Credit: Designer Outlets Wolfsburg
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Scholz & Friends NeuMarkt wins pitch for Designer Outlets Wolfsburg and starts with brand relaunch and summer campaign

A new logo, a new brand claim, and an attention-grabbing summer campaign announce the new collaboration between Designer Outlets Wolfsburg and Scholz & Friends NeuMarkt. In a pitch, the creative and versatile concept of the Hamburg-based company prevailed. The re-design of the logo creates modernity and the new claim "Everything but ordinary shopping." reflects the center’sstrategic orientation to establish even more of an experience character.

Several remodeling measures in the center, new stores, and restaurants ensure an exciting stay that highlight the new positioning.

Center Manager Michael Ernst comments: “This process that we are implementing in the center should also be reflected in our appearance and communication. After almost 15 years, we are now presenting a new logo and a new color scheme. Our architecture with 4 ellipses, which characterize us, can now be found in our logo in abstract form. Our new appearance allows us to be more flexible in different media, but the source–Designer Outlets Wolfsburg–is always clearly and strongly recognizable. The campaign will be extraordinary, all our promises from the center will be there, and it really shows the diversity of Designer Outlets Wolfsburg.”

In the new campaign motifs, product diversity meets a spirit of discovery. Sophisticated illustrations combine a wide variety of product categories and seasonal themes to create a new world of experience and make it clear that this is about much more than conventional shopping. The campaign starts with a toucan motif and there are many beach attractions for the family, for evening shopping, or for a day trip at the weekend.

Designer Outlets Wolfsburg is currently one of the largest outlet centers in northern Germany with 17,500 sq m of GLA and over 90 brands. International brand manufacturers offer their goods from the previous season up to 70% cheaper than the manufacturer’s recommended retail price all year round. In addition to fashion offers, there are exclusive cosmetic products, accessories, specialties of all kinds, toys, and high-quality kitchen and household goods. A newly expanded range of restaurants offers additional culinary highlights.


André Sternberg, Head of Creation, as well as Sönke Bruns, Executive Management Consulting are responsible for this project at Scholz & Friends NeuMarkt. Furthermore:

Consulting: Sarvenaz Vatantchi, Etat Director, Mandy Kaszewski, Account Management

Creation: Sandra Olischer, Creative Director, Nadine Sievert, Senior Copywriter, Thomas Nickel, Senior Art Director, Andreas Derebucha, Illustrator.

Strategy: Peter Tautkus, Executive Strategy Director

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