The KaDeWe Group launched the campaign 'Symphony of Euphoria' in KaDeWe, Alsterhaus and Oberpollinger. The visuals, designed with virtual, CGI nature worlds, focus on life blossoming and the feeling of new beginnings. In addition to visual merchandising elements in the stores and the exclusive design of the shop windows, the campaign comprehensively shapes the new edition of KaDeWe's own print and online magazine as well as social media channels. Symbolic elements of spring unite to create a composition of pure euphoria, which is expressed in the 34 campaign images and accompanying video clips photographed by the artist duo Synchrodogs.
Within the flourishing, hyperreal nature worlds ‘Sky & Air’, ‘Sun’, ‘Flowers & Plants’ and ‘Water’, a harmonious composition of the elements is created, which calls for leaving the dreariness of the winter months behind. The CGI artist expresses the respective key elements in its colourfulness and details and at the same time elevates the newest fashion. The new spring collections play with renewal and new beginnings, with casualness and sportiness. Light holiday styles and soft pastel shades are presented in contrast to robust denim, cargo pieces and ‘Berghain Black’. For women, the focus is on newcomers such as Coperni, Anna October, Pleats Pleas or Iro, while stylist Niki Pauls relies on strong brands such as Saint Laurent, Tom Ford, Loewe or Gucci for the men to optimally complete the different worlds.
The campaign started with the unveiling of the artistically designed shop windows in the three department stores on 6 March 2023 and runs until the 2 April 2023. In the window displays the nature worlds in connection with ready-to-wear pieces are presented with the help of the four design themes ‘Infinity Room’, ‘Column Room’, ‘Tiles’ and “Diamonds’. Fresh flower arrangements complete these areas. The campaign is accompanied by the customer magazine, which extends the shopping tour all the way home. On the newly launched TikTok account of KaDeWe, fans can experience the spirit of the house regardless of their location, be inspired by the new collections and follow creators as they present products in an experience-oriented way. The new looks can also be explored via the KaDeWe web shop and conveniently ordered home.