TEMPORARY RETAIL CONCEPT
POP-UP STORE FOR MARKET LAUNCH
The Austrian manufacturer of micronutrient supplements is opening a pop-up store in Frankfurt’s city center for its entry in the German market. The Schwitzke Group handled all the steps for the temporary, 40-square-meter space, from developing the design (Schwitzke & Partner), to in-store communications (Schwitzke ID) and turnkey installation (Schwitzke Project). Biogena is re-aligning itself as a brand with its small but fine store with an improvised and eventful character,
with a primary focus on the company’s sustainable values. Effective elements accentuate the brand’s closeness to nature, cleanliness and clarity, creating a harmonious atmosphere: Shelves made of untreated raw pieces of wood, simple combed plaster walls, muted shades of gray, modest wooden stools, and transparent, coated screed create a natural and yet, futuristic appearance. Large-format, canvas-drawn landscape motifs in black and white strengthen the authentic and minimized atmosphere.