Schörghuber insight 2025

On November 20, 2025, the third Schörghuber Insight took place in the newly renovated Kesselhaus at Munich Motorworld. Under the motto “Refreshingly Successful – The Fascination of Paulaner Spezi,” around 250 decision-makers from politics, business, science, sports, and culture came together to explore the world of this true cult beverage.

brandmood was responsible for the complete event concept and execution. This included content production as well as stage, lighting, and projection design, transforming the historic venue into a vibrant blend of retro flair and forward-looking inspiration. The staging placed Paulaner Spezi at the heart of the experience — perfectly aligned with the format’s mission to bring people, partners, and perspectives together.

The evening offered a diverse mix of inspiring contributions, including a keynote by Florian Schörghuber and a guest appearance by Korbinian Engstler. Musical highlights added depth and atmosphere to the program.

Special activation elements included LED light bands and a claw machine filled with Paulaner socks — a clear crowd favorite.

Another highlight came in the form of guest gifts from the Schörghuber family: a limited-edition Paulaner beer stein and a custom-made Paulaner Spezi lamp created exclusively for the event.

It was a pleasure for us to creatively support Schörghuber Insight again in 2025 — with passion for strong brands, impactful live communication, and immersive experience design.

Photo credits: Gisela Schregle