DAY DREAMS × BUCHNER'S BIERHALLE / CASE STUDY 001
An Oktoberfest collection brought to life through creative direction, production, retail, and community.
OKTOBERFEST 2026 · JACKSONVILLE, FLORIDA · CREATIVE STUDIO × BIERHALLE
ORIGINAL MERCHANDISE DESIGNED, PRODUCED AND OPERATED BY DAY DREAMS
01 / THE IDEA
Buchner’s Bierhalle has always been known for providing a high-quality, authentic German experience. For Oktoberfest 2026, we translated that identity into a commemorative collection built around original, richly detailed artwork.
TWO COLORWAYS · ONE ORIGINAL ILLUSTRATION · ORNATE BACK ARTWORK · CUSTOM CREST · DETAILED FINISHES
02 / THE RESULTS
The first release drew immediate interest resuting in 26 shirts sold in one day. Day Dreams completed immediate, additional production runs to respond to sales demand, with Buchner’s handling face-to-face sales and Day Dreams operating the online storefront and fulfillment.
Shirts supplied across three runs
Sold on opening day
Estimated sold by October 12
Estimated sell-through as of October 12
† It should be noted that the Oktoberfest celebrations are largely held outdoors and that roughly 50% of the entire event was affected by rain and tropical Storm Isaias which had a direct impact on sales during the last two weeks of the event.
Recorded website sessions
Sessions from table-tent QR code
Sessions converted from QR code to online sale
Online sales revenue
Digital promotion and site integration generated another layer of reach: 498 recorded sessions from Buchner’s website referrals and tagged Instagram traffic between September 26th. QR campaign traffic is reported between October 4th and October 12th.
03 / THE WORK
Day Dreams directed the design, sourced blanks and prints, pressed and inspected garments in-house, designed custom tags, handled online ordering, and produced photography and promotional assets. We worked alongside Buchner’s team to bring the collection into the venue and onto customers.
IN-HOUSE PRODUCTION / CUSTOM DETAILS / STAFF VARIATIONS / ECOMMERCE AND FULFILLMENT
In-House Photoshoot
04 / THE REACTION
One couple told the team, “We came because of the shirts.” The collection became more than an object to buy: for some, it was a reason to visit and another way to belong to the place.
JASON — OWNER, BUCHNER’S BIERHALLE
Reflecting on opening-day sales
LET'S MAKE SOMETHING REAL
Day Dreams is an independent creative studio interested in ongoing merchandise partnerships, not just one-off shirt orders. We bring together design, production, ecommerce, photography, and campaign thinking to build merchandise programs worth returning to.