14
stores
700+
event staff hours
500+
children waved to the mascot
Communicating a quality upgrade in a festive way
Coop had 10 newly renovated stores in Stockholm that had to reopen with a bang. With brand new, fresh stores, the new challenge was to create an experience that would attract visitors and highlight the upgraded standard.
A party with a family theme
The goal from the start was to create a street party atmosphere. We designed a fully branded beverage bar offering cold drinks. Our DJ, with a custom booth, played great music in a branded event tent. A green gala carpet with velvet ropes was rolled out for a true premiere feel. Fresh coffee was served from a mobile event bike around the neighborhood, with flyers inviting people to the store opening. A large gas grill was set up to serve hot dogs, and event staff took turns in a big mascot costume. In short, it was a full-on party from the ribbon cutting, giving the store the grand opening it deserved.
The strategy behind the setup
When we learned that more than 10 stores would be opening, we realized our concept needed to be repeatable. We had to deliver the same event with the same high quality without costs spiraling for each occasion. The selected elements were durable and season-proof, could be set up indoors or outdoors, and were easy to rebrand if messaging changed. A completely custom yet standardized setup proved to be the answer for a recurring event where top quality was needed every time.
A recipe for success
Renovating a large number of stores is a major undertaking that greatly improves the visitor experience. But getting consumers to notice the upgrade is another challenge. This campaign recipe resulted in long lines that lasted throughout the event. The outcome was a constantly full store, with customers experiencing the newly renovated locations in the best possible way.
