Rugtales Pop-up Hamburg
How the Rugtales sibling duo brings their brand from the screen into the physical space. Strategic consulting and event sparring for a warm, inviting brand experience.
Photo: Elisa Noel Photo and Video
The project context
Rugtales planned a pop-up in Hamburg to make their handmade carpets – otherwise only available online – accessible to the public.
The goal was to combine sales, community and PR: a place where products, people and brand naturally come together.
The location, partners, and basic concept were already in place.
Tomato Studio combined the existing ideas, sharpened the strategy and developed a coherent overall concept for the pop-up and its accompanying events.
My role – Strategic event sparring
1
Brand analysis
and objectives
Rugtales combines culture, design, and craftsmanship. Tomato Studio operates on precisely this level: values and aesthetics are translated into a clear, tangible guiding principle.
2
Clear framework
A concise event document outlining the objectives and parameters enabled all participants to work towards the same goal. Decisions could be made more easily and quickly, and both the pop-up and the event were developed seamlessly.
3
Strategic sparring
I made sure that the event, brand, and target audience approach didn't get stuck in the internal view of the Rugtales team.
From idea to result –
the pop-up concept
The chosen concept, "Warm colors and a warm welcome," focused on closeness, homeliness, and an atmosphere that immediately welcomes visitors.
Project progress
In addition to the Signature Concept, the project was accompanied by additional sparring and implementation services – for greater depth and a well-rounded overall picture.
1 / Kick Off & Analyse
Gemeinsamer Start mit Workshop-Fragen zu Zielen, Erwartungen und Markenwerten.
Ergebnis: Ein klares Event-Paper als strategische Grundlage für alle weiteren Schritte.
2 / Leitlinien & Konzeptentwicklung
Aus der Analyse entstand die zentrale Leitidee des Events mit Fokus auf Atmosphäre, Besucherführung und Markenwirkung.
Beide vorgeschlagenen Raum-Konzepte verbanden Verkaufsaspekte und Community-Gedanke – unterschieden sich jedoch in ihrer visuellen Sprache und Stimmung. So konnte die passende Tonalität für Marke und Zielgruppe festgelegt werden.
Die Leitlinien definierten Haltung, Stimmung und Interaktion: Räume, die Orientierung geben, Begegnung fördern und die Werte der Marke spürbar machen.
Das Ergebnis war ein Konzept, das strategische Klarheit mit emotionaler Wirkung verbindet – und den roten Faden für alle weiteren Schritte legte.
3 / Umsetzung & Opening
Begehung, Empfehlung und Briefing der beteiligten Floristin, und finale Abstimmung vor Ort.
Beim Opening selbst: Live-Sparring, Flow-Check und Feedback im Moment – für einen stimmigen Start und sichtbare Markenpräsenz.
Photo: Elisa Noel Photo and Video
Ami not only impressed us personally, but also sharpened our perspective: to consistently think about the pop-up from our customers' point of view. Her input regarding customer traffic patterns in the store as well as at the event was invaluable.
Vida ter Hazeborg – Rugtales