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An experiential store dedicated to masks

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The last time we were in Berlin we visited a fascinating store that had just relocated in a 3-story building : Maskworld

It’s located not far away from Alexanderplatz; we were eager to pay a visit to this unique store since it was still under construction at the time of our last two visits in Berlin. Now that it has finally opened its door, it was time to discover it.

The concept

The marketing concept is pretty simple. Maskworld is a store of accessories for the masquerade and more especially of silicone masks. It’s not unique. There are many stores like this.

What is however really interesting is the setting, how masks are exhibited. Just have a look at the pictures below and you’ll understand what we mean.

The quality of the masks is also amazing : you won’t find here the typical children masks but silicone masks that are true-to-life.

The marketing strategy

We were somewhat unsure at first sight of the sustainability of such a business. After this is a risky marketing strategy than to focus on one product only (for more information on mono-product marketing strategy, have a look at this article we published earlier this year). We looked however for information about Maskworld and found out that they have existed since 1999. If a business still exists 15 years after it has been launched we can reasonably assume that there is sufficient demand on the market. Actually the passion of Germans for Carnival could well be one explanation of this sustainability (the fact that Maskworld has also an online store with an even broader range of products could also well be another explanation).

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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