of a new retail shop concept were realised together with the agency Heckhaus, experts for brand staging in space.
POS Kompakt: In November last year, the Danish shoe specialist Ecco opened a pop-up store in downtown Munich. heckhaus was awarded the contract for the implementation. Why should it be a pop-up store? What were the strategic considerations behind this realisation and what did the briefing for the Schon design look like?
Jaromin Hecker: “The main aim of the concept for the Pop-Up Store in Munich was to strengthen and positively document Ecco’s brand image on the German market, as well as to expand the existing target group by a somewhat ‘younger’ one. During the briefing, care was taken to ensure that the background – especially the history and due origin of the brand – was told. It should be emphasized that this is a family business that attaches particular importance to craftsmanship and craftsmanship and produces as sustainably as possible. Due to the temporary opportunity to move into a special location – the old academy on Neuhauser Straße is a historical, beautiful building and also in a prime location – it made sense to establish a pop-up store and to create the possibility to develop a strong appearance independent of the existing retail shop concept.”
In addition to the main actor “Shoe”, the Pop-Up Store also offers an extended range of accessories. How is the space used to present goods in order to achieve maximum impact and what role does the current trend to “emotionalize” brands at the POS play?
J.Hecker: “We encounter the trend – or rather a basic principle for us – of creating an emotional connection to the brand in the pop-up store by creating a holistic brand experience in the room. We tell the story of the company ‘oversized’ on the brand wall, describe the craft and in this way play the basic values equally and make the products tangible.
They are inevitably connected with the development (production) and the brand and are brought closer to customers in an atmospherically relaxed environment with lounge and bardem”.
Following the successful opening of the pop-up store in Munich, a 40 square metre action area and a shop window were implemented over a length of almost ten metres in the Sporthaus Schuster. To what extent did the findings from the pop-up store also influence the staging of the action area at Sporthaus Schuster?
J. Hecker: “Of course, the same brand values that have already been described in the pop-up store are also reflected in the shop window and action area staging at Sporthaus Schuster. Here, too, great importance was attached to the aspect of craftsmanship, with a special product group (outdoor) being placed at the centre, which corresponds to the specialist retailer and his clientele, as well as the special demands of time and space (four weeks of space display must be four more entertaining than, for example, the pop-up store). In addition, campaign motifs and content were supported.
Was the assortment presented in the Schuster sports store changed from the pop-up store and presented with a more sporty focus? What concepts underlie the integration of “Digital Signage” on the action area and the shop window design?
J. Hecker: ” In the workbench we produced ourselves, which was designed to create a ‘real’ brand experience and, supported by Ecco employees, to encourage DIY, we also integrated a touch screen in order to offer interested parties the opportunity to delve even deeper into the subject and get to know the brand. In addition, three monitors were installed in the presentation walls to loosen up the static effect and increase the attraction.”
Heckhaus is a design and planning agency specialising in brand staging in space. The Munich agency stands for the development of an independent, lively design language, for clarity in consulting and for uncomplicated implementation. “Heckhaus about Heckhaus: “We are distinguished by the right mixture of strategic competence and exceptional design. We develop and realise the best design solutions with innovative strength and a feeling for the latest trends”.