Mr. Roisch, what was your goal in designing the Astra brand vignette in the Rindermarkthalle?
We primarily wanted to create an emotional response from customers; they should enjoy shopping. The design and with it the visual merchandising are designed to help customers in making a buying decision and thus increase sales. After all, shopping is an emotional activity.
Appealing to consumers’ emotions – how did you translate this into the Astra project?
By creating a high level of authenticity in our design. The beer brand’s long-term bond with the St. Pauli football club is the recurring theme for the concept. The individual shelf sections are based on the look of the club’s locker rooms in the St. Pauli stadium. We also incorporated some “shabby chic” design elements to create a somewhat more down-to-earth look versus what things looks like in reality and align it with the ideas of the fans.