Hamburg News: Trade and Finance. High-class shopping area in the city centre shown.
Phoenix-Center Hamburg © ECE

Phoenix-Center Hamburg: Extension Brings Along Innovative Concepts

New retail concepts premieres in Germany. New food court in the basement of the shopping gallery in Hamburg's south

Following its successful extension and refurbishment, the new rental spaces at Phoenix-Center in Hamburg-Harburg have been opened. Its new food court features eleven different food retailers and approximately 300 seats. It is the first and the only food court in the center’s catchment area. The opening of the food court concluded the extension and refurbishment of Phoenix-Center, adding 2,500 m² of sales area. The investment by the project partners ECE, Deutsche EuroShop, and B&L totals approximately 30 million euro. The extended centre, which is managed by ECE, houses 130 retailers on three levels on an overall sales area of approximately 29,000 m².

Premiere of Several Innovative Retail Concepts

Several retail concepts which were newly signed by ECE, will premiere in Germany: A few days ago, the Swedish sports gear retailer Stadium opened its first shop in a German shopping center and is a new anchor tenant at Phoenix-Center. Gamestop will open its first Zing store in Germany that offers collectibles from popular games, movies, and TV series. Also premiering in Germany will be the Danish “I lov it” store that sells sweets, popcorn, and ice cream. Furthermore, the Danish retail concept Tiger will also move into Phoenix-Center. In addition, H&M has extended its shop space by 850 m² on a third level.

Food Court Reflects the District’s Multicultural Population

The new food court has been built in a colorful and vivid design and reflects the diversity of the district. It offers a variety of dining options with different tastes to fulfill all customer wishes. New concepts at the center include Immergrün (salad), Tokyo Sushi (Japanese), Zenthai (Asian), Mantuchi (Afghan), Pommesfreunde, and Friesenjunge (German food). The tenants Ciao Bella (Italian), Manju (Indian), Mr. Phung (Chinese), and Bosporus Lounge (Turkish) also moved into the food court.

Online Shopping Brand “About you” Opens Pilot Store

The fashion start-up About You and the cosmetics retailer kosmetik4less, whose products have been available exclusively online until now, will open their first brick-and-mortar stores at Phoenix-Center. Thus, they follow the trend that online shops adopt a multichannel strategy which is not restricted to the internet but also draws on the benefits of physical shops where retailers can make visitors experience their products, showcase their brands, or get into close contact with the customers.

First Open-Commerce Business in the German Market

The online retailer About You is the centerpiece of the Collins project, the e-commerce start-up of Otto Group. It is the first so-called open-commerce business in the German market. The project aims to develop and establish new online shopping strategies. This includes an innovative personalisation of the online platform and the products on offer for users as well as opening the platform for user-generated content.

Thus, the About You store at Phoenix-Center has an exceptional modern design and features a coffee bar, tablets for online shopping, or a changing cubicle with a touch screen to select a desired outfit, which can be provided by a shop assistant from a drawer. The online retailer uses the pilot store to test new approaches to win new customers and to increase the popularity of the brand.

Colour Scheme For Better Orientation

In addition, the design of the entire mall of Phoenix-Center was reworked and accented in new colours. The three sections of the triangle-shaped mall have been designed in different colors to improve navigating in the center. According to customers’ wishes further services such as a kids’ play area and additional customer restrooms in the basement have been established.

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