N&M stages the opening of Breuninger department store in Düsseldorf
"Spectacular light show at Breuninger opening" was the title given by the Rheinische Post to its online photo gallery documenting the extravaganza that unfolded on the facade of the Kö-Bogen. Daniel Libeskind designed the architectural ensemble on Düsseldorf's famous shopping street, where the lifestyle enterprise Breuninger opened a department store in the middle of last October. And, in keeping with the famous location, a famous audience was invited to attend the "Grand Opening": Brooke Shields, Katja Flint, Barbara Zimmermann, Sönke Wortmann, Irina Shayk, Barbara Becker and Thomas Rath all paraded along the red carpet, which led to a floating tent on the nearby Hofgarten pond. The location afforded the 800 guests a very special view of the illuminated facade of the luxury store on the day before it opened its doors to the public.
Breuninger commissioned the creative team from Neumann&Müller Veranstaltungstechnik's Munich in-house studio to produce the multimedia show for the opening. Pasquale Zuppa and his colleagues produced the entire content within just four weeks: following an initial visit to the location, the specialists created the first scribbles in Photoshop; the subsequent development stages through to the complete film were then visualised in such a way that the marketing people at Breuninger could be consulted every step of the way. "It was important that the client should have a clear insight into the effect of the projection at every stage of realisation so that we only had to make adjustments to accommodate the building geometry when it came to actually staging the production in Düsseldorf," explained Pasquale Zuppa.
And the geometry presented the N&M team with a further challenge, whereby our technicians had to take the special design features of the architecture as well as the high proportion of glass surfaces into account to make sure that the content and Breuninger's brand messages came across clearly.
To this end, N&M's Munich studio used 3D mapping as well as 2D and 3D animation; the studio staff also proposed a selection of music and designed the sound. After editing the video, the team carried out the Watchout programming for ten Panasonic DLP projectors that illuminated an area measuring 66 by 26 meters from a distance of 45 meters with their 20,000 ANSI lumens (double soft edge projection).
After the multimedia show, the guests were given the opportunity of being the first to take a look inside the exquisite Breuninger department store – a shopping world with 25,000 pairs of shoes, for example, as well as numerous designer shops, luxury brands and culinary highlights.