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DES GB2015 Englisch

Fire The four elements – fire, water, air and earth – were symbolically represented by a 3D art project in the center during the renovation work. The food court and new shop areas were built while the exist- ing center continued to operate, which posed particular challeng- es for the project’s managers. For example, most construction took place at night in order not to disturb visitors. In the final com- pletion stage, up to 60 labourers were working simultaneously to erect walls, lay flooring and add water fountains, among many other tasks. In order to achieve a pleas- ant flow of natural light to the basement level, large holes also had to be added at ground-floor level. Special dust-protection in- stallations were erected around these, which became attractions in their own right: they were created by the reigning world champion in 3D street painting, Frederike Wouters. The end re- sult incorporated five amazing tricks of perspective that amazed visitors. The expansion also allowed for further new concepts to be added to the shopping center. For instance, the Swedish sporting goods supplier Stadium opened a store in the Phoenix-Center – its first in any German shopping center. Gamestop opened Germa- ny’s first store for its Zing brand, which is dedicated to gaming, TV and film collectibles. The fashion start-up About You and cosmetics retailer kosmetik4less were two further new arrivals at the Phoenix-Center, both of which had previously only sold their goods online and were therefore open- ing their first bricks-and-mortar stores. They follow in the footsteps of other digital-only retailers in pursuing a multi-channel strategy, no longer relying on online business alone but also making use of physi- cal shops, where they can bring their products to life, showcase their brand and make face-to-face contact with customers. The new basement food court, with its colourful, lively design, offers 300 seats for visitors. The “Foodie”, as it has now been named, reflects the diversity of Hamburg’s Harburg district, offering a highly varied selection of cuisines and dining options, from salads to sushi and Indian to Italian, not forgetting traditional hearty German fare. The entire Phoenix-Center shopping street has been given a facelift using modern colour accents. To improve navigation around the center, the three zones of the triangular mall are now clearly colour- coded. With the addition of a children’s play area in the basement and extra customer toilets, the service offering at the center has been improved and customer wishes catered to. CENTER 48 Deutsche EuroShop AG Annual Report 2015

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