Tomorrow is the opening date for the Weserpark, which was enlarged by 12,500 m² in a 17-month construction period. 60 new tenants are moving into this space, mostly from the fashion and lifestyle sectors. The Weserpark now offers 170 shops, as well as gastronomy and service providers on a total area of 66,000 m². The gastronomic selection is complemented by a new food court with over 380 seats and 14 restaurant concepts. The existing mall also received a new interior design to suit the new concept. A new five-storey car park with a further 1,200 parking spaces was taken into operation last spring, so the Weserpark now has a total of 4,800 cost-free parking spaces.
A total of 65 million euro was invested in the center, which after the expansion is now one of the largest shopping centers in Northern Germany. The center management is in the hands of MEC METRO-ECE Centermanagement GmbH & Co. KG, on behalf of whom ECE Projektmanagement GmbH & Co. KG managed the leasing. METRO PROPERTIES was responsible for the project development and the construction management. The client and owner is a joint venture of the Steenken Group, Münster, and METRO PROPERTIES, Düsseldorf.
Lots of new fashion brands, as well as purchasing on all channels in the "Inspiration Store"
he new fashion brands in the Weserpark include Zara, Mango, Desigual, Hallhuber, Tamaris, Tommy Hilfiger, Humanic, Walbusch, Reserved and many more. With its store in Bremen, Reserved is opening its third store in Germany - in Europe there are already a total of 270 stores. With Kiko and Rituals, the center has gained two trendy cosmetic suppliers. A further highlight in the new Weserpark is the "The Inspiration Store": this shop, which was developed by the METRO GROUP, eBay and PayPal, invites consumers and traders to use all sales channels. Until mid-January 2015, visitors of the Weserpark can experience in the center how the advantages of stationary, online and mobile trade can be connected with one another: the products can be purchased either directly in the shop, via digital displays in and in front of the shop, online via smartphone or tablet computer.
Modernisation enables an even higher quality selection
In the course of construction measures, almost all existing tenants modernised and/or enlarged their stores. For example, Douglas, Thalia, Deichmann, Ulla Popken and Bonita now have a new shop design. Some of the long-standing tenants also moved into the new premises, e.g. Esprit, Bags & Boxes and s.Oliver. In the course of the conversions, Real also created a totally new shopping experience. It can now offer a better product range, lower prices and a better shopping atmosphere. With new services such as cost-free WLAN access, Real has generated added value for its customers and has improved its competitiveness. Media Markt is sticking to its tried and tested appearance.
The aim of the revitalisation measure to further optimise the industry mix was achieved, just as the wishes of the existing tenants for improved selling space were fulfilled. The new concept of the Weserpark also includes the expansion of the gastronomic selection through the food court. The menu ranges from the burger concept "Hans im Glück" to the smoothie mixers "Immergrün".
Striking stylistic elements and a lot of daylight
"In the course of the current comprehensive expansion works, the Weserpark has received a new design with a lot of daylight, as before, and with striking stylistic elements," says Dr Michael Hartung, Regional Director Germany of METRO PROPERTIES. The facade is interrupted by a glass entrance. Free-standing wall sections with openings in organic forms draw the attention of visitors. The interior of the Weserpark is characterised by daylight and natural, light materials, which create a pleasant atmosphere. Ceiling elements with organic elements also contribute to this. In the existing mall, suspended and newly plastered ceilings offer a new light concept and new mall furniture offers a new ambience. The designs were produced by the architect's office Maas und Partner.
New positioning, new branding
With the expansion, the new architectural design and the establishment of innovative concepts, the Weserpark is being transformed from a retail market-oriented center into a modern shopping center. "The main aim of the new Weserpark is to offer its customers shopping, enjoyment and exciting experiences, as well as a recreation location. Visitors can still shop their groceries" says Center Manager Monika Mehrtens. Due to these changes, the Weserpark will become newly anchored in its competitive environment and will receive a completely new market concept with a new brand presence. In the course of the opening, a new logo, an advertising campaign and more will be introduced.