OLYMP x Matthew McConaughey at Breuninger
International fashion brand Olymp has successfully showcased Hollywood star, Oscar winner and bestselling author Matthew McConaughey across its retail partners' spaces since their collaboration began in January 2025. The brand has now realised a particularly impressive activation with premium partner Breuninger.
Following successful pop-up spaces in Breuninger stores in Stuttgart, Ludwigsburg and Luxembourg, the special area at Breuningerland in Sindelfingen has now been effectively activated.
Impressive mega banner on the exterior facade of Breuningerland in Sindelfingen, measuring nine by 22 metres, attracts attention from a distance on the A81 motorway. This extraordinary visibility ensures optimal brand staging; it makes a decisive contribution to increasing reach.
Large-scale, emotionally staged motifs of Hollywood star Matthew McConaughey feature at the centre of the pop-up area in the menswear department entrance on the ground floor. These visuals are framed by a high-quality presentation of current Olymp collections, including shirts, jumpers, knit polos and overshirts.
Specially developed, innovative digital screen allowing for virtual try-ons forms a highlight of the space. Munich-based Alexander Kratz AK agency, known for its digital retail designs and installations, developed the screen. A combination of a camera, artificial intelligence (AI) and augmented reality (AR) scans individuals in seconds; it displays them in real time wearing desired Olymp items directly on a 75-inch screen. This allows the new collection to be experienced in a fascinating way, creating a unique blend of product presentation, technology and brand experience.
Mark Bezner, managing partner of Olymp Bezner KG, said: “Matthew McConaughey counts among Hollywood’s top actors and is known worldwide as such. His impressive acting career, as well as his commitment to family and charity, make him a perfect partner for our brand. Breuninger is also a perfect partner for us. It was therefore obvious to make this unique cooperation with our brand ambassador visible at Breuninger in an attractive way.”
High-impact measures at the various locations are activated at staggered times for a duration of two to four weeks. The highly frequented Karlspassage in the Breuninger flagship store in Stuttgart was also occupied with a two-week installation. A double-page editorial feature in the high-circulation Breuninger Magazin, which has 245,000 printed copies and a reach of 600,000 readers, flanks the entire promotional campaign. Online advertising on breuninger.com and social networks further supports the initiative.
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