Feldschlösschen celebrated its 145th anniversary in 2021. To mark the anniversary, Switzerland's largest brewery launched the "1876" beer as a tribute to its founding father, Theophil Roniger. The accompanying TV program for the market launch of the beer traced Theophil Roniger's journey and his many years on the road, where he learned his craft of brewing and ultimately developed the founding recipe that laid the foundations for the establishment of the Feldschlösschen brewery and whose first recipe serves as the basis for Feldschlösschen 1876 today.
USP Partner AG was commissioned by Feldschlösschen to bring the story of Theophil Roniger to life for the target group in a brand-appropriate and emotional way. In the context of various concept routes, one direction emerged as particularly suitable: the staging of Theophil Roniger's wanderings as part of an escape room.
In addition to developing the detailed concept, USP's concept work also included developing a business case for the subsequent operation and testing the feasibility/implementability at various locations and with various operating scenarios in advance. The Escape Room was finally realized in the "Brauwelt" of Feldschlösschen, in the newly created visitor center at the Feldschlösschen headquarters in Rheinfelden. The Escape Room thus adds a new and innovative highlight to the already attractive Brauwelt, where visitors can follow in the footsteps of Theophil Roniger on his wanderings and experience his journey at first hand. Just as the founder had to overcome various challenges on his wanderings, visitors to the escape room have to solve various puzzles in order to make their way through the three elaborately staged themed worlds. The themed worlds trace the various stages of Theophil Roniger's wanderings and the puzzles are also thematically aligned with the story to ensure brand-appropriate storytelling with plenty of content for a unique brand experience.
As part of the project planning, USP brought two strong partners on board for the realization: Stammkraft GmbH realized the construction of the rooms on behalf of USP, true to the concept and with great attention to detail, Sherlock GmbH as developer and operator of its own escape rooms in the Basel area supported USP in the entire puzzle development and construction of the puzzles. As a full-service agency, USP had overall responsibility for the project and was responsible for the overall project management from the concept to the handover of the keys and final training of the game masters.
The Escape Room was opened to the public for the first time on "Swiss Beer Day" and successfully went into operation.
All information about the escape room and booking can be found here.
Briefing
Idea and concept to activate the 145th anniversary of Feldschlösschen.
Solution
The years of travel and experiences and the associated challenges of founding father Theophil Roniger can be traced in the best possible way via an escape room with 3 rooms, allowing visitors to bring this exciting story to life in the truest sense of the word and immerse themselves in this world. USP provided the idea, concept, creation and also took care of the detailed construction of the rooms and the development and realization of the puzzles - and drew up an operating concept for the permanent integration into the brewing world at the Feldschlösschen headquarters.
Result
The "Brauwelt" visitor center at Feldschlösschen's headquarters has been enriched by a major attraction that tells the important story of the founding father Theophil Roniger's origins in an impressive, entertaining and contemporary way - it's well worth a visit!
President of the board of directors & CEO | Partner