At the historic Dallmayr delicatessen in Munich, the storefront displays have been redesigned using digital screens. The solution combines high-quality product presentation with centrally controlled, up-to-date content—visible directly in the urban environment.
Dallmayr Delikatessenhaus is known for its exceptionally wide and high-quality selection of over 6,000 products across 19 departments. The challenge was to present this diversity in the storefront in a way that was modern, flexible, and eye-catching.
Traditional, static displays were only able to convey the dynamism of the product range and the brand’s unique identity to a limited extent. At the same time, the solution had to complement the company’s high-quality visual identity and function reliably even under challenging lighting conditions.
In collaboration with Wedeko, a brand of Bütema AG, a storefront concept was developed that extends digital content into the urban space in a targeted manner. The focus was on a combination of high-brightness display technology, integrated system architecture, and centralized control.
The displays were designed to blend seamlessly into Dallmayr’s corporate design while being fully integrated from a technical standpoint. A key feature is the cloud-based content management system, which enables flexible, cross-location content delivery.
As part of the project, four 49-inch semi-outdoor displays were installed in the store windows. The systems are specifically designed for use in brightly lit environments and ensure consistently clear visibility of image and video content.
The display enclosures were custom-designed to reflect Dallmayr’s brand identity. All cabling and technical controls are integrated within them, creating a clean and sophisticated look.
At the same time, the existing indoor infrastructure was integrated: A total of 32 displays on Bizerba scales are also controlled via the central software. This allows content to be scheduled and customized for different areas.
The system is controlled via Bütema AG's cloud-based digital signage software.
Today, the storefront displays serve as a digital stage for Dallmayr’s product range and brand identity. Content can be flexibly adapted—from product showcases and seasonal themes to current promotions.
Centralized control allows campaigns to be efficiently planned and simultaneously displayed across multiple screens. The combination of exterior and interior communication creates a consistent brand image and strengthens the visual presence at the point of sale.
The project demonstrates how high-quality brand experiences in brick-and-mortar retail can be enhanced with digital solutions without altering the character of the location. Digital storefronts are not viewed as mere technical add-ons, but as an integral part of the customer experience.
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