„Proud op Kölle” – OBI shows its colours
With the specially developed Pride claim and the uniquely implemented design 'Proud op Kölle,' the hardware store clearly positions itself against any form of discrimination and makes it clear: DIY knows no boundaries but sees itself as an expression of diversity and individuality. Together with the creative agency Zum goldenen Hirschen, OBI is sending a clear signal for diversity and showing its colors – in all OBI stores, in downtown Cologne, in the 'OBI MachBar,' as well as at the CSD (Christopher Street Day)
OBI sees itself as a committed partner for an open society. This stance is demonstrated by the hardware store, one of the leading addresses for DIY in Germany and Europe, in various initiatives. With the ‘Proud op Kölle’ flag, OBI is currently making the vibrant colors of the city of Cologne, in addition to the company’s location in Wermelskirchen, OBI’s second home, even more visible.
“Pride is an important topic for us. In recent years, OBI has already made a statement in the Pride context, presenting itself as a cosmopolitan brand committed to its location. For us, it’s clear: DIY knows no boundaries. DIY connects and makes no distinctions regarding age, origin, gender and sexual identity, religion, or worldview. We believe in community, want to support people in their development, and take responsibility for making this socially relevant field even more visible – achieving this goal as OBI with joy makes us PROUD!” says Christian von Hegel, Senior Vice President Brand & Communication at OBI.”
Let’s get ready for pride!
Even the DIY program at the OBI MachBar is getting colorful. The experiential workshop in downtown Cologne was launched by the hardware store in collaboration with Zum goldenen Hirschen in 2022. Here, participants can get creative themselves with monthly changing DIY workshops and events. For Pride, the OBI MachBar invites everyone to celebrate diversity with colorful projects.
The highlight is the participation in the CSD Parade on July 9th in Cologne. OBI shows its colors at the demonstration with its own float and a walking group. In line with the message, Zum goldenen Hirschen has branded the truck in ‘Proud op Kölle’ design. The CSD demo, along with the street festival, is the highlight of Cologne Pride and, with around 1.4 million visitors, the largest demonstration of its kind. Jakob Szroborz, Managing Director at Zum goldenen Hirschen Cologne 43, says: ‘We are very pleased to accompany such a relevant societal topic in communication together with OBI and to give DIY a completely new context with Pride. It makes us even prouder to share the same values and stance as Hirschen.
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