Hotel Taschenbergpalais Kempinski Dresden Hosts the 'Stollen Grand Hotel' Campaign

Dresden, 29 October 2026 – The Schutzverband Dresdner Stollen e. V. (Dresden Stollen Protection Association) is bringing the tradition of Dresden Christstollen to life through a new campaign entitled ‘Stollen Grand Hotel’, with Hotel Taschenbergpalais Kempinski Dresden providing the setting. This year, Dresden Christstollen has a new address: the ‘Stollen Grand Hotel’. The campaign presents the traditional Christmas speciality as a special moment of indulgence – a little luxury to enjoy in everyday life. It brings together two of Dresden's longstanding traditions, highlighting the craftsmanship, quality and heritage of the city's famous Christmas speciality while presenting it in a contemporary way. Through a combination of digital and traditional media, promotional activities at local bakeries and a series of festive events, the association aims to introduce Dresden Christstollen to new audiences and promote Dresden as a Christmas destination.

At the heart of the campaign is the Grand Hotel concept, where visitors are welcomed by Lobby Boy Gustav. Actor Mats Ole Albrecht brings charm to the character, guiding audiences through a world where Stollen brings people together, evokes memories and invites them to pause and savour the moment. High-quality, contemporary imagery meets the values that Dresden Christstollen has represented for centuries: craftsmanship, quality and enjoyment.

 

 

The 'Stollen Grand Hotel' Campaign

No set had to be built for this Grand Hotel. The stage is provided by an authentic Dresden landmark: Hotel Taschenbergpalais Kempinski Dresden. Located in the heart of Dresden's historic old town, close to the Residenzschloss, Zwinger and Semperoper, the hotel has a history dating back to 1705. Preserving Dresden's cultural heritage and carrying it into the future is a matter close to the hotel's heart.

It is no wonder, then, that Dresden Christstollen and the hotel complement each other so well. Both share a rich history, a commitment to high standards of quality and the ability to inspire people far beyond the city's borders. The campaign draws on these shared values to present a familiar Christmas tradition in a fresh and engaging way.

 

Bringing Dresden Christstollen to a Wider Audience

To ensure that the campaign reaches as many people as possible, the protection association is using a broad marketing mix. A dedicated microsite provides a central online platform for the campaign, while Instagram plays a key role in its social media presence. The 'Stollen Grand Hotel' is also being promoted in member bakeries through a newly published brand magazine and a range of promotional materials.

The campaign also reaches audiences through online radio formats and podcasts, including Barbara Schöneberger's 'Mit den Waffeln einer Frau'. Its radio advertisements are deliberately aimed beyond the local region, running primarily in broadcasting areas outside Saxony and Central Germany.

While the campaign embraces modern communication channels, the association's work remains firmly rooted in tradition. Since 1991, the Schutzverband Dresdner Stollen e. V. has safeguarded the Dresden Christstollen collective brand and regularly inspected the quality of all producers. Only bakeries that produce Stollen by hand and meet the specified ingredient requirements are awarded the golden Stollen seal. Since 2010, Dresden Stollen has also been registered as a Protected Geographical Indication (PGI) in the EU.

 

Celebrating the Stollen Tradition Through Christmas Events

The craftsmanship behind Dresden Christstollen can best be experienced in person. During the 592nd Dresden Striezelmarkt, which runs from 25 November to 24 December 2026, visitors can explore the demonstration bakery alongside the Christmas bakery. Here, they can watch Stollen bakers at work and enjoy freshly baked Dresden Christstollen straight from the wood-fired oven.
The demonstration bakery also offers something special for those wishing to add a little Stollen to their Christmas decorations. Available exclusively at the bakery, Stollen-shaped Christmas tree decorations have been created by the protection association in cooperation with the Inge-Glas manufactory in Neustadt bei Coburg. The manufactory is traditionally known for its hand-blown and hand-painted glass ornaments.

Another highlight of the season is the Dresden Stollen Festival on Saturday, 5 December 2026. Now in its 592nd year, the festival commemorates a Baroque spectacle from 1730, when Augustus the Strong commissioned a giant Stollen for the Zeithain Encampment. Today, the giant Stollen is paraded through Dresden's historic old town to the Kulturpalast, where it is ceremoniously sliced. The proceeds traditionally go to a good cause.

Music will also feature in this year's celebrations. For the first time, the protection association is partnering with the Grand Advent Concert at the Rudolf-Harbig-Stadion on 18 December 2026. Attracting around 20,000 guests each year, the open-air concert will bring together two iconic Dresden Christmas traditions, showcasing the connection between music and Stollen.

 

Dresden Christstollen as a Culinary Ambassador for Dresden Elbland

Beyond the Christmas festivities, Dresden Christstollen plays an important role in promoting the city and its surrounding region. Dresden Marketing GmbH (DMG), the official marketing organisation for the state capital, actively uses the speciality as a culinary ambassador for Dresden Elbland, promoting the destination nationally and internationally.

