Westfield Hamburg-Überseequartier: live-work-shop all rolled into one

Mixed-use district in Hamburg’s HafenCity

by Katja Laska (exclusively for EuroShop.mag)

This project mixes aspects that didn’t mesh in the past, but likely go together very well. The Westfield Hamburg- Überseequartier is emerging in the heart of Hamburg’s HafenCity. It effortlessly combines living quarters with workspaces, and blends culture, entertainment, and leisure activities. Let’s check out the highlights of this mixed-use project.

A total area of 419,000 square meters, 100,000 square meters of space for lease, a total investment of about 1 billion euros, 14 buildings, and 2,500 car parking spaces – those are just some dimensions and numbers project developer and investor Unibail-Rodamco-Westfield (URW) works with to construct a new urban destination: The mixed-use project Westfield Hamburg-Überseequartier is currently being built directly on the Elbe River in Hamburg’s HafenCity – creating a one-of-a-kind mall. The new construction is designed to equally cater to employees, fans of shopping, tourists, and residents. The premises facilitate 4,000 workstations, 650 apartments, 10 movie theaters, over 50 gastronomy units and 200 stores, and include a subway station and even a state-of-the-art cruise terminal. After the first commercial space tenants, entertainment companies and retailers have also signed on. “This first major step in our leasing activities for the retail and leisure offer of Westfield Hamburg-Überseequartier is an important signal for the project,” said Constantin Wiesmann, Director of Leasing Germany at Unibail-Rodamco-Westfield. What started with a groundbreaking ceremony just a few years ago, is quickly taking shape. Here is an overview in renderings:

A mockup for now, but soon reality: A rendering of the Überseequartier once it is completed in the fall of 2023. //©Christian Kneise

A skyline view from the Elbe River: Soon cruise ships will be able to dock right at the district’s own terminal to allow passengers to visit the new shopping and entertainment center. // //©Moka-studio

A unique feature of the new mall: Shopping is complemented by the best in culture and entertainment – including live concerts. //©Moka-studio

Evenings on the River Elbe waterfront might soon look like this. // ©Moka-studio

Kinopolis moves to the quarter and is the largest movie theater in the city. The multiplex features 10 theaters and accommodates 2,300 movie fans. One architectural highlight is still in the design phase: the atrium ceiling of the theater. A custom designed theater for movie releases is also planned and will seat 500. //©Chapman Taylor

Centrally located in the quarter and in close proximity to the planned subway station, LEGOLAND® Discovery Centre opens a site that covers an area of around 3,400 square meters with millions of LEGO bricks. The attraction will feature creative spaces with different themes, including rides, interactive zones, model builder workshops, and build challenges. //© URW

The Hamburg-based drugstore chain BUDNIkowsky is also planning a special flagship store in the quarter. Featuring a modern sales area of around 800 square meters, the company is realizing an innovative sales concept that reflects the entire range of brands and will establish “new standards in daily-needs retail”. BUDNI plans to create a product range that is individually tailored to the location. “It’s exciting to be the first to be involved when a new milestone is created in Hamburg,” says Christoph Wöhlke, Managing Director of BUDNI. //©URW

The local grocery store is expanding into the quarter: On a sales area of around 3,000 square meters, REWE will feature the classic supermarket assortment but also focus on fresh and locally sourced products and delicacies. //©Kinzel Architecture

“In this special location at Westfield Hamburg-Überseequartier, we are combining the latest REWE supermarket concept with customized, location-specific elements. We are aiming for a more engaging shopping experience which invites customers to stay, stroll and give new things a trial. With an experience-oriented approach, in which we are focusing on demonstrating fresh food preparation at individual work points and will be offering tastings, we will fit perfectly into the overall structure of Überseequartier […], said Jochen Vogel, Managing Director of REWE Markt GmbH, Northern Branch. // ©Kinzel Architecture

Besides beer and cheese tasting, customers can also savor coffee that is freshly roasted on site at the supermarket’s own roasting facility. But those are not the only services the retailer plans to offer. “In addition, residents are invited to enjoy our convenient and fast pick-up service,” adds Vogel. //©Kinzel Architecture

Despite all the innovation and the benefits that the combination of work, culture and leisure opportunities hold in store, the large construction project also faces some criticism: an increase in traffic volume, particulate and noise pollution, obstructed views of the Elbe River, shadows created by the facilities over the Überseeallee are some arguments adjacent proprietors and neighboring residents bring forward. Retailers and restaurant owners in Hamburg’s city center also worry that an integration of the project with the city center as promised by the investors is unlikely to take place. On the contrary: they suspect this will prompt a revival of the HafenCity quarter and lead to the death of Hamburg’s city center. For now, the large-scale project is still in the planning stages and implementation. It remains to be seen which side turns out to be right.