Baneasa Shopping City | Bucharest, Romania

KOZEL, the Czech lager enters the Romanian market, bringing consumers new light and dark brews. The launch is marked by the construction of a stand-alone "landmark" super production - a 15 m tall wooden goat representing the brand's symbol and mascot in Bucharest, Baneasa Shopping City.

Engineered, built and set up by Trusteam, the goat shaped structure with a footprint of 14 by 10m features two main sections: brand awareness on the ground floor with a stage and brand interaction on the first floor, both connected via an external staircase that offers ample space for advertising.

On the outside premium, untinted wooden pannels wrap around the modular metallic structure in steel and aluminium. The outdoor signage is designed to be gradually displayed, being linked to the brand's launch campaign - as envisioned by HIGHLIGHT AGENCY. An initial teaser message is displayed on the main facade only to be removed during the launch event to reveal Kozel's visuals and the brand display area on the first floor.

The interior of the structure features sleek illumination solutions, backlit logo elements and two display walls. The same wooden motif seen on the outside is used for wall finishing and flooring, all complemented by black composite accent elements and structural details.

The engineering and construction of the structure took 5 weeks, including material selection, personalisation solutions for the interior, customisation of furniture pieces and pre-assembly of main construction elements.