Case Study: ATAG Benelux transforms showroom experience with Big Group

ATAG Live Brand Experience Case Study

ATAG Benelux, a premier Dutch supplier of high-end kitchen equipment, faced the challenge of transforming a traditional showroom into an inspiring, sales-free destination to build brand desire and direct purchases to its resellers. The vendor, Big Group, was engaged to develop a new experiential retail strategy and communication platform to engage a diverse network of stakeholders for the brand's new flagship location in Amsterdam.

Big Group's solution was to create "ATAG Live," an experience-led ecosystem featuring cooking theatres and live studios under the "The Next Level" brand platform. This multi-sensory space focused on inspiration and discovery rather than sales. The vendor also implemented an omnichannel launch campaign with key influencers to build community. The results were highly successful, yielding a Net Promoter Score of +72, an 85% increase in qualified retail leads, and €3.5M in earned media, transforming ATAG into a recognized design and lifestyle authority.

ATAG Benelux