In order to highlight during the pandemic how important retailing, gastronomy, art and culture venues and all their protagonists are for our society, Designplus initiated an installation campaign. In June 2021, inflatable smileys up to three metres in size appeared in alternating locations, on shop windows or on public squares in the city centre of Stuttgart.
Similar to the rainbow symbol that spread solidarity and optimism worldwide during the first lockdown, the oversized smileys were intended to draw attention to the shops and localities that suffered particularly under lockdown measures. With a smile and constantly changing locations, they exuded courage, inspiration and a positive mood, whilst at the same time forging a connection to people with a wink and lightheartedness.
The campaign was broadcast on all the media channels of Designplus and the participating partners under the hashtag #cheerupstuttgart. Stickers and posters were distributed in the city alongside this. The journey of the smileys is set to continue in 2022.