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Shop, Experience, Enjoy

PLACEMAKING: EMOTIONAL EXPERIENCE-BASED SHOPPING

Inspiring and thrilling visitors and creating a custom mix of uses for each location: We turn shopping centers into places where people like to come together, enjoy moments together, and share exciting experiences. We call this process “placemaking”. Entertainment, leisure, health, and wellness play an important role in addition to shopping, services, and gastronomy. True to the motto “focusing on people”, we always orient ourselves to the wishes and needs of the local populace. In close partnership with our stakeholders, we turn centers into real “Places for People”.


GASTRONOMY IN THE CENTERS

Eating out as a shared experience. Meet friends, talk, and take a break: More and more people are eating outside their own four walls. Good and varied culinary offerings attract numerous visitors every day. This is achieved through contemporary, trendy, and new food concepts. We are therefore continuously expanding the number of food services in our centers.

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LEISURE AND ENTERTAINMENT

The “eventization” of society is in full swing: Customers today yearn for special moments and we create the space for them. For us, this also includes experiences that go far beyond shopping. Whether cinemas, jump houses, or climbing parks – the desire for unique entertainment while shopping is greater than ever. We are of course happy to meet this demand.

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PLACEMAKING NUMBERS

1,000,000,000

€ gastronomy sales in our centers (2018)

2,000

Gastronomy units in our centers

40

% of visitors choose centers according to their gastronomy offerings

60

% of the visitors use the gastronomy offerings

81

% of our visitors are satisfied with the gastronomy offerings

FUN AND ENTERTAINMENT FOR THE WHOLE FAMILY

Shoptainment in the heart of Europe

With investments of over 100 million euros and extensive refurbishment at all levels, we have worked with DWS to make Frankfurt’s MyZeil fit for the future. The recipe for success: a triad consisting of shopping, living, and enjoying. A highlight is the new gastronomy and event floor “Foodtopia” located on the fourth floor, which is also home to the new premium cinema “Astor Film Lounge”.

MyZeil, Erlebnisshopping

Diving into the world of jellyfish

Aquariums and shopping centers are a perfect match, as the latest attraction on the roof of our Czech center Arkády Pankrác shows. Visitors can view around 10,000 different jellyfish species in 38 specially designed aquariums in the world’s largest jellyfish attraction. This not only brings in additional customers to the center on weekends but also tourists.

Excelling in athletics

Nowhere is shopping better combined with entertainment, sports, and leisure activities than in Waterfront Bremen. Covering a total area of around 6,000 square meters, 14 different activity areas all about jumping and climbing as well as sports and games invite guests of all ages to take part in a spectacular leisure experience.

Free as a bird

Guests of the Rhein-Neckar Centre in Viernheim can look forward to entertainment of the highest order. On the site of the mall, the worlds leading manufacturer of freefall simulators, the Indoor Skydiving Group, is planning to develop a new type of wind tunnel model. Adventurous shopping fans will then be able to combine their shopping trip with a flight in the six-meter-long all-glass flight chamber. Thanks to its energy-saving and low-noise construction, the new leisure attraction fits perfectly with the location and offers center customers a real experience. The flight simulator is scheduled to open in the fourth quarter of 2021.

(c)  Indoor Skydiving Bottrop GmbH / T. Stachelhaus

NOVA turns blue

In Central Germany's only smurf village in the NOVA near Leipzig, the 4 to 10-year-old visitors experience many adventures between ball bath, climbing islands, painting and handicraft corners as well as lovingly designed mushroom houses, which are in no way inferior to their originals in comic and TV. There is also a 3-hole mini-golf course and a VR experience to discover on the more than 800 sqm.