Results of the official Berlin store’s European tour
“Pop into Berlin”: New format for Berlin city marketing
Berlin, 15 December 2015 This autumn’s successful tour of European capitals by the visitBerlin pop-up stores in cooperation with Berlin Partner für Wirtschaft und Technologie finished up this past week in Paris. The pop-up shops marketed the German capital in Stockholm, London, Amsterdam, Vienna and Paris. The stores were open for just a week in the centre of each of these five European capitals in the period between 21 September and 12 December. The shops presented the creative products offered by 16 Berlin labels and the innovative technologies of five Berlin start-ups. As a brand ambassador and advertising space for Berlin, a place for networking with business representatives, and a hotspot for those on the lookout for new trends, the official Berlin shops proved to be a successful marketing platform.
Burkhard Kieker, CEO of visitBerlin: “The stores were the trial of a new form of city marketing in five major European cities. We and our business partners were greeted with a lot of local interest. The stores were a platform for the whole city. Overall, we exported 308 hours of authentic Berlin to five other cities.”
Andrea Joras, Managing Director of Berlin Partner für Wirtschaft und Technologie: “We presented Berlin’s strengths as a centre for business and technology together with innovative start-ups. They show Berlin’s role as a centre for start-ups and the digital world, which is a major reason why more and more established companies are moving to Berlin. Our bottom line: Berlin has once again claimed its spot on the map of Europe as a major capital, a liveable city, and a city of opportunities.”
The “Pop into Berlin” tour travelled this year to countries that are among the strongest foreign markets for Berlin tourism. Numerous opportunities for cooperation and exchange came about with local companies in each city. The partners involved at the different locations were offered a good opportunity to develop new markets for their products, establish direct contacts, and expand their own networks.
Open for just 33 Days
The pop-up stores may have only been open for 33 days and 308 hours, but their impact was magnified many times over. With approximately 1,000 customers a day, the shop in Shoreditch, London had the greatest foot traffic. Each store offered some 350 different products for sale. The tour was accompanied by 38 events attended by 1,957 people. Also present was the teledisko, the world’s smallest disco, which hosted more than 500 parties in a space the size of a phone booth.