SK
The Czech family company JIP Východočeská a.s. operates a retail store in Brno on Pražákova Street that is quite a rarity by local standards. On a sales floor of 6,000 m², customers can find an assortment of 19,500 items – from standard groceries to organic and farm products, and specialties intended for various types and fields of culinary arts and gastronomy, including international cuisine. In addition to sections for fresh food, an artisan bakery, butcher’s counter, fresh fish and seafood department, there is also a coffee roastery with a café, a sushi point, a fresh pasta and mozzarella production area, an on-site herb garden, and even a steakhouse restaurant.
DAGO had the opportunity to transform a giant wooden barrel located in the spirits section into a remarkable display stand that attracts the attention of rum and whisky enthusiasts alike. The final installation showcases products from Palírna U Zeleného Stromu – the oldest distillery in Europe, with a tradition dating back to 1518. This artistic POP medium combines tradition with a modern touch and an eye-catching design that directly invites customer engagement.
The inside of the barrel is styled as a small exhibition, carefully showcasing products from two of the distillery’s prominent brands – Stará Žitná Myslivecká and Heffron. Customers are invited to “step in and explore” the assortment, elegantly displayed on shelving. The overall presentation creates the impression that the visitor is entering the world of traditional alcohol production. While Stará Žitná Myslivecká represents a traditional rye whisky with deep roots in Czech history, Heffron’s premium rum is inspired by the legacy of the Czechoslovak legionnaires and is made from carefully selected ingredients.
The exterior of the barrel features bold yet refined brand communication, crowned by a rotating illuminated circle with the Palírna U Zeleného Stromu logo. The final visual effect highlights the prestige and heritage of the brand. This display not only enhances the store environment but also offers customers the chance to interact and enjoy a unique experience, allowing them to discover the stories and flavor profiles of these exceptional products.
