LAGO by the Lake: Shopping Experience with All Senses

Peter Herrmann ()
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Peter Herrmann: Lago Konstanz

Chapter 21 in Multisensory in Stationary Retail, 2023, pp 325-340 from Springer

Abstract: Abstract Dynamic, changeable and an experience in itself: this describes Lake Constance and the LAGO Shopping Center in Constance, the largest city on Lake Constance and a tourist magnet in the immediate vicinity of Switzerland with its high purchasing power. But those in the retail industry who rest on their current high visitor numbers seem to be completely unaware of many global trends. LAGO, never known in the industry for its resistance to change, has been working continuously and at great expense on its future viability since 2017 as part of the “LAGO 2025” project. The declared goal: to offer an urban and modern shopping experience with an exclusive “lake feeling.” The steps towards this goal: a unique tenant mix with metropolitan quality and individual concepts for different target groups; the generation of an atmospheric and coherent atmosphere in the center with Lake Constance as the leitmotif; an attention-grabbing advertising campaign with high recognition value that also makes the lake its theme.

Date: 2023
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DOI: 10.1007/978-3-658-38227-8_21

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