Lidl Czech Republic has launched a new summer pop-up concept in Prague designed to bring its private-label products beyond supermarket shelves and into one of the city’s most popular public parks, highlighting the growing importance of the Czech private label sector. The retailer’s new Summer Terrace, located at the Prague Exhibition Centre in Stromovka, will operate throughout the holiday season, offering food, drinks and activities centred around Lidl’s own-brand range.

The seasonal venue features products including Argus draft beer, Bellarom coffee, Gelatelli and Ballino ice creams, and Grill & Fun barbecue ingredients. Visitors can purchase grilling products on-site and prepare them at nearby public barbecue facilities.

The project is intended to showcase Lidl’s private-label portfolio in a different setting, encouraging consumers to experience the retailer’s own brands during leisure activities and summer gatherings.

The terrace also incorporates Lidl’s digital loyalty programme. Customers using the Lidl Plus app can access discounted prices on selected drinks, including Argus beer and coffee products.

Beyond food and refreshments, Lidl has planned a programme of public events during the summer, including cooking demonstrations, barista sessions, beer-tapping workshops, quizzes, children’s activities and sporting events. The retailer said some activities will also focus on healthy eating and balanced lifestyles.

Sustainability has been built into the concept through the use of reusable cups, glassware and porcelain serving dishes. Lidl said the initiative continues its efforts to introduce more sustainable operating solutions while also maintaining responsible alcohol sales policies, including age verification procedures and trained staff.

The Summer Terrace highlights a growing trend among European retailers to use experiential marketing to strengthen the appeal of private-label products. By taking its own-brand range outside traditional store environments, Lidl is seeking to build stronger consumer engagement and position private labels as lifestyle products rather than simply lower-cost alternatives.

The seasonal pop-up will remain open to the public throughout the summer in Prague.

Editor’s Note: This article is based on information released by Lidl Czech Republic regarding the launch of its Summer Terrace pop-up in Prague, including details about the retailer’s private-label offering, public programme and sustainability measures. Additional context on private-label and experiential retail trends has been added by the GSN editorial team.