The real estate investor Conren Land has completed the refurbishment of the “Houses of Fashion“ in Eschborn near Frankfurt. Under the motto “next level hdm”, the center’s entrance and circulation areas were extensively renovated. Conren Land has invested more than two million euros in the redesigning of the property at Kölner Straße 1.
The new design concept was penned by Just/Burgeff architects. Highlights include a new catwalk in the foyer as well as new colour, lighting and design concepts. A large screen wall along the catwalk creates new presentation and advertising opportunities for the resident fashion labels. The signage and visitor information were also improved.
“The redesign is accompanied by a new expansion and marketing strategy,” says center manager Eva Jansen in de Wal. “We will focus on a supra-regional positioning of the centre and an enhancement of our product range. To offer more variety and more sustainable collections, we teamed up with neonyt,for example.” neonyt is a business and communications platform that promotes sustainability, digitalisation and innovation in the fashion industry.
“The marketing strategy builds on numerous events and a large, predominantly digital marketing campaign for this year’s virtual Fashion Week,” continues Jansen in de Wal.
The “Houses of Fashion“, with a total GLA of around 40,000 sq m, is home to some 800 collections and brands. The center northwest of Frankfurt is easily accessible via motorways A5, A66 and A649, which connect Eschborn with long-distance traffic. Frankfurt’s city centre can be reached by public transport via suburban railway station “Eschborn Süd”, which is only a few minutes’ walk away.