Customer: Carrera
Busines: Toys
Location: International

Challenge & assignment

The Carrera brand invited the design department at Bohnacker Store Solutions, along with four other design agencies, to a design pitch for the Europe-wide roll-out of its most important core product selection. 

The aim was to develop a system that meets the requirements of both the different countries, as well as the selection of products, including those for children and professionals. The focus was on the perceptibility of brand values and flexibly adaptable image areas for the emotional communication of the brand. 


After winning the pitch, our design team started with an analysis on the status quo. Besides the brand impact of Carrera at the POS, the aspects of customer journey, benefit argumentation, differentiation, target groups, focus points, range configuration and placement, as well as possibly integrating digital signage.

[Translate to Englisch:] Shop-in-Shop Carrera
[Translate to Englisch:] Shop-in-Shop Carrera


The resulting design concept and the first prototypes also take into consideration the impact of the shop-in-shop from differing distances. 


Specific accentuation of individual highlights in the product selection modules. The high demands for flexibility and functionality into the smallest units of the conception and emotionalisation of the strong brand Carrera were the most exciting challenge in this project.


briefing, store check
customer journey, overall concept
material definition, mood boards, 3D visualisation
construction, implementation planning, prototyping

see more references

see more references