On behalf of Steinway & Sons, Bütema AG supported two consecutive pop-up events in Stuttgart and continued to develop a consistent digital signage concept over the course of both years. The goal was to digitally expand the brand universe of this long-established company and bring it to life through various spatial concepts.
In both 2023 and 2024, Steinway & Sons relied on temporary store formats to make its brand, history, and instruments accessible to a wide audience.
Even in the first pop-up store in the Dorotheen Quartier, the focus was on creating more than just a traditional exhibition space. Instead, the goal was to create an immersive experience that emotionally conveys music, craftsmanship, and the brand’s history.
With the evolution into the Steinway Lounge the following year, the focus shifted further toward curated events and live experiences.
Bütema AG developed a digital signage concept specifically tailored for use in premium environments. The focus was on the high-quality presentation of video content and the subtle yet effective integration of digital elements into the store’s design.
In doing so, the approach was deliberately taken a step further: from a more space-oriented approach in the first pop-up to a targeted, focused presentation in the second format.
A total of six displays were equipped with Bütema AG’s digital signage software at the 2023 pop-up store. These displays were used to present high-quality video content that conveys the history, craftsmanship, and artistic dimension of Steinway instruments. The displays complement the physical presentation and add depth to the content within the space.
In the subsequent 2024 iteration, the Steinway Lounge, the focus was on a more targeted presentation of individual content. Here, Bütema integrated a large-format 75-inch display, which was deliberately used as the central digital element.
This display is used to showcase selected content and the accompanying event schedule. This includes, among other things, weekly concerts and special live events such as a SPIRIO CAST event, during which musical performances are streamed in real time.
Through continuous support for both pop-up formats, a consistent digital brand experience was created that can be flexibly adapted to different usage concepts.
While the focus in 2023 was on expanding the exhibition space, the 2024 solution enables the targeted presentation of content and events. In both cases, the digital elements support brand perception without overshadowing the impact of the instruments.
Visitors experience Steinway & Sons as a blend of tradition and innovation—visually supported by high-quality content and clearly placed digital touchpoints.
The project demonstrates how digital signage can be consistently implemented across multiple formats in the premium and cultural sectors. What matters most is not the number of displays, but their strategic integration into the specific spatial and usage concept.
Bütema AG supports such developments not on an ad hoc basis, but throughout multiple project phases—from initial implementation to further development into new formats.
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