Birkholz Presents Satin Vanilla
To buy a product, you must first experience it.
This is the essence of retail events: creating brand experiences directly at the point of sale. On November 21st, we brought this concept to life for our client Birkholz at KaDeWe Berlin – one of Europe’s most prestigious department stores – with the launch of the Satin Vanilla fragrance, attended by over 80 special guests.
Retail Events: Real-Time Communication Has Changed the Rules. In the past, launch events were typically held exclusively for journalists. Social media has reshaped these boundaries, with editors, influencers, and VIP customers now frequently invited to events together. This makes selecting the right location more important than ever.
When a brand and retailer align perfectly, powerful synergies emerge: a retail event draws attention to both the brand and the store. The key lies in execution – a seamless blend of brand aesthetics and engaging interaction. For Birkholz, this was achieved through personalized fragrance consultations and elegant pop-up elements.
We were delighted to see follow-up coverage of Birkholz in Glamour, Marie Claire, Approved, Cosmopolitan, and more!