November 4, 2025
Following extensive renovation and redesign, Douglas opened two stores in Switzerland in fall – in Lugano and Bern. The full-service marketing agency USP Partner AG was responsible for the conception, planning, and implementation of the two opening events.
In Lugano, Douglas invited guests to a festive reopening under the motto “La Dolce Vita” in its newly renovated store in a prime location on the lakefront. Culinary delights, music, and numerous beauty highlights created an atmospheric experience and made the day a successful start to the new store generation. The photo spot developed by USP specifically for the openings ensured digital reach thanks to the brand-appropriate subject matter – and, thanks to its prominent placement directly on the lake promenade, a high-impact brand presence in public space, which generated additional attention for the store opening.
Just a few weeks later, the next opening followed in Bern. Under the motto “Beautiful uf üsi Art” (Beautiful in our own way), USP focused on a local concept with regional specialties such as the well-known and popular Mandelbärli (almond cookies) from Bern. Complemented by barista coffee, live music, and a variety of in-store product and brand experiences, the atmosphere invited visitors to linger and shop.
With eye-catching promotion teams and oversized Douglas shopping bags, USP also ensured visibility in downtown Bern. Long queues in front of the entrance and a lively rush throughout the day showed that the concept worked perfectly across the board.
With these two openings, Douglas is sending a clear signal about the further development of stationary retail and the importance of emotional shopping experiences. USP Partner AG supported the brand from the initial idea to event organization and on-site implementation – and is already looking forward to the next openings and further joint projects.