{"id":286162,"date":"2024-06-13T13:47:28","date_gmt":"2024-06-13T11:47:28","guid":{"rendered":"https:\/\/bluexperience.pl\/project\/blum-brand-zone\/"},"modified":"2025-02-11T21:08:09","modified_gmt":"2025-02-11T20:08:09","slug":"blum-brand-zone","status":"publish","type":"project","link":"https:\/\/bluexperience.pl\/en\/project\/blum-brand-zone\/","title":{"rendered":"BLUM Brand Zone"},"content":{"rendered":"

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Experience marketing in the Blum brand area<\/p>\n

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Blum Poland \/ Jasin near Pozna\u0144 \/ June 2023 <\/p>\n

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Concept and implementation<\/span><\/p>\n

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Together with an interdisciplinary creative team of designers, engineers, graphic designers, animators, we worked for several months to create the Brand Zone, which is the heart of Blum’s Polish branch. One of the biggest challenges for us was to create a space that, in a dozen minutes or so, in an authentic and engaging way, would take representatives of various audiences into the world of a global company with nearly 80 years of history and allow them to immerse themselves in its spirit. <\/p>\n

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The effect? The company’s Austrian headquarters points to the Polish zone as a benchmark for other markets. <\/p>\n

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Key achievements<\/span><\/p>\n

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<\/strong><\/p>\n

Marketing Objectives<\/strong><\/p>\n

The Brand Zone has become an important part of Blum Poland’s marketing strategy, attracting the attention of both customers and employees.
Increased Brand Awareness: Achieved through a higher number of visits to the Brand Zone and an increased presence of the Blum brand in social and industry media. The project contributed to greater interest in the brand and its values. <\/p>\n

Operational Objectives<\/strong><\/p>\n

Optimization of sales processes: Due to better understanding of products by customers, purchasing decision time has been reduced. The effective presentation of products in the Brand Zone has facilitated purchasing decisions.
Training Effectiveness: The Brand Zone space enables regular product training sessions, which are highly appreciated by participants. The increased number of training sessions and positive feedback from participants attest to the success of this element of the project. <\/p>\n

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The most important aspects<\/p>\n

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Interactive elements<\/strong><\/strong><\/p>\n

The Blum Brand Zone is the answer to human curiosity and the desire to discover new things. Thanks to interactive elements, both physical and digital, every visitor has the chance to experience in person what the brand has to offer before they even learn about a specific product or solution. The zone’s accessibility for people with disabilities and its targeting of a wide audience shows that Blum cares about every customer and employee. <\/p>\n

Narrative and communication<\/strong><\/p>\n

A key element of the Zone is the opportunity to experience the value of the Blum brand and its 80-year history. Scenarios for using the Zone have been developed with different target groups in mind – from carpenters, distributors, contractors, architects to end customers and employees. For each of them, the Blum brand is synonymous with different values and benefits. The content is therefore differentiated, highlighting the most important brand qualities for each group, so that they easily find the right place in the subconscious. <\/p>\n

Creative challenges<\/strong><\/p>\n

We wanted the zone to be a functional communication tool. On the one hand open, but at the same time intimate, affecting emotions. During the design process, we spent a lot of time getting acquainted with the daily duties of Blum Poland team members, architects, carpenters. And all this to make sure that in terms of content and messages, the Zone is complete and answers real questions that are most often asked. We believe that through this approach we are able to build loyalty to the Blum brand from the first meeting with it. Visitors to the Zone appreciate the effort and commitment that went into its design, which influences positive emotions that stay with them for a long time. <\/p>\n

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Design process<\/p>\n

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Technology and design<\/strong><\/p>\n

The Brand Zone is not just a space to tell the Blum brand story. It’s also a place where technology merges with design to create an unforgettable, immersive experience for visitors. From interactive animations to video content and retractable walls, it all makes visitors feel like they are attending a unique event, full of excitement and new experiences. <\/p>\n

New standard<\/strong><\/p>\n

We created a multidimensional Zone where values, people and emotions meet. We combined the language of interior design, multimedia and stage emotions. The Zone has become a place where technology, diverse textures and spatial solids create a unique experience. We are watching what is happening in the field of experience marketing, and I am convinced that we have not only reflected trends, but have set a new direction for many other brands that are thinking about this type of activity. <\/p>\n

The Blum Brand Zone project has received recognition at the highest level – it is worth noting that Blum’s CEO for the world, heir to the company’s founder Philipp Blum, expressed his appreciation for the Polish team’s deep understanding of the brand’s values after visiting the zone. This shows that the Blum Brand Zone is a unique project that has the potential to become a model for other locations around the world. <\/p>\n

High quality and technology<\/strong><\/p>\n

High-quality materials and modern technologies played a key role in designing the Zone. The use of MDF tinted in elegant and personalized colors, Plexiglas, tinted and smoked mirror or high-quality large-format printing are just some of the elements that give this place a unique character. The entire space was designed to combine aesthetics with functionality. <\/p>\n

In the creative process, we were also guided by timelessness, usability and flexibility. Why? To create a space that is a point of contact with the brand. A place has been created where visitors can feel its spirit. This is because on a day-to-day basis, Blum solutions are almost unnoticeable because they are so well designed. We acted similarly in the case of the Zone – it is intuitive and easy to navigate.<\/p>\n

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Summary<\/p>\n

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<\/strong><\/p>\n

The Blum Brand Zone at Blum Poland’s headquarters is a space where innovation meets tradition and modern technology meets the warmth of the human touch. It is a place where every visitor can personally experience the values and commitment that are the foundation of the company’s business.<\/p>\n

We are grateful to BLUM Poland for the trust and fantastic cooperation, because thanks to this we can be proud of the final result together. A six-meter-long noiseless opening portal that serves as the gateway to the Zone, a touch projection of more than 4 square meters, and ultra-dynamic and exciting multimedia content. All this is worth seeing in person in person. That’s why, together with Blum Poland, we invite you to Jasin near Poznan.<\/p>\n

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Experience marketing in the Blum brand areaBlum Poland \/ Jasin near Pozna\u0144 \/ June 2023 Concept and implementationTogether with an interdisciplinary creative team of designers, engineers, graphic designers, animators, we worked for several months to create the Brand Zone, which is the heart of Blum’s Polish branch. 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