MediaMarkt Lighthouse Projects – Google, Philips & Versuni
Premium Experiential Retail Execution at Scale
In 2022, as Europe transitioned out of two years of pandemic limitations, MediaMarkt introduced its Lighthouse concept – a new model of experiential retail designed to make technology feel lived-in, tactile, and discoverable in real space. At the same time, BGR received parallel requests from three major global brands – Google, Philips and Versuni – to deliver five complete shop-in-shop environments in Madrid, Berlin and Vienna.
The task went far beyond visual styling. Each concept had to be re-engineered to the exact architectural reality of every store – on-site measurements, spatial adaptation, full MediaMarkt technical standards alignment – all delivered within extremely tight timeframes.
Engineering Complete Retail Environments End-to-End
BGR managed the entire chain – design adaptation, engineering, procurement, production, testing, logistics and installation. This went far beyond furniture: flooring, lighting, electrical systems, drywall construction, and full compliance with local building and safety requirements.
Screens, tablets and electronic components were sourced internationally – including screen hardware from Asia – to match the software requirements defined by the digital content agencies. Every environment was pre-assembled and tested in-house before transport, ensuring clean installation on site.
Each brand expressed its story through a different spatial logic:
Google (Madrid)
Five domestic living zones with Google smart home integrations embedded into real furniture.
Philips (Berlin + Vienna)
Interactive software enabling shoppers to explore home technology products in real time.
Versuni (Berlin + Vienna)
A warm domestic space merging into an Italian café area, complete with real stone flooring and a handcrafted orange tree to evoke Mediterranean atmosphere.
Controlled, Time-Critical Retail Delivery.
All five Lighthouse environments were delivered in 4 – 6 weeks – half the time such full-scope retail builds normally require. There were no schedule slips, no cost overruns, and every installation met the defined technical and spatial standards on the first build.
This project demonstrated BGR’s ability to control parallel execution across markets – multiple brands, multiple locations – without a drop in precision. The Versuni Lighthouse in Berlin was informally noted as the most impressive shop-in-shop in the store.
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