“Teddies to melt for" at KaDeWe Berlin
How can a pop-up make a heritage brand like Steiff feel new again in the heart of a big city – for children and adults alike?
Idea
Teddies to melt for: tradition meets summer vibes
At KaDeWe Berlin, we designed a pop-up for Steiff that breaks away from the traditional plush toy display. The focus is on the motto "Teddies to melt for." Iconic Steiff teddy bears meet a colorful, summery design – familiar yet new, because staying close to the brand doesn't mean sacrificing the element of surprise.
Concept
A design to melt for
The design combines playful ice cream shapes and waffle patterns with the soft texture of the teddy bears. Bold colors, clean lines, and interactive areas invite visitors to touch and explore. By bringing together childlike joy and the appreciation adults have for the brand, the pop-up appeals to both target groups simultaneously.
Realisation
One team, one process
Our interdisciplinary team managed this Berlin-based project from start to finish: concept, 3D design, project development, and production were all handled in-house. By eliminating the gap between design and execution, the original vision remained consistent down to the very last detail.
A pop-up that evokes memories and proves: the magic of Steiff is timeless.
Impact
The pop-up brings the Steiff experience directly into the store. By tapping into personal childhood memories, the installation strengthens brand loyalty right where purchasing decisions are made.
