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For Luisa Cerano’s pop-up store in Stuttgart’s Dorotheen Quartier, Bütema AG created a digital experience that blends fashion, art, and technology. The focus was on an interactive presentation of the capsule collection celebrating the brand’s 25th anniversary, as part of the “Augmented Reality goes Fashion” concept.
Luisa Cerano planned a temporary pop-up store for fall 2023 that deliberately goes beyond traditional retail concepts. The exclusive capsule collection was not only to be showcased but also embedded in an artistic context.
In collaboration with artist Monica Menez, “Augmented Reality goes Fashion” was developed as a concept that views fashion as part of an overall visual experience. The store was designed to serve as a retail space, gallery, and gathering place all at once—with a strong emphasis on digital presentation.
The challenge was to technically implement this interplay of fashion, art, and interior design in a way that creates a cohesive, interactive experience without overshadowing the store’s aesthetic.
Bütema AG developed a digital signage concept specifically tailored for temporary use and special presentations in pop-up settings. The goal was to seamlessly integrate digital content into the store design while also enabling interactive experiences.
A setup was chosen that combines both traditional video content and interactive applications, thereby addressing various levels of brand presentation.
Im Store wurden insgesamt elf Digital Signage Displays sowie zwei interaktive Touchspiegel installiert. Die eingesetzten Systeme fügen sich bewusst in das gestalterische Konzept des Stores ein und unterstützen die Verbindung aus Mode und Kunst.
Bütema’s central software solution streams high-quality video and image content that visually showcases the Capsule Collection and Monica Menez’s artistic work.
The interactive touch mirrors add an extra dimension to the experience and directly embody the concept of “augmented reality meets fashion”: Customers can actively explore content and engage with the collection and art in new ways. This creates a fusion of physical products, digital information, and artistic presentation right there in the space.
The pop-up store offers an immersive brand experience that goes far beyond traditional retail spaces. Digital content is not only used for informational purposes but is also strategically employed as a design element.
Customers experience the collection in a curated environment that blends fashion, art, and technology. The systems used support both brand presentation and customer interaction within the space.
The solution demonstrates how temporary store formats can be enhanced and differentiated using digital tools.
Das Projekt verdeutlicht, wie Digital Signage im Premium- und Fashion-Umfeld eingesetzt werden kann – nicht als reine Werbefläche, sondern als integraler Bestandteil eines ganzheitlichen Storekonzepts.
Die Verbindung aus kuratiertem Content, interaktiven Elementen und abgestimmter Hardware schafft ein Erlebnis, das über den klassischen Point of Sale hinausgeht und neue Formen der Markenkommunikation ermöglicht.
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