Lidl pop up 3


Trading Escada for Esmara

The first Lidl pop-up store on the Neuer Wall

Renowned for its low prices, the quality of Lidl products is often underestimated. To mark the launch of the Esmara Premium collection, Lidl and fischerAppelt opened a pop-up store and surprised customers on the exclusive “Neuer Wall” shopping mile in Hamburg.

The media were also taken aback. From BILD, RTL, Süddeutsche, Handelsblatt to lifestyle blogs, reporting achieved coverage in the three-digit million range within a short time.

Lidl pop up 2

The new down-to-earth attitude at Neuer Wall with the Lidl pop-up store.

Eugenia Lagemann

Managing Board