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Migros 2018

Migros stone-oven bread

A traditional-style stone-oven bakery on tour.

Client: Migros
Year: 2018
Format: Roadshow with a tasting stand and stone oven
Services: Roadshows

At a glance

32-square-metre stand with a replica stone oven to introduce Migros's new range of stone-oven bread
Traditional bakery setting showcasing the ingredients: flour, water, yeast and salt
Stops in Zürich, Bern, Genf, Luzern and at Rigi-Bahnen in Arth-Goldau
Concept with TMI; spatial design, technical systems, stand construction, set-up and take-down by made

To introduce Migros’s new range of stone-oven bread through a brand experience and tasting, made sent a bakery, complete with a stone oven, on tour.

The stone oven is the focal point of the 32-square-metre stand. Visitors brave enough to look and reach inside can take out a small roll to taste. Warm inside, with flickering light and a smoking chimney, the replica looks and feels remarkably like a real stone oven.

Nachgebauter Steinofen aus Backstein mit weisser Kuppel, davor Tische mit Brot und Kundenstopper A replica stone oven at the centre of the stand

The stand takes its look and feel from a traditional bakery, connecting the craft of baking with modern methods. Its natural ingredients, flour, water, yeast and salt, are displayed to draw visitors’ attention to what goes into the bread. The roadshow stops in Zürich, Bern, Genf, Luzern and at Rigi-Bahnen in Arth-Goldau.

Promotorinnen mit weissen Handschuhen schneiden Brot in Degustationsstücke, Körbe mit Brothäppchen

Degustationstisch mit Brothäppchen im Hauptbahnhof Zürich, dahinter der made-Lieferwagen

Der Steinofenbrot-Stand mit Kachelwand, Regalen, Tafeln und Backofen in der Halle des Hauptbahnhofs Zürich

Nachgebauter Steinofen aus Backstein mit weisser Kuppel, davor Tische mit Brot und Kundenstopper

Promotorin reicht einer Besucherin ein Brothäppchen am Tisch mit Broten auf Schachbrettboden

Stand «Pain cuit sur pierre» mit Steinofen und Tischen in einer Bahnhofshalle in Genf

Delivery

Concept development in collaboration with TMI
Feasibility study
Spatial design and staging
Technical systems and controls
Stand construction
Set-up and take-down

Credits

Client: Migros
Services: Roadshows
Year: 2018

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Rachel Manetsch

Rachel Manetsch
Co-owner, innovation and concept development

+41 79 337 21 08
rachel@mademarketing.ch