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Making Digital Waves - Tempur expands shop-in-shop concept using media from Neschen

11-10-2009 10:12 AM CET | Advertising, Media Consulting, Marketing Research

Press release from: Neschen AG

/ PR Agency: PRX
Logo Neschen AG

Logo Neschen AG

Bueckeburg, 9 November 2009 - the world-renowned mattress manufacturer Tempur has been using a shop-in-shop concept for some years. With this solution it is the intention of the American-Swedish concern to differentiate itself from competitors in large furniture stores and specialist bed shops, and to impress more customers with its products. Also involved: the print and media specialist Neschen from Bueckeburg. The shop-in-shop solution has now been implemented around 400 times.

As early as 2003 the organisation commissioned Meinders + Winter Messeproduktionen GmbH with the development of a sustainable concept and gave the exhibition stand builder a free hand. The only condition: it should be possible to erect the shop within a day. Tempur did not want to create unnecessary problems for its partners.

Wave wall shape makes covering difficult

"We wanted to come up with something special, something that as an eye-catcher immediately draws attention to Tempur", says Sonja Niederkrüger, interior designed at Meinders + Winter. So it was decided to use a wave wall construction that should reach from the floor to the ceiling. The framework should be covered with a medium that can be printed digitally. The reason: the current motifs from the latest Tempur brochures and catalogues should always be depicted on the wall. In addition, there was a further special requirement. The covering on the wall should be as flexible as possible and extremely taut so that the shape of the wave wall can be clearly seen. Meinders + Winter decided for solvotex cotton premium light S from Neschen. This media met the requirements both in relation to feel and in relation to how it can be worked. Also important was the format of solvotex cotton premium light S. Due to the special shape of the walls, the motifs cannot be made up of various pieces, but must cover the wall in one piece. With a width of around 5 metres the Neschen media were just the job.

However, there were other reasons for the decision for the material: on the one hand the fabric is easy to replace, and on the other hand this solution is relatively economical. "We can change the appearance of the walls whenever TEMPUR wants." Result: with the changing wall covering the appearance of the shop changes time and again, without losing the overall vision. As a result the idea is always fresh.

TEMPUR is very satisfied with the solution. Sonja Niederkrüger has now worked on around 400 projects for the organisation, and the collaboration is to continue. By the end of 2010 the bed expert wants to convince potential customers of the advantages of its products with another 50 to 100 shop-in-shop solutions.

Figures:

Figure 1: Sonja Niederkrüger2.jpg
Caption: Sonja Niederkrüger, interior designer at Meinders + Winter, has already worked on 400 projects for TEMPUR.
http://www.pr-x.de/uploadfiles/pictures//0911_093424_Sonja%20Niederkrueger2.jpg

Figure 2: Tempurscreenshot.JPG
Caption: An open concept: the Tempur shop-in-shop solutions are adapted to the specific situation.
http://www.pr-x.de/uploadfiles/pictures//0911_093614_Tempurscreenshot.JPG

Figure 3 and 4: Tempur01neu and Tempur02neu
Caption: The flexible shop-in-shop solutions from Tempur are illuminated from the inside and have a wave wall construction that reaches from the floor to the ceiling. The shape of the wave wall in particular is intended to be reminiscent of the special adaptability of the mattresses. The Neschen print medium met the requirements of Meinders + Winter in Bielefeld both in relation to feel and how it can be worked.
http://www.pr-x.de/uploadfiles/pictures//2010_115304_Tempur01neu.JPG
http://www.pr-x.de/uploadfiles/pictures//2010_115445_Tempur02neu.JPG

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Neschen AG, Bückeburg - Graphics, Documents and Neschen Technical Coatings

Neschen AG is a leading company internationally with a global sales network, and produces modern, self-adhesive products and high-quality coated media for a variety of uses in graphics, documents and technical coatings.
The product portfolio for graphics ranges from enhanced, protective and adhesive films to printable media that can be used with advanced digital printing technology for avant-garde architecture, décor and advertising. The Bückeburg supplier is much sought-after by service providers, such as architects, designers, photographers, interior designers and advertising studios.
Another central business area includes self-adhesive films and papers for protecting, repairing and maintaining books. Libraries, archives and museums also get the necessary media and processing equipment from Neschen. Numerous products from this series are also used in picture framing - for mounting, fixing and protecting pictures and photographs.
Drawing on more than 40 years' experience with special coating procedures, Neschen can also offer customers from all areas of industry highly individual solutions. Applications range from surface finishing in automotive manufacture to applications in clinical and medical environments.
In 2008, the staff of 550 employees generated annual sales of approx. € 120 million worldwide. www.neschen.com

Press contact:

Neschen AG
Frank Seemann
Head of Marketing / Communication
Windmuehlenstr. 6
31675 Bueckeburg
Tel: +49 5722 207-253
Fax: +49 5722 207-77-253
F.Seemann@neschen.de
www.neschen.com

PRX
Agentur für Public Relations GmbH
Ralf M. Haaßengier
Kalkhofstrasse 5
70567 Stuttgart
Tel 0711/71899-03/04
Fax 0711/71899-05
ralf.haassengier@pr-x.de
www.pr-x.de

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