Citizen Watches
Inhorgenta, München
"Locally rooted"
Brand and Event Build for AOK
How does a health insurance provider manage to stay relevant at a music festival? By not pretending to be something else, but by embracing its roots. For AOK's presence at the San Hejmo Festival in Weeze, we made an unmistakable statement. The festival architecture, based on the concept of the traditional "Rheinisches Büdchen" (Rhineland kiosk), impressively proved one thing: anyone looking to sustainably captivate a young target audience today must create spaces that not only visually blend into the surroundings, but also offer genuine added value and a familiar retreat.
"A piece of home to go"
Where loud music and cheering crowds set the tone, a place to pause and breathe is essential. Our approach was to create a safe haven that instantly feels welcoming and fosters relaxed connections.
The health kiosk seamlessly became the central gathering point—for a quick time-out, great conversations away from the main stages, and the comforting feeling of having someone right there who cares.
FROM SHIPPING CONTAINER TO URBAN BRAND SPACE
The starting point for this project was a massive shipping container, which we modified from the ground up in our workshops through precise steelwork. Large serving hatches and counter systems turned the closed box into an open kiosk front. To ensure the module blended seamlessly into the creative festival environment, a full-surface wrapping in an "urban graffiti" style provided the perfect street art look.
Inside, we consistently continued the kiosk charm: custom-made shelving systems for magazines, a glowing neon "OPEN" sign, and wall claddings with an authentic brick look perfected the illusion.
But a real kiosk thrives on the life happening right in front of it. We transformed the outdoor area on the unpaved terrain into an inviting chill-out zone. Pallet sofas with thick cushions crafted in our in-house workshop, branded AOK deckchairs, and rustic wine barrels offered the highest quality of stay. For playful activation, we integrated smart modules that charmingly picked up on AOK's health aspect: a table tennis table invited people to burn off energy, while the "hanging challenge" on a sturdy horizontal bar complete with a digital buzzer awakened the visitors' sporting ambition.
With this holistic execution, we proved that a health insurance company can integrate absolutely organically into a young festival community.
Visitors were drawn in by the relaxed atmosphere and perceived the brand as a genuine part of the event. Whether competing at the pull-up bar or unwinding on the pallet furniture—the kiosk functioned as a communicative anchor.
This stand wasn't a foreign object, but a natural meeting place that celebrated the Rhineland way of life.
It is the best proof of our claim:
When brand architecture tells an honest story, a functional container becomes a true temporary home.
Sie haben die Vision. Wir setzen sie um.
Hagen Cabalo steht Ihnen für einen persönlichen Austausch gerne zur Verfügung:
