Breuninger set fashion and literature event in Düsseldorf
What: Breuninger’s “Read my Style” event in Düsseldorf merges fashion, literature, and urban culture into an immersive, multi-sensory retail experience.
Why it is important: By combining fashion, art, and interactive experiences, Breuninger demonstrates how multi-sensory events can drive footfall and deepen customer loyalty.
Breuninger’s “Read my Style” event in Düsseldorf reimagines the retail experience by intertwining fashion, literature, and the city’s evolving urban landscape. The 180-meter open-air catwalk, set against the flagship store, becomes a focal point for storytelling through both garments and literary quotes, inviting visitors to engage with fashion on a deeper, more personal level. Brand partners such as Luisa Cerano and Marc Cain present their collections in a vibrant, accessible setting, while interactive stations offer opportunities for personalization and creative expression. The event’s culinary and musical offerings, including signature drinks and DJ sets at Eduard’s, further enrich the sensory experience. This approach not only showcases the transformation of Düsseldorf’s city center into a modern retail destination but also positions Breuninger at the forefront of experiential retail, where narrative, culture, and customer engagement converge to create lasting impact.
IADS Notes: Breuninger’s strategy in Düsseldorf echoes its recent collaborations and campaigns, such as the partnership with The Paradise Now in May 2025 and the capsule collection with artist Paul Schrader, both of which emphasized immersive, narrative-driven experiences. The AMI Paris pop-up café in Munich (April 2025) and the Spring/Summer 2025 art and fashion campaign in Berlin further illustrate Breuninger’s commitment to blending cultural elements with retail innovation. These initiatives, alongside Manor’s interactive pop-up events in June 2025, highlight a growing industry trend toward personalization, creative partnerships, and multi-sensory engagement.
