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PRESS

02.03.2022

BIKINI BERLIN FOCUS CAMPAIGN 2022: Still life photography for shopping with a clear focus

The new Focus Campaign at the BIKINI BERLIN concept shopping mall will run until the end of March. In four still life images, selected products that encourage mindful consumption have been showcased with expressive headlines. The campaign will be shown on all channels, in-house, out-of-home, online and print.

Putting the spotlight on focus, sharpness, transparency and clarity, the Focus Campaign is extending the concept of the Color Campaign of previous years by exploring the clear attitude of BIKINI BERLIN. The idea behind the campaign was to brighten up the dark and wintry season and get the new year off to a cheerful and colourful start. At the centre of the Focus Campaign are four visuals with products that convey the keywords of the campaign with their reduced, clear and striking visuality and a dash of humour. The Focus Campaign was shot by creative duo Matzo & Matzo – photographer Máté Moro and set designer Borbala Szanto – who have worked for brands like Net-A-Porter, Vogue and Stella McCartney. Striking headlines will appeal to the “flâneurs” strolling around the concept shopping mall and inspire them to enjoy a curated shopping experience at BIKINI BERLIN.

The campaign will be presented in-house on everything from round stickers on the building’s façade, outdoor display cases, signs and posters in the car park. The Focus Campaign will also be communicated in an out-of-home setting with outdoor advertising posters to reach local visitors of BIKINI BERLIN in the areas where they live. And it will also be featured on online and social media channels in organic and ad posts, a Journal post on the BIKINI BERLIN website and a newsletter, not to mention print ads.

The campaign visuals showcase products sold at various BIKINI BERLIN stores: North Face gloves, Closed key rings, Ohde marzipan and Carhartt soap, for example, are aesthetically depicted on different coloured backgrounds.

All campaign visuals are still life photos but vary somewhat from classic still life photography. Different photographic techniques and various effects – such as experiments with focus and out-of-focus perspectives – show the products in a whole new light. With the Focus Campaign, BIKINI BERLIN is inviting us to explore the varied offer of the concept shopping mall’s stores.