Sparkling Event:
EAST END and Mumm bring art to Berlin

  • The agency for brand experiences plans and implements a pop-up store for Germany’s leading maker of sparkling wine
  • Three-day event for the Mumm Art Edition 2018, designed by the artist Daniel Egnéus
  • A 270 m2 large pop-up world with various theme areas and activities to take part in

From 27 to 29 April art entered the Sony Center at Potsdamer Platz in Berlin. EAST END planned and implemented a pop-up store for Rotkäppchen-Mumm Sektkellereien where the sparkling wine manufacturer launched Mumm Art Edition 2018: Three different kinds with bottles designed by the artist Daniel Egnéus in striking, distinct aquarelle looks. True to the main idea „can you taste art”, the agency for brand experiences offered visitors a diverse pop-up experience with activities to participate in.

The 270 m2 large pop-up store was located in the middle, urban and experimental, where the Mumm Art Edition 2018 and art merged into a unique experience for visitors. The opening evening on April 26 was directed at the press and bloggers. Then the doors were open to all visitors. They were offered a diverse brand experience covering several thematic areas.

The art experience spanned two levels. While the showroom on the lower level presented the newly designed bottles, the Mumm photo box there was also a highlight for guests. Visitors could turn themselves into works of art with the aquarelle-filtered portraits. The pictures were shown on an LED wall mounted in the upper level and were able to printed as a postcard for a personal souvenir. They also served as content for social media – prolonging the art experience of the pop-up store beyond the moment of the event.

The Art Bar was created for the tasting of three kinds of Mumm as well as the especially composed snacks with a sparkling wine aroma. In an aquarelle workshop in the Art Studio, participants could create their own bottle logo with the assistance of the artist on site. Designer Daniel Egnéus was also in attendance on all days.

„Our goal was to emphasize the artistic aspect of the new Mumm Edition using the pop-up store. Berlin’s lively backyard spaces served as inspiration for the design, giving visitors a view of real life in the city, its art, culture and food”, Oliver Golz, founder and managing director of EAST END, explains the idea for the concept. „We opened a new world for the guests where we staged Mumm as a premium lifestyle brand. At the event, we want to show the brand as fresh and rejuvenated and thereby increase the brand relevance within the target group.”


About Mumm

Mumm is an inspiring cosmopolitan brand in the portfolio of Rotkäppchen-Mumm Sektkellereien GmbH, Freyburg (Unstrut). The premium sparkling wine’s fresh, fine bubbles stand for life’s special occasions. Carefully selected wines of the highest quality give Mumm sparkling wine its elegant dry character and make it a taste experience – and that ever since 1922. Mumm can be enjoyed in four varieties Mumm Dry, Mumm Extra Dry, Mumm Rosé Dry and Mumm Dry Alcohol-Free. Since 2014, the sparkling wine brand has launched an annual art edition with well-known artists such as Anja Kroencke, Alex Trochut and Kustaa Saksi.

Want to know more?

Oliver Golz
Managing Director
T +49 40 899 60 61 33
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