Spring inspiration & new designer look – Breuninger launches innovative brand …

E.Breuninger GmbH & Co.

Spring inspirations & new designer look - Breuninger launches innovative brand campaign and presents the latest fashion collections in virtual worlds / Spring / Summer 2022

Stuttgart (ots)

  • With a modern, innovative and digital campaign production and history, the fashion and lifestyle company Breuninger is once again positioning itself as the multi-channel destination for premium and luxury fashion.
  • For the start of the spring / summer 2022 season, an integrated campaign was developed with two different, audience-oriented versions for Germany, Austria and Switzerland in one of the leading virtual production studios.
  • Inspiration, identity and coherence are reflected in the two campaign strings “Beauty of Spring” and “Eternal Spring”, represented by nine European talents. The campaign starts on April 4, 2022.

There is hardly a season that inspires the fashion world as much as spring. In his new spring / summer campaign, Breuninger captures the fascination of the colorful and multifaceted season in a sensual and expressive way. In addition to the latest designer looks from Dolce & Gabbana, Givenchy, Isabel Marant, Jacquemus and Zimmermann, exclusive jewelry creations from selected designer and new brands such as Bvlgari, Tiffany, Tilly Sveaas and Ariane Ernst will also be on display for the early summer, all available at stimulate and inspire individual development of style.

The campaign

The core of the campaign is the innovative production method Extended Reality, by means of which a dreamy backdrop was created, where real creatures and objects meet virtual creatures and objects. The depth of the imaginary space created in this way takes the viewer into an inspiring spring world. In the first part of the campaign, into a refreshing, lush green garden landscape (“The Beauty of Spring”), reminiscent of Impressionists like Monet, and in the second part of the campaign into an optically progressive meadow and playing with the reflections of water that mimics a bright spring day (“Eternal Spring”).

The connecting, virtual key element of both campaign formations is a blue butterfly designed by renowned French illustrator Pierre Mornet. Translated into a digital 3D animation, this inspires the early summer spheres around the nine campaign talents around fashion and beauty models Lorena Rae, Julia Banas and Stuttgart ballet soloist Matteo Miccini. At POS, the blue butterfly proves to be inspiring in windows, in the shop and as an installation in the atrium of the Breuninger shops.

“This innovative and hybrid campaign production, where real and digital worlds merge, creates a unique form of communication that acquires a very special fascination. In connection with the underlying narrative of the varied early summer season, we have succeeded in creating a new brand. Identity for Breuninger creators who surprise and inspire, “says Carsten Hendrich, Chief Brand Officer at Breuninger.

The campaign’s central communication element is the campaign film of 20 or 15 seconds, which is shown on TV and all relevant digital channels and is complemented by print, out-of-home, DOOH and Breuninger’s own channels. In addition, social media channels like Snapchat and Instagram play a central role. The campaign can be seen on breuninger.com from 4 April 2022 and on TV from 19 April 2022. Highlights from the new designer collections involved can also be seen on 5 April 2022 at 19.00 in the campaign-accompanying “Digital Fashion Show” on breuninger.com.

Virtual studio sets the stage for the new Breuninger campaign

As the first fashion customer ever, Breuninger produced his new campaign in Europe’s leading “virtual production” studio, the Hyperbowl production area in Penzing near Landsberg am Lech, using the so-called “metaverse”, the extension of reality to digital. space, for its brand staging. On a 500 square meter LED surface, digitally created fantasy worlds merge with reality. Hyperbowl is one of the few studios that has a high-resolution LED ceiling, which makes recordings in a water basin possible.


Pictures, videos and other information about the production of the fire campaign can be downloaded here

Click here to access the “Beauty of Spring” and “Eternal Spring” promotional threads.


All photos were taken in accordance with government guidelines on COVID-19 applicable to the place of production at the time of shooting. All safety precautions have been taken on site to ensure that each person depicted complies with COVID safety precautions.

Press contact:

Breuninger Corporate Communications
Marktstrasse 1-3
70173 Stuttgart
Phone: 0711/211 2100
Email: medien@breuninger.de

Original content from: E.Breuninger GmbH & Co., transmitted by news aktuell

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