bugatti brings "Capri" campaign with pop-up areas to the POS
The Herford-based fashion label bugatti is translating the spring/summer 2026 "Capri" campaign theme directly to the point of sale with around 35 pop-up spaces. Under the leitmotif "Ho voglia di Capri", a summery brand world is being created at selected retail partners that combines a Mediterranean lifestyle with a high-quality, modern retail setting.
The areas are characterized by light materials, travertine looks, Mediterranean decorative elements such as lemons and large-format campaign motifs. In combination with a reduced product presentation in natural tones and shades of blue, a curated shopping environment is created that goes beyond pure product presentation. Two variants are used - bugatti Main and bugatti Gold - coordinated with the respective collection lines.
The pop-up areas will be placed in Germany, Austria, Switzerland and Italy at strategically important partners such as Loeb Bern, Baltz Bochum, Braun Moers, La Rinascente Italia and in selected top locations of Wöhrl and Peek & Cloppenburg Düsseldorf. The rollout started in mid-February and will run as a roadshow until June. Supplementary POS activations, such as limoncello bars, ensure additional attention and frequency. The results so far show increased brand awareness, positive sales figures and a strong response from retailers.
"With the pop-up spaces, we are consistently bringing our campaign idea to the point of sale and creating an emotional connection between brand, product and customer. Our aim is to offer retail partners not just merchandise, but a holistic experience that creates footfall and has a lasting effect," adds Florian Wortmann, Chief Brand & Commercial Officer at bugatti.
The pop-up concepts also serve as a source of inspiration for long-term space solutions and underline the importance of emotional brand staging in wholesale.
Herford, 04.05.2026
Press contact:
bugatti GmbH
Tanja Bobel
Hansastr. 55
D - 32049 Herford
+49 5221 884 - 127 (Tel.)
E-mail: t.bobel@bugatti.de
Mobile: 0160 707 8567
Media on the topic
No downloads available.
Read more
Herford, January 7, 2026 - Herford-based fashion manufacturer bugatti is strengthening its digital management team: Kim-Katrijn Witzger has been the new Head of E-Commerce since January 1, 2026. Sh...
Herford. bugatti Holding Brinkmann GmbH & Co. KG, based in Herford, performed well in the 2025 financial year in a challenging economic environment. The Group generated sales of 191 million euros -...