THE CAMPAIGN AT THE LAKE: CENTER MANAGER KATJA KÖPF ON THE NEW LAGO LOOK

WOW MOMENTS AT THE START OF SPRING

The exposed location right on the lake is much more than just a beautiful view for LAGO – it is a real unique selling point. That is precisely why the new look emphasizes the lake feeling even more: less playful, but natural, modern, and rooted in the region. In this interview, Katja Köpf reveals the background to the annual campaign, which design elements have been newly incorporated into the center, and what is important to her when it comes to the atmosphere.

What does the launch of the campaign mean for you (in keeping with spring) – more of a new look, a new attitude, new energy – or all of the above?

“Everything, really. For me, it’s a new beginning, a fresh start—a fresh look that brings a noticeable dynamic to the entire center. And at the same time, it’s a visible sign of how LAGO will continue to develop in the future.”

What is the central idea behind this campaign—what does it aim to express?

“Our USP is our direct location on the lake and our connection to nature. That is unique. Lake Constance stands for natural integrity – and we want to transfer precisely these values to LAGO. We want to create a story: the center is not just a place to shop, but a lively meeting place with regional diversity. The campaign now really highlights LAGO’s typical ”AM SEE” (by the lake) location. The reflection from the corporate design has been taken a step further – and even goes one level deeper, below the water’s surface.”

Background: How did the campaign come about?

“Definitely in close collaboration with the agency – from the initial idea to the final visual. After that, the spaces in the center were designed in close consultation with the interior designers.

And yes: the motif and those that will follow are AI-generated. We decided to do this because it allows us to create images and moods that are very expressive, but which would be impossible or very difficult to achieve with a classic photo shoot. Especially when it comes to subtleties, atmosphere, and seasonal variations.

The creative team developed the concept, made drafts, and then worked their way step by step toward the final motif – including fine-tuning.”

The campaign should be reflected in the center’s interactive worlds: What is new and which elements translate the campaign into the space?

“What’s new is that the nature outside is continued inside LAGO. Elements such as water, stones, wood, grass, and plants—all of this is reflected inside the center.”

What atmosphere should LAGO convey in the future—and what design elements will support this?

“Customers should feel comfortable and be invited to linger – thanks to warm, pleasant natural tones and the tranquility and harmony radiated by the water and nature. This is supported by natural materials – combined with elements from fashion and lifestyle. In the future, LAGO should be perceived even more strongly as a modern, inspiring, and regionally rooted place. So we want to create an atmosphere that primarily conveys warmth and fits in with our location here by the lake.”

What is your favorite detail in the campaign motif?

“I am very drawn to the reflection in the water—and the underwater world that becomes visible. This interplay between nature and design.”

How is the campaign developing, what remains the same and what changes (seasonally)?

“The lake and the shore remain the main focus. The colors and motifs of the respective seasons will change – just as nature changes: flowering plants in spring, colorful leaves in autumn, snow and fog in winter.”

What was the biggest challenge in implementing the campaign across all areas – both inside and outside the center?

“The biggest challenge was to make sufficient use of all the space in the center for the staging right from the start of the spring campaign. We got rid of most of the previous room elements – and there wasn’t much time to implement the new ideas. At the same time, expectations are high because, for the first time, we had no decorative inspiration at LAGO from January to March and everything was ‘clean’.”

What key figures or signals are crucial for you in assessing the success of the new external image?

“Customer feedback – in conversations or via comments on social media, including selfies that are posted. We also conduct a customer survey in April/May. Ultimately, it’s a combination of measurable figures and feedback from customers and tenants.”

How does the new image contribute to what LAGO stands for?

“We want to create a place for people to meet – in a natural way. A haven of peace where people can linger. We will also create seating areas in the outdoor space, for example with seating stones that reflect the motif and color scheme. The new look is intended to show what LAGO stands for: a strong brand and an experience with atmosphere. Not just a place to shop, but an inspiring meeting place.”

Where do you want to take LAGO in the next 12–24 months – what is the next goal?

“We want to become more modern – keep our finger on the pulse.

Not playful, but natural and homogeneous. Our goal is to strengthen the brand, the quality of the visitor experience, and footfall in the long term, and to create even stronger synergies with the city.”

What small detail makes the biggest difference to your visitor experience?

“It’s often the details that make a visit special: a friendly greeting, a nice conversation, a particularly beautiful room element. These seemingly small things create moments of well-being that remain in the memory.”