The evening was divided into two main productions which complemented each other in terms of content, space and atmosphere. A multimedia journey through the company’s eventful history was the kick-off for the evening’s programme. At the subsequent talk round, hosted by famous TV host Anne Will, the group’s representative spoke about tradition and future of department store culture. Klaus Wowereit, the Mayor of Berlin, was a guest speaker.
Following the journey through the company’s history, the guests were asked to enter a boulevard. Photographs and quotations by staff and customers illustrated this symbolic path into the future and charged it with emotion. The anniversary campaign’s key visual, a golden shopping bag, served as a projection area for media recordings and led to Maritim Hall. Contours of Karstadt products on the stage’s semi-transparent curtain symbolized newly created segments of the department store.
Fascination of the Department Store
On the occasion of its 125th anniversary, Karstadt Warenhaus GmbH asked Triad Berlin to present an event for some 1,000 guests as a review of Karstadt department stores’ history steeped in tradition. At the same time, the event was to communicate the new direction of Karstadt’s department store culture. In order to fulfil both requirements, Triad organized a gala as a rousing departure into the future. The highlight was a musical, which Triad had created especially for this occasion.
*In May 2007 KarstadtQuelle AG rebranded itself Arcandor AG. Karstadt Warenhaus GmbH is hundred per cent subsidiary of Arcador AG.
*In May 2007 KarstadtQuelle AG rebranded itself Arcandor AG. Karstadt Warenhaus GmbH is hundred per cent subsidiary of Arcador AG.
Gala
Media recordings
Triad’s aim was to create an experience of Karstadt’s tradition and future via the key words of continuity and change on the occasion of the 125th anniversary. For this, Triad designed a historical review of the company’s archive material as a 7-minute multi-vision, bringing contemporary history as well as the company’s history and advertising history to life in film clips and images, accompanied by music from the respective epochs.
Musical
In order to create an experience of the great history of renewal with a little personal story and to portray Karstadt as a congenial companion in life, Triad wrote and produced a musical. A total of 40 musical actors brought the old childhood dream of a night alone in a department store to life on stage. The songs, which had been arranged specifically for this musical, turned the production into a rousing and emotional experience for all guests.
Project map
Javascript is required to view this map.