Prof. Marcus Gwechenberger, Head of Frankfurt's Building Department, in conversation with Julia Lorenz (journalist)
New brooms sweep well - however, it would be presumptuous to compare Prof. Gwechenberger with a broom, since as a former lecturer in urban planning in metropolitan areas and head of the building department, he is a highly competent personality. Not only is he very familiar with the pressing issue of retail in Frankfurt, including the Zeil, but he also confirms what we have considered to be an immense game changer for our city centres since 2013 and which we had already presented to his predecessor, Mayor Cunitz, in 2013 in line with our development processes ERS-Framework UrbanMITTE©. This framework was also made available to IHK President Prof Mathias Müller in 2013 and to Head of Department Markus Frank (who was responsible for the economy at the time) in 2015.
Parallel to UrbanMITTE©, which is available to decision-makers in Frankfurt (Frankfurt was exemplary here for other European metropolises), the ERS framework UrbanChannel© was developed at various process levels. For topicality's sake, we quote from UrbanChannel©, Part 9:
From Department Store to MehrWertShopping©(MWS©) / Raum-im-Raum©
The approach is to reposition existing retail spaces by reducing the space requirements (e.g. Galeria, C&A, P&C, Saturn, etc.) - in the value of a target customer-adequate appearance and future-oriented profitability - and thus achieve an increase in customer frequency in the assigned clientele orientation. With MWS©, the existing property will be given a new urban identity, characterised by meeting, lingering and a creative shopping experience.
The basis for this, as a central statement in the independence of stores in a themed spatial structure, is the combination of communication, aha-experience and enjoyment, with depth of advice and service, digital and logistical links (e.g. CCA©, Product Availability, Click&Collect / Reserve, Shop / Order Delivery, etc.).Behind the shopping philosophy Raum-im-Raum© is not only the value placement of each individual store in its own position in a complementary overall structure through target-oriented value enhancement, but rather the shopping experience Raum-im-Raum© is part of an urban shopping and strolling space.
Through its own structure, in connection with public spaces to the thematised communication space, an overall visual value space is created. An associated neighbourhood is always fundamental (see ERS framework UrbanMITTE© / UrbanRaum Raum-in-Raum©).
(...) Approach 3
Raum-im-Raum©, each store is part of a whole. In other words, the existing structure defines the floor space, and any necessary structural/design interventions must take full account of the requirements of the new approach.Individual shopping spaces with a new character are created. The spaces become communication areas with aha-experience and enjoyment. This new approach is an extraordinary future orientation for the location, not only for existing users but also for new users. Master planning has a high level of expertise in project support, not only providing the framework, but also a comprehensible statement in advance.
(...) Approach 4
Each individual store is a multiplier for the shopping experience. The extraordinary presentation of goods and the overall coordination provide the appropriate framework for the target clientele. Vendors not only sell goods, but an attitude to life. (This topic is dealt with in UrbanChannel©, parts 1 to 4).
(...) Approach 5
The bistros / café bars located in the assigned areas emphasise the welcome, provide the basis for communication with the target clientele and are frequency carriers and linger multipliers, first category, also for the sophisticated chat.
Shopping for everyday needs is a thing of the past - in the digital age, the visual/haptic shopping experience is becoming increasingly important, people want to have their senses touched and immerse themselves in their growing sense of value.