In pictures: Grundig marks UK relaunch with pop-up art gallery activation

German home appliance brand Grundig invited press and retailers to see the company's latest product range at Ice Tank Studios in London on Tuesday (15 July).

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The event was split into two halves, with retailers invited to the showcase in the morning, and journalists attending the event in the afternoon.

Grundig worked with agency Eulogy and event production company Wholehearted to transform the space into a branded home and art gallery environment themed around the company’s trademark blue-and-white colour scheme.

On one half of the room, guests were able to see Grundig’s products up close, which had been displayed on art gallery-style plinths, as well as enjoy a piano player who played jazz-style music throughout the event.

On the other side of the room, Grundig created a home environment, including lounge and kitchen areas, to display its products in-situ. A liquid nitrogen station served frozen cocktails to guests including vodka bubbles and create your own sorbets and ice lollies. 

Attendees could also have their photos taken in an instaprint photobooth, inviting them to write a message on a board as to what matters to them, themed around Grundig's latest campaign and dedicated hashtag #sharewhatmatters.

Amanda Selby, brand manager at Grundig, told Event: "People know Grundig as being a TV brand from the 1980s, but what we wanted to show is that even though people know the brand as really good quality, they don’t perceive it as being particularly stylish necessarily, as well as being a home appliance brand.

"We wanted to show these credentials to our consumers in a big summer event, because it’s a great way for people to see and experience the brand. We want them to envisage our own pieces of art in their homes."

Selby added the brand is planning event activity for the coming months."We will gauge how this event goes, but in my opinion it would be great to do something one day to get consumers involved and do something for them to experience the brand. But it is all work in progress at the moment."

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