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Astra BrandCorner

Top positioning – Top beer.

The objective

During the renovation of the Rindermarkthalle food hall in St. Pauli, we had the opportunity to design the brand corner for Astra in the EDEKA shop on behalf of our customer Carlsberg. Because we found ourselves in the brand’s ‘hood’, we needed an idea that would target the hearts of shoppers and generate high acceptance.

The solution

Astra is St. Pauli – St. Pauli is Astra. And FC St. Pauli is right in the middle of it all. So there’s only one clear statement: the beer of hearts meets the kicker of hearts. After all, beer and football are just as inseparable as St. Pauli and Astra!

That’s why we designed the brand corner to look just like the FC St. Pauli changing room. The door of the emergency exit depicts the actual view into the stadium as only the players themselves know it. The key visual and furnishings were designed in the Creation department and implemented with the support of a local artist. The popular merchandising items of the cult brand were also integrated into display cases and made available to order from the online shop.


The EDEKA shop manager called the new Astra brand corner an ‘eye-catcher’ and said it was ‘truly unique’. Shoppers from the neighbourhood and from all over Hamburg are delighted, a fact which is also reflected in the sales figures.


POSMA 2015
POSMA 2015