Youtopia Store Concept

Youtopia Store Concept

Dan pearlman Erlebnisarchitektur GmbH
Ravensburg , Germany
Project Year

Monkey Business in Ravensburg: Bredl Fashion House Launches Youtopia

Dan pearlman Erlebnisarchitektur GmbH as Designers

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, from Sparkling Jungle to Brave New Brainiac, 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’ and its very own Fliewatüüt. Both signage and graphic elements, apparently created by monkeys, point the way and lead customers deeper and deeper into a world of fantasy.

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.

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