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A space beyond just retail - W Springorum on the new co-retail space ALHAMBRA BERLIN

W Springorum has held international positions in fashion and marketing in recent years. Among other things, she was responsible for marketing and cooperation at Bikini Berlin and helped build up the business of the communications agency Avantgarde in China and the Arab Emirates. With her flair for brands, people and future-oriented markets, she develops internationally relevant concepts and strategic partnerships. This year she started as managing director of the co-retail space ALHAMBRA BERLIN. The 1,100m2 space at Ku'damm is a mix of showroom, gallery, event space and store and serves as a symbiosis of modern sales and marketing concept.


FCG: Can you tell us briefly why ALHAMBRA BERLIN was created and what it is all about?

W: With ALHAMBRA BERLIN we are realizing the vision of bringing a new icon of the Future of Retail to the market. For us, this means combining culture, community and retail in an online and offline space that serves as a marketing platform. Where the focus is not on sales/m², but on interaction with products or even art or designers. From a B2B perspective ALHAMBRA BERLIN is a new kind of marketing channel, from a B2C perspective a wonderful place for inspiration. In addition to design & fashion, our focus is also on accessories, art, interior, beauty & health, tech & mobility and travel.


FCG: How do you feel in your new position as managing director, have you arrived yet?

W: It is inspiring to be part of ALHAMBRA BERLIN and thus to lead a project that is being realized with great passion, with the goal of readjusting the parameters in retail. We are well positioned here with a great team that is also set to grow. We are focusing all our concentration on the preparation of the opening and can't wait to show our guests the vision of ALHAMBRA BERLIN in autumn.

FCG: How are you doing with the current Covid-19 measures and how does that influence your work and the concept of ALHAMBRA BERLIN?

W: The pandemic has given us all a real push into the digital realm, and that naturally influences our planning and performance. On the one hand, we look at the possibilities of digital options, but on the other hand, we also look at what the analog experience does to us as people.

In addition, customers, also fueled by the pandemic and the emerging global grievances, now have a clearer understanding of what they are buying and expect brands to share a common vision of values. Especially for this reason, insights into the "making of" products and creations are essential for our concept.

Ultimately, Corona has also increased the desire for more individuality and transparency, as well as the awareness that everyone should individually take responsibility for our society, environment and community.


FCG: What are the possibilities for interested parties and also FCG members to work together with ALHAMBRA BERLIN?

W: We offer national and international designers and labels a multi-layered platform to present their CoLabs, Capsule Collection at ALHAMBRA BERLIN. We make sure that the mix of established design, contemporary art and emerging talents creates an interesting background for the brands to stage new collections and present them to their community. As described, a look behind the scenes is not only desired, but also part of the program. Together with the brands, we take the path to the "Future of Retail".

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