NATURANA announces a new era: The Comfort Revolution. In collaboration with the Berlin brand experience agency SHOWZ, the company has created an eye-catching campaign that reaches out to a younger target group and makes a clear statement: Comfort is power and comfort is a right!
That is why NATURANA has given comfort a physical space in the form of the Comfort Revolution Square. This kiosk, equipped with an advertising pillar, goodies and changing rooms, is putting an end to outdated ideas about lingerie and bringing movement to the market — loud, bold and with a clear mission: Join the Revolution!
The Comfort Revolution demonstrates where NATURANA stands today: over 100 years of bodywear expertise and a desire for progressive change. We are recharging our brand message by combining the tried and tested with AI-generated visuals. “Advertising pillar meets future.”
Katharina Hönes, Head of Marketing at NATURANA
Three out of the planned ten stops have already been completed, from the launch at Bitchfest in Stuttgart, to a collaborative side event at Fashion Week Berlin, to a visit to a shopping centre. All of the events were well attended and received a positive response from the target group: women aged 29–45 who value aesthetics, body positivity, and self-confidence.
We want to encourage women to feel comfortable in their bodies, regardless of size, looks or ideals. ‘The success of the events so far shows us that the Comfort Revolution is in tune with the times. It’s not just a campaign — it’s the beginning of a new era for NATURANA.”
Stephanie Doelker, Co-Owner of NATURANA.
The Comfort Revolution pop-up will be present at other locations in 2025, including Outletcity Metzingen and the Female Future Force Day. The goal is to reposition the brand – as high-quality, modern and bold. SHOWZ has created a retail experience that is scalable, surprising and absolutely department store-ready – a concept that not only inspires consumers, but also inspires retailers.
The project was created and implemented by SHOWZ, a Berlin-based agency specialising in brand experiences. Both service pillars — Live Experiences and AI Content Creation — were utilised. SHOWZ developed the visual aesthetics and the striking campaign message. They also made consistent use of innovative technologies. All visuals and detailed product images were created using a dedicated AI process, giving the campaign its distinctive look without the need for real shoots or high production costs. SHOWZ was also responsible for the modular pop-up design, which brings the brand message to life on site.
