In giving BIKINI BERLIN a new start, the dan pearlman team completely revamped its visual language and communications content. All concepts followed the central theme of curated shopping. With the Spring Festival in 2015, held during Gallery Weekend in May, ‘art’ was the first of five core themes (music, film, food, fashion). The web presentation on blogs, Facebook, Twitter & Instagram naturally tied into this. With ‘fashion’ as the core theme for Berlin Fashion Week, held from 6-10 July 2015, the destination BIKINI BERLIN’s profile as a concept shopping mall was further honed and established – locally and in the experiences of visitors.
When it comes to inspiring people in a lasting way ad campaigns no longer suffice. Today more than ever, substance, personal relevance and extraordinary experiences are king. Shopping is not about consumption but about connoisseurship. Experiences that inspire were put into practice at the concept shopping mall BIKINI BERLIN. Between the first quarter of 2015 and the first quarter of 2016, dan pearlman has been the lead agency for the entire brand experience. As part of its approach, tenants have been involved in developing the overall brand strategy and the place branding/making concept. The aim was to increase shopper awareness, frequency and conversions into revenue for tenants. With the promise of establishing BIKINI BERLIN as the ‘Host of Creativity’, several thematic categories and other factors were set in place and were then synchronized successively across all channels. Nicole Srock.Stanley in this matter occupied two roles: she was the new communications and marketing director of BIKINI BERLIN in addition to her duties as managing director of dan pearlman, where everything was developed in-house. As part of the POPAI Awards 2016, the strategy was awarded the golden prize in the category „Shopper Marketing“ and a special prize in the category „Retail Lighthouse Project“.
