12. October 2021

Avantgarde acquires minority stake in Studio of Wonders Retail Experiences

Growth Story

Munich, October 12, 2021 -The Munich-based Avantgarde Group has secured a high double-digit percentage stake in the experience concept Studio of Wonders in Berlin. With this step, Avantgarde is significantly expanding its portfolio of companies in the retail experience sector following the founding of innovation platform “The Latest”. Launched in May 2020 in Berlin at Leipziger Platz, Studio of Wonders offers visitors more than 20 worlds of experience on 500 square meters where they can creatively try out, stage and have fun – an urban playground that appeals to all the senses and is highly instagrammable thanks to a variety of photo and video options. Avantgarde and Studio of Wonders want to further develop the concept together and expand it with digital components. National and international expansion is also planned.

“We are building the enfant terrible of the experience world”

The smartphone as an interface between physical and digital reality: “We see great potential in physical offerings such as Studio of Wonders,” says Co-CEO Marc Schumacher. “It’s experiences like these that are bringing digital-savvy millennials and Generation Z back into city centers – immersive experiences beyond Shop & Go that break with the expected and convincingly combine physical and digital content.” Bold approaches such as Studio of Wonders are urgently needed to reinterpret the city center principle and make it fit for the future. Avantgarde is planning further investments in the area of retail experience.

“Instagram, TikTok & Co have caused the need for exceptional content to explode. We are meeting this need with innovation and creativity,” says Henner Mamame, co-founder and Managing Director of Studio of Wonders “Avantgarde thinks interdisciplinary and outside the box. This is the kind of partner we wanted. Together we are building the new enfant terrible of the experience world.”


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