Brand Experience Day -
360 degree staging of weltmeister
What does a brand with digital DNA really taste or smell like? And how can it be experienced with all the senses? Together with a host of renowned partners, STRICHPUNKT last Sunday invited the Chinese e-mobility brand Weltmeister – which translates as "world champion” – to the first Brand Experience Day at the Stuttgart premises of the international branding agency.
For a brand to meet today’s requirements, it has to think holistically. A mobility brand like Weltmeister in particular has to be highly flexible and present a coherent and harmonious face – not only on every device, but also to all the senses. And this is what the Stuttgart brand experts wanted to demonstrate.
Of course, experiencing a brand with all the senses also includes stimulating the taste buds in just the right way. So if the brand is already a “world champion,” what could be more appropriate than entrusting a world champion chef with this task? The legendary Munich-based chef Eckart Witzigmann, who was awarded the accolade of “Chef of the Century” by the French Gault & Millau restaurant guide, created and presented a unique menu for the Weltmeister brand, which was served up last Sunday under the direction of Otto Geisel by star cooks Jörg Sackmann (Baiersbronn), Herbert Hintner (Eppan in South Tyrol) and Götz Rothacker (Stuttgart) and enjoyed by around fifty mostly Asian guests. The current “Sommelier of the Year” Jochen Benz (Munich) was responsible for selecting and serving the wine.
“The culinary arts offer endless opportunities for expression. For this occasion, a very special menu was created whose every detail was perfectly attuned to the brand values of Weltmeister and the expectations of the Asian and European palate – and can also be endlessly reinterpreted worldwide for Weltmeister,” said Otto Geisel.
Eckart Witzigmann: “It was fun to engage in creating a sustainable culinary concept for such a sustainable brand. And the feedback from our guests would suggest that we succeeded with flying colours.”
But the STRICHPUNKT Brand Experience Day appealed to all the other senses, too. The “living logo,” which was devised by STRICHPUNKT and acts as the heart of the brand and a personal assistant to customers in the digital world, was visualized in myriad applications by the design agency’s Motion Design team and VR experts. jangled nerves (Stuttgart) showcased innovative space design in a 360-degree screen hub – scalable from a large exhibition stand to an inner-city dealership. The corporate sound for Weltmeister from Tro Music (Berlin) and the presentation of the Weltmeister scent design from Aoiro Airdesign (Berlin) rounded off the sensual brand experience.
Professor Jochen Rädeker, Managing Partner of STRICHPUNKT:“As a branding agency, it is our duty to think far ahead and break new ground with innovative customers. With Weltmeister, we have not only developed a flexible, state-of-the-art corporate design conjured up entirely in the digital world, but also created a whole new, living identity that you can see, taste, hear, smell and feel in the analog world, too. That ‘s what I call truly holistic communication for the digital age.”