The inaugural LAUFEN Space in Berlin, envisaged by designer Konstantin Grcic, serves as a blueprint for a new kind of showroom, one that moves beyond ostentatious displays to embrace cultural exchanges and experimental dialogues.

In collaboration with Creative Director Birgitta Homburger, I contributed towards a content strategy for social media and PR to communicate the transformational change from a ‘show’ to a ‘tell’ philosophy. Our strategy comprised defining key messages and visuals that realigned the showroom's image while uniting local design culture with the brand's heritage to anchor it in Berlin’s creative scene.

We strategically leveraged digital platforms to inaugurate the space. For social media, we created a narrative that featured an immersive visual journey with Konstantin Grcic traversing the space, expounding on the design philosophy, the broader meaning of ‘space’ and the different space areas. A short interview video amplified the narrative and was coupled with customised personal invitations to exclusive press, VIPs and architects, who could book private visits to the space.

The narrative strategy and design successfully introduced LAUFEN Space Berlin as a dynamic hub for creative exchange and innovation, transforming the brand's image into a captivating story.