Youtopia, a place for dreams where anything is possible. A fantasy world for presenting fashion innovatively and whisking customers away on a voyage of discovery. For the very first time, the team at dan pearlman took a fictional idea and transformed an entire four-storey department store into a bona fide adventure on approximately 1000 square metres of floor space. The monkey finally got its due when the newly designed Bredl Fashion House opened its doors on March 15, 2013. In the lead up to the big day, curious events heralded the coming of a new dynamic attraction in Ravensburg. Here, each floor tells its own story, casting a spell over young target audiences. Waiting to be discovered at every corner are astonishing features like the store’s own photo booth ‘Photopia’ or the ‘Monkey Lounge’. The communications campaign also reflected a similar approach. In the lead up to the big event, this included a countdown on Facebook, a map with monkey sightings and the latest activities of the primates in Ravensburg, and finally reached its peak on opening day with parkour practitioners and monkey drinks.
Before dan pearlman could work on the overall design concept for the 1000-sq.metre space, the challenge of a complete makeover of the ‘bredl for you!’ brand awaited. dan pearlman’s strategic planning unit took on this challenge and, after conducting a detailed customer needs analysis, laid the groundwork for generating the new, company-specific brand values: bold, familiar, inspiring. Going on these ideas, it was possible to come up with the fashion house’s new brand name: Youtopia, a place for dreaming, where anything is possible. A unique destination with a unique vision for the target audience that offers something special for everyone. At the same time, the basis was set for developing and implementing the interiorand graphic design elements. With this concept Youtopia was the winner of the Iconic Award in 2013 and got an entry to the final of the Leaf Interior Design Award in the same year.