Our biggest challenge was to convert an empty freight ship into an accurate representation of Gruner + Jahr and their content. It was especially challenging to adapt and implement the concept to the special conditions of the cargo ship. This accurate representation ensured visitors were immersed in the Gruner + Jahr world and understood the varying services they provide.

Gruner + Jahr were inviting guests into their home, so we needed to transform the freight ship into an inviting and comfortable Brooklyn-Style loft. By using images from Gruner + Jahr’s ‘Schöner Wohnen’, ideas were transformed into reality. Specific attention to detail was important to promote brand awareness subconsciously. A stage was needed to fulfill the experience in the Gruner + Jahr world. Guests were given a more vivid look into the Gruner + Jahr brand hearing directly from chief editors from six different publications.

The feedback received from guests of the event was exponentially helpful. Having chief editors accessible to each invitee guaranteed a certain level of successful feedback. The idea created so much success that Gruner + Jahr are considering making The Open House Tour an annual event.