THANK YOU CHATGPT, I couldn’t have said it better myself

Hans-Jürgen Krackher’s marketing cabinet in Potsdam is called a WUNDERKAMMER (cabinet of curiosities) because it houses a unique private collection that brings the origins and milestones of brand marketing to life. Here are the key reasons for this characterization:

Focus on brand history. The collection concentrates on the world’s oldest branded products, especially so-called “waters with an effect.” A core element is the exploration of the roots of brands like Schweppes and Coca-Cola.

Curiosities & milestones. Like a classic cabinet of curiosities (Wunderkammer), the cabinet presents rare objects that embody the spirit of innovation, such as the historic torpedo bottle from 1851.

Multifunctional space. Krackher describes the space itself as a mixture of home museum, open storage facility, and salon. It serves not only for archiving but also as a space for exchanging ideas about entrepreneurial spirit and creative concepts.

Personal research. The cabinet of curiosities is the result of years of independent research (“Digging to the roots”), in which Krackher documents historical marketing developments using physical exhibits.