DMG regularly features Dresden Christstollen at events with international business partners, most recently in Vienna, Copenhagen, Warsaw and New York. Through these activities, the product helps introduce Dresden's festive heritage to international audiences and encourages visitors to discover the city.

The following representatives share their thoughts on the campaign and the importance of preserving Dresden's Stollen tradition.

 

Andreas Wippler, Master Baker and Chairman of Schutzverband Dresdner Stollen e. V.

‘As a former pastry chef at the Grand Hotel National in Lucerne, I know that a Grand Hotel thrives on people who have mastered their craft down to the finest detail – just like our master bakers in their bakeries. When the first Stollen emerge from the oven in autumn, they embody generations of experience. It is precisely this feeling and passion for our product that we want to convey through this campaign.’

 

Karoline Marschallek, Managing Director of Schutzverband Dresdner Stollen e. V.

‘Dresden Christstollen stands for centuries-old craftsmanship, heritage and exceptional quality. Our mission is to share these values in a contemporary and engaging way – without losing sight of the brand's roots. Through modern formats and compelling visuals, we want to demonstrate that living tradition and modern communication go hand in hand, keeping the extraordinary craftsmanship of our Stollen bakers firmly in the spotlight.’

 

Marten Schwass, Managing Director of Hotel Taschenbergpalais Kempinski Dresden

‘We are proud that this year's campaign for the Schutzverband Dresdner Stollen e. V. was created at our hotel. We are delighted to support the association in representing Dresden as a special festive destination during the Christmas season. Like our hotel, Dresden Christstollen represents living tradition, artisanal quality and genuine hospitality. Both are deeply intertwined with the identity of our city and help bring the Dresden experience to life for guests from around the globe.’

 

Karla Kallauch, Press Officer for Dresden Marketing GmbH (DMG)

‘Christmas is a major driver of tourism for Dresden Elbland. Dresden Christstollen is one of the most famous hallmarks of our unique festive culture. The popularity of the Christmas season is reflected in the tourism figures: with around 582,000 overnight stays, December 2025 was the second busiest month of the year in Dresden Elbland. Hotel room occupancy in Dresden reached 80 per cent, well above the average for major German cities.'

 

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About Schutzverband Dresdner Stollen e. V.
Since 1991, the Schutzverband Dresdner Stollen e. V. has represented bakeries and patisseries in and around Dresden that produce Dresden Christstollen. Its core responsibilities include protecting the Dresden Christstollen collective brand, conducting mandatory quality checks for all producers and awarding the golden Stollen seal. Through events such as the Dresden Stollen Festival and operating the demonstration bakery at the Dresden Striezelmarkt, the association brings the art of Stollen baking to life for guests from around the world.

About Dresden Marketing GmbH
Dresden Marketing GmbH (DMG) is the official destination marketing organisation for the state capital of Dresden. It develops and promotes the Dresden Elbland brand, marketing the city and region nationally and internationally as a destination for tourism, conventions, science and business. Through the Dresden Convention Service, DMG also assists organisers in planning conferences, conventions and corporate events.

About Hotel Taschenbergpalais Kempinski Dresden
The newly renovated Hotel Taschenbergpalais Kempinski Dresden is situated in the historic city centre, in the immediate vicinity of famous landmarks such as the Royal Palace, the Dresden Zwinger and the Semper Opera House. The five-star luxury hotel is the ideal starting point for exploring Dresden’s rich heritage. The Dresden Baroque-style exterior of the building also boasts a contemporary interior with undeniable elegance and a range of amenities that convey a sense of style and luxury. The 180 rooms and 31 suites are elegantly designed with modern facilities to maximise comfort. The hotel has its own restaurant and bar, a fitness centre, a first-class spa and an indoor pool. Despite all the modernisation work, Hotel Taschenbergpalais Kempinski Dresden remains true to its service standards, which are based on authenticity, generosity and a personal approach. As part of the restoration, the hotel received full certification for allergy-friendly construction from the ECARF (European Centre for Allergy Research Foundation).  
Kempinski.com/dresden

About Kempinski Hotels
Established in 1872, Kempinski Group is Europe’s oldest luxury hospitality company. Kempinski’s rich heritage of impeccable personal service and superb hospitality is complemented by the exclusivity and individuality of its properties. Today, the Kempinski Group operates 73 hotels and residences in 30 countries and has more than 22 prestigious projects currently under development around the globe. Each five-star hotel reflects the strength and success of the Kempinski brand without losing sight of its heritage; each one imbues the quality guests have come to expect from Kempinski while embracing the cultural traditions of its location. The portfolio comprises historic landmark properties, award-winning urban lifestyle hotels, outstanding resorts and prestigious residences. Kempinski is a founding member of the Global Hotel Alliance (GHA), the world's largest alliance of independent hotel brands.  
www.kempinski.com • ghadiscovery.com

Press contact 
Susanne Morgenstern 
Director of Sales and Marketing
Hotel Taschenbergpalais Kempinski Dresden
Taschenberg 3 ∣ 01067 Dresden ∣ Germany
T +49 351 4912 600
[email protected]
www.kempinski.com/dresden