Cannes Lions

DIY & HOME IMPROVEMENT SUPERSTORES

HEIMAT, Berlin / HORNBACH BAUMARKT / 2009

Awards:

2 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Execution

We founded the HOUSE OF IMAGINATION, an old empty apartment building in the middle of Berlin and asked 12 international artists to turn the standard living rooms provided into amazing, bizarre, fantastic experiences. The artists were sound and interior designers, Kitsch enthusiasts, performance artists, etc.Besides the interesting exhibition, we installed a permanent night/music club beside an avant-garde restaurant which turned the HOUSE OF IMAGINATION into a place to be in Berlin.We aimed at a total of 10,000 people during the two weeks. We aimed at another proof that there is only DIY Store Chain that matters.

Outcome

More than 2,000 people attended the official opening, which once again put Hornbach on the map of D.I.Y. and cultural life in general.The event drew attention worldwide and made Hornbach stand out from the massive field of competitors who are normally focused on low prices.In total 18.000 people showed up to see the HOUSE OF IMAGINATION exhibition. Sales at the 11 Berlin Hornbach Stores increased by 30% shortly after the massive press echo and word of mouth.

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