Sebastian Guth of 21Media, Ralf Schaffus of Union Investment, jury member Klaus Striebich of ECE, and Dirk von der Ahe of Sierra Germany (from left to right). Image: Falk Heller
Retail

An award for “First Store by Alexa”

The winners of this year’s “Real Estate Marketing Award 2017” were again honored at the international real estate fair Expo Real in Munich. The winners in the “retail” category are Union Investment Real Estate/Sonae Sierra/21Media for their “First Store by Alexa,” a new competition concept for innovative store ideas.

The vision Alexa’s operators, Sonae Sierra and Union Investment, in Berlin was to create a lively, colorful, and distinctive trading place.

Image: Sonae Sierra

A modern shopping experience must include diversity and innovation.

“First Store” is designed to offer innovative store ideas a platform for their first shop with the best infrastructure—in a top location in the middle of the German capital in the successful Mall Alexa on Alexanderplatz, with half a year’s free rent.

The competition “First Store by Alexa” was thus conceived together with, and then carried out by, the agency 21Media. This included a communication concept that was designed to attract potential candidates for the competition.

The submitted concepts were finally evaluated by a professional jury and a public vote. The winner Holymesh opened Germany’s first influencer store on November 4, 2017.

Combine online and offline

Image: Holymesh

This new “Holymesh Millennial Store” will combine online and offline and bring collections by YouTubers, social media stars, and the private-label “Holycollection” to life for their fans.

Regular events with social influencers are therefore an important part of the concept for the first offline store in Alexa.

The brand’s target audience is socially well-connected young people. All this fits perfectly with the concept and customer structure of Alexa, the Mall of Stars.

 

Follow ACROSS

Download

fb-art 150

Share this article
Sign up for our ACROSS Newsletter. Subscribe to ACROSS Magazine.

Retail MORE

Good Mood and Exciting Perspective

“The complete focus on the customer, with his ideas and wishes regarding shopping, has progressively become the benchmark for tailormade developments.” By Christine Hager.

The Role of the Local Community in Enhancing Retail

In order to survive, shopping centers are beginning to adapt retail, housing cultural, educational, and leisure facilities all under one roof. Since 80% of those visiting malls are Millennials or Gen Z, leisure is a hot topic within retail development.

Service quality is the measure of the future

The three mega-topics of the European society, “globalization”, “digitization” and “demographic development,” are now known to all. Only the resulting changes for the respective business models are still unclear in many places.

Hong Kong’s Causeway is world’s most expensive retail street

For the first time in five years, Hong Kong’s Causeway Bay has replaced New York’s Upper 5th Avenue as the world’s most expensive retail street by rental value, according to data from Cushman & Wakefield.

Online Retailing in Alpine Countries: Further up the Mountain

A study conducted by EHI and Statista examines the e-commerce markets in Austria and Switzerland.

Virtual Reality at the Service of Food Court Investment

Gastronomy areas are increasingly becoming the focal points of shopping centers. Virtual reality software makes planning much easier.