THIS WAS BRAX ON TOUR 2025

BRAX Roadshow: A Mobile Pop-Up Store That Delivered Results

For BRAX, we transformed our Expandable into a fully branded mobile pop-up store, bringing the German fashion brand directly to its audience. Traveling from Vienna to Sylt, the roadshow visited seven cities in just 17 days, covering 4,200 km across Europe.

By bringing the brand into city centers and public spaces, BRAX created a highly visible, street-level brand experience. The campaign went beyond brand awareness, connecting the physical activation with BRAX stores and online channels through an exclusive BRAXTOUR2025 discount campaign.

The results? Increased store sales, higher footfall, new customer registrations, and thousands of people engaging with the brand.

According to Marc Freyberg, Managing Director of BRAX, the roadshow was “another successful branding initiative.” Speaking to FashionUnited, he shared the campaign’s results:

“Another successful branding initiative was our BRAX Roadshow from Vienna to Sylt. In figures: 4,200 kilometres, seven stops, a 154.8% increase in sales in our own stores compared with the previous year, and a 117.5% increase in footfall on the days when the Cube was present. During the roadshow days, we were able to acquire almost three times as many new customers who signed up for the BRAX Club. Throughout the tour, we turned around 22,300 people at the Roadshow Cube into fans of the brand.”

— Marc Freyberg, Managing Director of BRAX, speaking to FashionUnited. Translated from the original German interview.

The BRAX Roadshow in Numbers

7 cities visited in 17 days
4,200 km covered across Europe
154.8% increase in sales at BRAX’s own stores compared with the previous year
117.5% increase in footfall on days when the roadshow was present
Nearly 3x more new BRAX Club registrations during roadshow days
22,300 people reached at the Roadshow Cube

These results demonstrate how a mobile brand experience can do more than attract attention. By connecting an engaging physical activation with existing retail locations and online channels, BRAX created additional opportunities to interact with customers and drive measurable results.

BRAX on Tour with the EventRent Expandable

Last summer, BRAX embarked on a special roadshow across Europe, concluding its journey in Sylt during the Windsurf World Cup 2025.

For the campaign, our Expandable was transformed into a fully branded mobile pop-up store that brought the brand’s identity to life in every location.

Inside, visitors discovered an inviting retail environment featuring a charming licorice cart, comfortable lounge furniture, and a striking mirror room. Designed with four mirrored walls, the photobooth quickly became an eye-catching feature, encouraging visitors to capture and share their experiences both on-site and across social media.

By combining distinctive design, an inviting atmosphere, and interactive elements, the BRAX Roadshow attracted attention in city centers and public spaces while giving customers a memorable way to experience the brand.

Creative Omnichannel Marketing in Action

What made the BRAX Roadshow particularly effective was the connection between the physical experience and BRAX’s wider retail and digital channels.

Through the exclusive BRAXTOUR2025 discount campaign, customers could continue their shopping journey beyond the mobile pop-up store. The promotion connected the roadshow with BRAX’s own stores and online shop, encouraging visitors to explore the collection and make a purchase.

When the tour arrived in a city, customers could use the promotional code in BRAX stores in that city to receive:

€20 off purchases of €129.95 or more
€50 off purchases of €249.95 or more

This approach gave visitors an additional reason to engage with the brand and helped connect the excitement of the roadshow with the shopping experience.

Rather than treating the activation as a standalone event, BRAX used it as an extension of its existing retail presence, creating a link between the brand experience, store visits, and online shopping.

What a Roadshow Can Mean for Your Omnichannel Strategy

The BRAX Roadshow is an inspiring example of how a mobile pop-up shop can become an integral part of an omnichannel marketing strategy.

By bringing a brand directly to its audience, a roadshow creates opportunities for face-to-face interaction, increases visibility in public spaces, and connects physical experiences with online engagement and retail activity.

The results speak for themselves: increased footfall, higher store sales, and more new customer registrations during the campaign.

With a flexible solution like the EventRent Expandable, brands can create distinctive, location-based experiences that complement their existing marketing activities and bring their products closer to their customers.

Want to learn more about omnichannel marketing, how to connect online and offline touchpoints, and the role a roadshow can play in your strategy?

Read our in-depth article on omnichannel marketing.

Ready to bring your brand on the road?

Discover what an EventRent Expandable or another mobile roadshow solution could do for your brand. We’d be happy to explore the possibilities with you.