WALA, Dr.Hauschka

Since the 1st of September 2005, Dr.Hauschka Skin Care presents its entire collection in the KaDeWe in Berlin. With the opening of the first Dr.Hauschka shop in the Beauty Department of the renowned department store the company is promoting its brand name and at the same time broadens the historically grown distribution channels.

On a surface of approximately 15 m² the entire line of cosmetic products, including decorative cosmetics, is exhibited. In a specially installed make-up corner, several make-up artists and beauticians demonstrate the application of the products.

Low walls made of white, glazed maple wood, lightened up by an orange streak of light, present the brand to the outside. They create an island, establish the connection to the well-known elements of the brand design, allow the view on the merchandise and facilitate all the same consultations in a calm atmosphere. Different ways of displaying the merchandise – on the one hand cash and carry products, on the other hand products to which intensive counselling is offered– determine the fitting out of the respective corpuses.

Oils, essences and raw materials are presented and underline together with the materials used, such as slate and wood, the natural origin of the products The drafts for this presentation were developed by “raumszenarien”, a partner of Holtmann Messe + Event.

Bernd Breitschuh, project manager for Holtmann, reports the process of developing ideas, the meticulously prepared client briefing and the sensitive implementation by the designers: Fully aware of the importance this first presentation in a new distribution channel has, the team worked out a solution. As to Dr.Hauschka, the executives of the marketing and sales department were involved as much as the sales representatives. Holtmann, on its behalf, contributed Know How, design competence and empathy. The co-operation was based on the common objective to authentically represent the brand, and the confidence that was created is the foundation of a partnership that is growing ever since.