From savoring fine wines at Pinot and Rock to dancing to pulsating electro beats at Sea You or enjoying classical melodies at the Münsterplatz Concerts—this year we proudly sponsored three regional cultural events. These partnerships not only brought joy to festivalgoers but also created memorable experiences for our employees. Let’s take a look back at some of the highlights from this remarkable festival season.
An exciting kickoff to Festival Summer: Pinot and Rock
A cool drink in hand, live music filling the air, and the sun shining down—our festival summer couldn’t have started on a better note. In early July, around 30,000 people gathered at Fritz-Schanno-Park in Breisach to enjoy performances by artists like Montez, Sportfreunde Stiller, ClockClock, and Álvaro Soler. Visitors indulged in delicious food and refreshing drinks while soaking up the vibrant atmosphere.
For those needing a break from the action, our Haufe Group area offered a welcoming retreat under shady awnings adorned with colorful fairy lights. One of the biggest hits was our video campaign: visitors stepped onto a small stage in front of the Haufe Group wall with instruments and props to create their own mini-performance. They walked away with slow-motion videos as fun souvenirs that sparked plenty of laughter! Our mobile charging station also proved popular—festivalgoers could securely store their phones in lockers equipped with integrated charging cables while taking time to enjoy one of our refreshing Haufe Group ice creams.
"Our goal wasn’t just visibility through an advertising banner; we wanted to create a space that evokes positive emotions and leaves lasting memories," explains Anna Kramer, Corporate Brand Manager and responsible for overseeing this sponsorship. "We aimed to offer local communities experiences they’ll remember fondly—sometimes all it takes is something as simple as an ice cream or a shady spot to relax." Anna was present at the event herself and found great value in engaging directly with attendees during brand surveys conducted onsite. These insights provided valuable feedback on how people perceive Haufe Group today and will help shape future initiatives designed to strengthen our brand presence sustainably.
Many colleagues joined in on the fun too—including Martina Mühlhans from Lexware’s team, where she works as a requirements engineer translating ideas into clear specifications for new software products. Martina won her day ticket through an internal employee competition—and her smile still lights up when she recalls that unforgettable summer day: "The music was fantastic; the atmosphere so relaxed. What made it extra special was experiencing something like this not just privately but also through my job." Together with her daughter, Martina danced along to Jan Delay’s performance under sunny skies and had endless fun capturing memories using our Slow Motion Box—the resulting photos now proudly hang on their fridge at home.
Full of energy at Tunisee: Sea You Festival
Things got loud and lively at Lake Tunis in mid-July. The tenth edition of the Sea You Festival drew nearly 71,000 electronic music fans over three unforgettable days, featuring beats from techno icons like Paul Kalkbrenner, Sven Väth, Alle Farben, and more. In our spacious 300-square-meter Haufe Group area, visitors found the perfect spot to unwind amidst all the excitement. With cozy beanbags to relax on, refreshing Haufe Group ice cream to enjoy, and an endless supply of beats filling the air, it was a haven for festivalgoers. Our sun hats and fans proved indispensable in the summer heat—just like our sunscreen station—which made them especially popular among attendees.
Among those soaking up this vibrant atmosphere were Sanja Limberger (Business Analyst) and Irina Widiker (Consultant Inhouse Learning Solutions). As winners of our internal competition, they not only received tickets but also special perks: personal welcomes, exclusive backstage tours including access to artist areas, and entry into the festival's VIP zone. "Overall," explains Anna Kramer from Corporate Brand Management, "we raffled off day tickets, VIP passes, and special packages with backstage tours across all three festivals we sponsored this summer. On top of that were discount codes available for everyone." She adds: "Our goal was to create special summer moments for employees—memories like enjoying music together with colleagues that hopefully stick with them for years to come."
The success of this initiative became evident through numerous snapshots and thank-you posts shared by employees on our internal social wall during and after the events. For Sanja in particular, one highlight stood out: "Being able to see Lilly Palmer perform up close was absolutely incredible—a moment I wouldn’t have experienced without Haufe Group’s support." Irina chimed in: "Winning VIP tickets meant so much to me—especially because I could bring someone along! Sharing such a unique experience makes it twice as meaningful."
There was another unexpected bonus memory too: “Irina and I both work at Haufe Akademie but had never met before,” says Sanja. “Getting to share this experience together felt really special—it was almost like taking a mini vacation.”
A grand finale: Münsterplatz Concerts
From Breisach to Tunisee, our festival summer reached its crowning conclusion in the heart of Freiburg at the end of August. The Münsterplatz concerts wrapped up the season with an eclectic program spanning classical music, techno, and pop. Some dedicated fans arrived early in the morning, staking out spots between market stalls to secure front-row seats for Wincent Weiss. By evening, 5,500 attendees filled the square in front of Freiburg Minster (Cathedral), creating an electric atmosphere under its towering presence. The band Provinz drew thousands of spectators as well, while tickets for German Italo-pop sensation Roy Bianco & Die Abbrunzati Boys sold out long before their performance.
For Stefan Scheerer, one of our IT Consultants and a winner in Haufe Group’s internal competition, it was classical music that stole the show. He chose tickets to see the Prague Philharmonic Orchestra perform—and he wasn’t disappointed: "Hearing The Moldau performed live against such a stunning backdrop was unforgettable—a true gift for which I’m deeply grateful," he shares.
Festivals that bring people together
Three festivals, three unique vibes—but one common thread: cultural events like Pinot and Rock, the Sea You Festival, and the Münsterplatz Concerts define the spirit of life in Freiburg and its surrounding region. They bring people together across generations, interests, and backgrounds. As a company deeply rooted in this area for decades, we’re proud to support these moments—because events like these showcase just how vibrant and diverse our region truly is. We’re thrilled to have been part of it all and to contribute to creating these memorable experiences.
And at the end of the day? There’s always something that stays with you: a photo, a song, or an evening shared with colleagues—moments worth talking about long after they’ve passed.
