The concept was to demonstrate in a unique way how Loewe colour brilliance lets everything else look pale by comparison. In the foyer of the 'Deichtorhallen' in Hamburg, one of Germany’s most prestigious museums for contemporary art and photography, a rather unusual café was built: a café in which everything was completely grey and colourless. Visitors were able to witness a scene unfold in this grey café. Simultaneously the same scene was played out on a Loewe TV – in brilliant, vibrant colour. To support this completely new and unique use of media, sales folders with more detailed product information were available on site and received with great interest.

The event caught every visitor’s attention right in the foyer of the 'Deichtorhallen'.

As a result the promotion generated up to 5,000 valuable contacts in the relevant target group. Furthermore the demand in Loewe showrooms across Hamburg was increased by 23%.