Casa Turia pop-up store by CuldeSac, Valencian – Spain

July 11th, 2013 by retail design blog

The toasted beer Turia Märzen comes back in bottle form to enjoy a second golden age in the city where it was born almost 80 years ago, where it became popular and withstood the test of time and survived in the taps of some Valencian bars. Faced with such a special occasion for the brand, the CuldeSac™ team has once again demonstrated its ability to respond creatively to the challenge and give new life to the historical imagination of Turia Märzen.

Casa Turia, the pop-up store that sprung up in the centre of Valencia thanks to the creative minds at CuldeSac™, was created in order to make a reference point to show off all of the values that have always accompanied Turia beer, as well as the heritage of the brand linked with the growth of its city of origin, its culture and the lifestyle of its people. Casa Turia tries to be that crucible where all of these ingredients can fuse together and present Turia Märzen in its new format.

Furthermore, CuldeSac™ –specialists in repositioning and adding value to brands– has performed a branding exercise that consists of translating the Turia Märzen experience to all types of online and offline communication media. This includes both the spaces and their presence on social networks, their web site, audiovisual material and even details such as coasters and bags.

The essence of Turia Märzen comes back stronger than ever thanks to the interesting historical research that CuldeSac™ has carried out in order to create a strong identity that combines the current brand experience with the imagined history and lifestyles of times past. To that end, CuldeSac™ has collaborated with documentary makers and collectors who have contributed to restore the great experience that surrounds “the true beer of Valencia.”




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