Hamburg’s Hafencity Welcomes the Westfield Hamburg-Übersequartier

After numerous delays due to unforeseen challenges, including water damage and necessary fire protection enhancements, the Westfield Hamburg-Übersequartier is finally set to open its doors on April 8, 2025.This ambitious project in Hamburg’s vibrant Hafencity district aims to redefine urban living by seamlessly integrating residential spaces, workplaces, and leisure activities into a single, dynamic environment.

High Occupancy Rates Signal Strong Investor Confidence

The anticipation surrounding the opening is palpable, with a remarkable 94% of the rentable spaces dedicated to retail, dining, entertainment, and cultural experiences already secured. This high occupancy rate underscores the strong investor confidence in the project and its potential to become a major attraction in hamburg.

Digital Out-of-Home (DOOH) Network Enhances the Visitor Experience

recognizing the importance of engaging visitors in a modern and dynamic way,the Westfield hamburg-Übersequartier incorporates a extensive Digital Out-of-Home (DOOH) network. Westfield Rise, the in-house marketing agency, has installed 32 double-sided indoor steles, featuring a total of 64 displays. Complementing these steles are several large-format LED screens,some reaching up to 70 square meters in size,strategically placed throughout the complex.

Strategic Partnerships Drive DOOH Innovation

Ocean Outdoor Germany serves as the exclusive partner for the stelae network. Ocean Outdoor maintains a pan-European collaboration with Unibail-Rodamco-westfield, the shopping mall operator. Eisbach Media, the DOOH successor to Goldbach, functions as the marketing partner for the Übersequartier, ensuring a cohesive and impactful advertising strategy.

Optimizing Advertising Reach Through Strategic Placement

The DOOH screens are strategically positioned along key visitor pathways, from the main entrance to central meeting points, maximizing visibility and engagement. This thoughtful placement ensures that advertising messages reach the largest possible audience.

A Unique Advertising Platform for Brands

with an anticipated annual footfall of 16.2 million visitors and a diverse mix of retail, dining, entertainment, and cultural offerings, Westfield Rise aims to provide advertisers with an unparalleled platform. In addition to the DOOH displays and LED screens, the complex offers sampling zones, experiential areas, and indoor promotion spaces, creating a holistic and immersive advertising environment.

The Westfield Hamburg-Übersequartier offers Brands an incomparable stage to present their messages in a lively and dynamic environment. With unusual advertising options and a central location, we create the perfect space for innovative branding experience.

Marijana Prtija, Head of Westfield Rise austria & Germany

Key Facts About the Westfield Hamburg-Übersequartier

• Total area: Approximately 100,000 square meters
• Total Investment Costs: Over 1 billion euros
• Total Area: 419,000 square meters
• Number of Buildings: 14
• Parking Spaces: 2,500
• Expected Annual Visitors: Approximately 16.2 million
• DOOH Displays: 64 steles plus several large-format LEDs

The Future of Urban Centers and DOOH Advertising

The Westfield Hamburg-Übersequartier represents a significant step forward in the evolution of urban centers, demonstrating how retail, leisure, and residential spaces can be seamlessly integrated to create vibrant and engaging environments. The incorporation of a complex DOOH network further enhances the visitor experience and provides brands with a powerful platform to connect with their target audiences. As urban centers continue to evolve, expect to see more innovative uses of DOOH advertising to create dynamic and engaging experiences for residents and visitors alike.