Building and Strengthening A Brand: Ritter Sports and Berlin
Welcome to Ritter Sport Schokoladenwelt (Chocolate Workshop)! This chocolate store has been on my eye because I pass it each week when I go to Humboldt University. Before, I thought it was just a regular café. Oh, how I was so wrong. The bottom floor is a playroom. The main floor sells delicious chocolate cakes, custom-made chocolate bars, numerous pre-made chocolate bars and additional Ritter Sport merchandise. The second floor has a café and exhibits. At the café, you can sit and enjoy many dishes and drinks. There are even ten different flavors of hot chocolate to choose! Also, each exhibit highlights the following: coco farming, factory production and Ritter Sport. The store reminded me of a smaller M&M store, such as the ones in Vegas and London.
Once on the street, I immediately noticed Faces of Berlin, a mask with a video projection of Berliners, the city, monuments and animations. It was amazing to see because the light installation helps you understand what makes Berlin Berlin through the eyes of the artist. Of course, you can interpret it differently from the artist’s original message. Art is completely subjective.
Additional installations and activities in the area include a tree-lighted street, a pond filled with brightly-lit origami boats, colored penguins surrounding a light sculpture, a light motion-sensor screen and a neon floor game.
The Ritter Sport Schokoladenwelt and Festival of Lights revolve around branding, identity and consumerism. The executives at Ritter Sport are using the store strategically to promote and market the company. The store is located a block from Unter den Linden, a buzzing street lined with numerous tourists throughout the year as they visit museums, monuments and landmarks. Also, the store is specifically designed to make visitors feel welcomed and happy as they enter the colorful, bright shop filled with chocolate. Creating the store advances Ritter Sport’s identity as a legitimate international company and teaches customers its history, philosophy, non-profit collaborations and current projects.
The Festival of Lights entices tourists and locals to enjoy a night on the town, while advancing Berlin’s identity to be the city of the 21st century. The festival is a contemporary celebration of the city, its history and people. In addition, the event celebrates and makes the structures and monuments highlighted even more important. It’s a way for Berliners and visitors to create new memories of Berlin. The wonderful, eye-boggling event is inspiring and showcases Berlin, production companies, sightseeing tours and artists. Keep in mind that it increases revenue for corporations and local businesses too.
The Festival of Lights entices tourists and locals to enjoy a night on the town, while advancing Berlin’s identity to be the city of the 21st century. The festival is a contemporary celebration of the city, its history and people. In addition, the event celebrates and makes the structures and monuments highlighted even more important. It’s a way for Berliners and visitors to create new memories of Berlin. The wonderful, eye-boggling event is inspiring and showcases Berlin, production companies, sightseeing tours and artists. Keep in mind that it increases revenue for corporations and local businesses too.
Given our readings for this week, what do you think happens to our consciousness as urban dwellers when we're surrounded by these things?
ReplyDeleteIs it different for tourists?