Credit: Architektur und Mensch
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P&P Group opens Urban Entertainment Center Flair in Fürth, Germany

Germany's only new center opening 2021–22,000 sq m of new shopping and experience space added to Fürth’s city center–Europe's largest virtual reality world.

Fürth, 17 September 2021–After a construction period of two and a half years, the investor P&P Group ceremoniously opened the new Flair urban entertainment center in Fürth alongside Mayor Dr. Thomas Jung and Horst Müller, the city’s economic advisor. On the site of the former City-Center from 1985 in Schwabacher Straße, visitors can now enjoy 60 stores, numerous gastronomic offers, experiences, and attractions as well as Europe’s largest and most modern virtual reality world with Hologate World Flair.

An experience center that appeals to all the senses

“Flair is characterized by the trifecta–selection, atmosphere and attraction. Only a coherent and contemporary combination of a diverse range of goods and services, an atmosphere that is inviting in every respect, and unique experiences on site can create a sustainable overall package with added value for the consumer. Especially in the Covid-19 era, with its often-limited leisure and contact opportunities, people as social beings long for interpersonal exchange, encounter and communication. Flair serves these basic needs as an experience platform. In addition, we appeal to all of the customer’s senses, for example through our specially developed Flair fragrance. In developing Flair into the living room of the city, we quickly realized that we also have to offer attractions and experiences in order to generate sustainable frequency,” says Michael Peter, founder and CEO of the P&P Group, explaining the concept.

Among other things, an innovative interior design with extensive use of wood and moss walls contributes to the positive feel-good atmosphere. Large pockets of air allow for daylight to flood in and merge all levels of the building. In addition to the invitingly furnished comfort lounges, which were developed in cooperation with psychologists, Flair also offers a quiet home office area. The attractive design is rounded off by integrated art in the interior and exterior areas.

Unique selling proposition virtual reality world

Various attractions such as Europe’s largest free-standing block aquarium weighing around 27 tons, a free fitness course, LED floors with virtual river courses or the large children’s world with a spiral slide over two floors offer entertainment for the whole family. A special highlight is Germany’s largest virtual reality experience Hologate World Flair, which offers unique escape rooms and multiplayer gaming events on its 1,300 sq m.

“Pure, functional shopping is less and less in demand, and not just since Corona. It’s all about a holistic customer experience and optimizing frequency through the strategic interlocking of all factors. Anyone who claims that the city center or brick-and-mortar retail is dead fails to recognize the enormous potential of the city center as a natural place for lively communication and human relationships. The point is to constructively shape the current change with innovative experience platforms like Flair,” says Peter.

Best location for shopping and leisure of the future

Flair is aimed primarily at the nearly 1.2 million residents of the Fürth/Nuremberg catchment area. The perfect downtown location on Schwabacher Strasse offers a direct link to the pedestrian zone and public transport. Visitors arriving by car have access to 530 convenient parking spaces in Fürth’s most modern and largest underground car park.

The entire remodeling and new construction of the entrance building is currently undergoing the final certification process with the BREEAM sustainability seal. Flair replaces the City-Center, which was built in 1985 as one of Germany’s first shopping malls. For many years, the brewery grounds and Geismannsaal, one of Fürth’s central event venues, were located on the same site. Flair will seamlessly continue this tradition of meeting in the heart of the city.

“With this landmark project in the center of the prospering science city of Fürth, we want to further develop the center format in a targeted manner and usher in a new era for the asset class. In doing so, we are consistently focusing on the needs of the customer and high-quality offerings tailored to these needs. With this concept, we have achieved an occupancy rate of 100% even before opening,” Peter is certain.

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