WHAT'S THE STORY
P o s t- C o n s u m e r i s m
Christoph Bründl and his team create magic moments – a matrix of experience, service, and insights gained from many years of learning.
BRÜNDL
“REDUCE TO THE MAX” When Christoph Bründl talks about his flagship store, which reopened after a refit in Kaprun last October, he speaks about people as a distinguishing element, sensual flow, and dopamine-flooded brains. A conversation about new experiences and meaningful sustainability. Interview: Isabel Faiss. Photos: Bründl
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style in progress
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our new flagship store is a spectacle of service. It boasts 85 highly motivated employees, well-known sports personalities such as Hans Hofer or Fabian Stiepel on the sales floor, and even a dedicated concierge. Is it possible to translate such a staccato into a steady heartbeat? Our flagship store has always been our laboratory or research centre, a place where we experiment. This is where we allow ourselves to indulge ideas like having a concierge. We actually went as far as hiring a professional from the hotel industry. The five-star hotel business has always been our mecca for trend scouting. If you only measure yourself against the competition in your own genre, you become too similar. That is why we deliberately look to other industries for inspiration. We refer to our concierge, or hospitality manager, as M3, which stands for Magic Moments Manager. He keeps an eye on procedures and magic moments in our house. What are these magic moments? What concrete function does M3 perform in this context? The first aspect is always the quality of first contact when a customer meets a person in our store. Yes, we have deliberately dropped the term “employee”. We have clearly defined how the greeting, first contact, and the personal demand analysis should proceed, because this is a lever for inspiration and additional sales. In addition to maintaining order and cleanliness in and around the store, M3 also needs to ensure that the hospitality area is running smoothly. Simultaneously, he is our day-to-day
