What: Breuninger’s Munich flagship is transforming Eduard’s Bar into the Gant Tennis Club, creating a themed pop-up experience in partnership with Gant for the BMW Open by Bitpanda.

Why it is important: This activation demonstrates how experiential retail and brand collaborations can drive footfall, engagement, and differentiation in department stores.

Breuninger’s Munich flagship is leveraging the BMW Open by Bitpanda to transform Eduard’s Bar into the Gant Tennis Club, a themed pop-up experience in collaboration with the American lifestyle brand Gant. Running from April 11 to 19, the initiative includes a complete redesign of the bar, new Gant-branded décor, and a menu featuring signature cocktails and club-inspired food. Multiple pop-up spaces throughout the store extend the tennis theme, inviting visitors to engage with both the event and the brand in a fresh, immersive context. This partnership not only reinvents the in-store hospitality offer but also capitalises on the energy of a major sporting event to attract new customers and increase dwell time. By integrating food, beverage, and experiential design, Breuninger is reinforcing its position as a destination for both shopping and social experiences, demonstrating the power of creative collaborations and event-driven retail to boost engagement and footfall in a competitive market.

IADS Notes: Breuninger’s transformation of Eduard’s Bar into the Gant Tennis Club for the BMW Open by Bitpanda is emblematic of the experiential retail strategies gaining momentum across the sector. In January 2026, major department stores were noted for investing in curated events and partnerships to drive engagement and operational resilience, as seen in the shift toward experiential retail and new models (Fashion Network, January 2026). The importance of placemaking and mixed-use environments was highlighted in March 2026, with curated experiences and ongoing programming driving higher footfall and sales, underscoring the value of flexible, event-driven spaces (MBS, March 2026). Breuninger’s own Fashion & Food festival in Freiburg, reported in September 2025, demonstrated how blending fashion, gastronomy, and community engagement can serve as a powerful customer magnet and urban retail strategy (Freiburger Wochenbericht, September 2025). December 2025 coverage of Marionnaud’s pop-up collaborations in Paris further illustrated the effectiveness of integrating hospitality and social experiences to increase foot traffic and brand reach (Fashion Network, December 2025). Finally, Iguatemi’s March 2026 retail renaissance in Brazil showcased how the integration of gastronomy, beauty, and culture in shopping centres can drive loyalty and long-term growth, providing a global benchmark for experiential retail (WWD, March 2026).

Breuninger’s Gant tennis club in Munich