Hanau in Transition Interview: “The Stadthof is the boldest project for the transformation of a city center”

A major project like the Stadthof needs strong partners at its side. Nico Ubenauf (CEO satis&fy) and André Stromeyer (Managing Director HBB Centermanagement GmbH & Co. KG) look at what has been created and what is to come in an interview.

Mr. Stromeyer, Mr. Ubenauf, you and your companies are close partners of the Stadthof, working on a wide range of issues. Where do you contribute your expertise?

Nico Ubenauf: "Especially at the beginning, we spent numerous brainstorming sessions exploring the fundamental question of how to rethink the city center and, above all, the transformation of vacant department stores. From this, a concept was developed and a design was created, with which we implemented the staging of the building and the interior design of the ground floor."

Andre Stromeyer"We provide leasing support and acquire new tenants through our extensive network. These tenants must contribute to making the city a unique and attractive destination with their unique concept. The second aspect is the ongoing operation of the Stadthof, for which we provide consulting services. Here, we can support with our wealth of experience gained from numerous openings and operating retail properties of all kinds."

What do you think is special about the STADTHOF HANAU?

Andre Stromeyer: "The Stadthof is an innovative and groundbreaking project. Many cities are faced with the question of what to do with empty department stores. Since Hanau is particularly close to our hearts through our long-standing collaboration, the willingness and joy to be part of the project was very great. For me personally, even more so, because the Forum Hanau was one of my first projects at HBB many years ago.”

Nico Ubenauf"For me, the Stadthof is the boldest project to transform a city center and solve the glaring challenge seen in so many cities. This impresses me and motivates us to make a contribution."

Mr Stromeyer, with HBB you also look after the Forum HanauDo the Forum and the Stadthof compete?

Andre Stromeyer"No, because the Stadthof isn't a traditional shopping center. For example, there will be shops here that haven't had a brick-and-mortar presence before. The retail spaces are significantly smaller, and the entire concept aims to constantly create new worlds with innovative concepts that may even only be present for a few weeks. The Forum is designed and positioned quite differently in terms of its tenant and industry mix. The complementary interaction between the Stadthof, the pedestrian zones, and the Forum will make Hanau even more attractive and will thus attract more visitors from the surrounding area."

Mr. Ubenauf, you and your team have been involved in the Stadthof project from the very beginning. What distinguishes Hanau in this project?

Nico Ubenauf"I can say with complete conviction that this collaboration is one of the most pleasant we've had in years. We enjoy so much freedom, which has enabled a great deal of dynamism within our team. In many municipalities, the political decision-making process tends to slow things down. In Hanau, you get the feeling that everyone is pulling together, which is a truly unique selling point."

To what extent can the Stadthof serve as a model for the revitalization of inner cities?

Nico Ubenauf"My hope is that the Stadthof, with its entertaining and inspiring mix of retail, gastronomy, agora, and art, will become a catalyst for other projects in German city centers. The Stadthof is a first step toward addressing many open questions. If we succeed in finding answers, Hanau has a great opportunity to become a beacon city where brick-and-mortar retail still functions."

Andre Stromeyer"In general, cities need to become more multifunctional. Areas like living, working, and leisure activities are becoming increasingly important. It's about improving the quality of life, getting people off the couch and away from their smartphones, and offering them an experience."

Nico Ubenauf: "The city center must become a place that is no longer oriented towards typical performance indicators such as 'purchase price per square meter.' The indicator 'experience per square meter' will become much more decisive.

Andre Stromeyer"Shopping, education, exhibitions, restaurants and events, and in the future also sports and entertainment, will be all under one roof in the Stadthof. Multifunctionality will remain fundamental for the Stadthof and all shopping centers and city centers."

Looking ahead to the opening, what are you most looking forward to?

Andre Stromeyer"I always find the evening before the opening very exciting. Because in the background, work continues right up to the last second to ensure the opening can actually take place the next day. When the ribbon is cut the next morning and business is up and running, the moment has come when you can relax and observe the customers' reactions as they accept the overall concept that was carefully thought out in advance."

Nico Ubenauf: "I'm also looking forward to this moment in particular, but I'd rather say I'm excited. Our team has worked so hard on the design and implemented so many new and different things, things that haven't been seen before in a retail context, that we're simply excited to see how things are received."

Link to the magazine: Hanau in Transition Magazine

Image rights: City of Hanau / Moritz Göbel