Task:Development of a unique store concept for the brand "St. Pauli".

Refinement of the brand independently from the football club.Accompany and communicate the project using different media.

"Paved With History": Original Hamburgian granite cobblestones passes straight from the yard into the salesroom. Like the St. Paulians themselves: Each cobblestone a character of its own with rough corners, hard edges and its own story.A cubic block of black concrete serves as a sales counter. Made from fibreglass reinforced concrete - hard and edged just like the brand "St. Pauli".The shelf system (of folded sheet steel) had to endure the street-hardening event "Boxenrocken": grinding skateboards and rock gigs with smashed guitars. All scratches and scrub marks tell a story and were afterwards preserved with a transparent coating.

Complete customer satisfaction.Great consumer satisfaction.Good media covering.

Sales went up.