Alice in Stollen Wonderland. Annual campaign 2021
29. November 2021
ANNUAL CAMPAIGN 2021
Table magic and culinary magic: Alice in Stollenland
Enchanting, a little crazy, fairytale-like! Inspired by the 150th anniversary of Lewis Carroll’s “Alice in Wonderland” and the highly acclaimed exhibition at London’s V&A Museum, a picturesque, dreamlike fairytale world was created around the greenhouse of Schloss Eckberg. There could hardly have been a better place in the heart of Dresden to bring “Alice in Stollenland” to life. The greenhouse of the Hotel and Schloss Eckberg is nestled in a wonderful garden and park and, even without decoration, exudes a romantic, enchanted atmosphere.
The photos were taken in the middle of summer at an unseasonably high 38°C. The result: incredibly powerful, extraordinary images for Saxony’s No. 1 ambassador of enjoyment. These will be used in the 2021 magazine, on posters, postcards, and the brand’s social media channels, among other places.
THE ART OF DINING AND ENJOYMENT
Fairytale castle, star florist & Dresdner Christstollen
“Dresden and the surrounding area are blessed with beautiful places – some well-known, others still undiscovered. For this year’s shoot, we left the bakery and went to one of our favorite secret places. We are very grateful that we were able to set up our set at Eckberg Castle,” says Karoline Marschallek, managing director of the Stollen Protection Association. “It’s not a given that you’ll receive support for such a large project while the hotel is still operating.”
A masterpiece of table and dining culture: master florist creates magnificent floral set. The Dresdner Christstollen undoubtedly plays the leading role in this Dresden version of “Alice in Wonderland.” Master florist Björn Kroner was responsible for making this possible in the first place. He transformed the greenhouse at Schloss Eckberg into a veritable paradise of flowers, blossoms, and leaves.
“A traditional brand that has the courage to present itself in an extraordinary way, and in such a dreamlike setting—for me, there was no question that I would provide creative support for this project,” says Kroner, who is already familiar with Dresden and the Elbe region through many projects such as the Semper Opera Ball and Meissen porcelain. “A wide variety of flowers found their place on the table around ‘Alice’. I am particularly proud that I was even able to grow the Christmas diva amaryllis in the middle of summer. It’s the little details that make the atmosphere perfect in the end,” says Kroner, known from the WDR program “Garten & Lecker” (Garden & Delicious). “It was important to me that every flower was where it belonged, that every leaf, every decorative element emphasized the wonderland theme.” It took a whole day to set up the set and another day to shoot.
VERBANDSCHEFIN KAROLINE MARSCHALLEK
How to tell an old story again and again? Es ist eine spannende kreative Aufgabe, den Dresdner Stollen kommunikativ immer wieder neu zu erfinden. Gerade in der Weihnachtszeit sind unsere Herzen offen, sich berühren zu lassen - nicht nur geschmacklich, sondern auch kreativ: mit einer märchenhaften Kampagne, die zum Träumen einlädt.
