Hypermarché Hafencity Hamburg \ PARAT

Hypermarché Hafencity Hamburg, drawing courtesy PARAT | Photo by Andreas Meichsner

German studio PARAT designed the Hypermarché Hafencity in Hamburg.

Hypermarché is the attempt to attract young locals (like us) to Hafencity Hamburg. Because Hafencity is a special place in Hamburg. It is an impersonal developing area. On weekdays there are just businessmen, at the weekend the promenades are full of tourists.

Hypermarché Hafencity Hamburg, drawing courtesy PARAT | Photo by Andreas Meichsner

- a temporary concept store, a bar and a stage for cultural events in Hafencity Hamburg
- a pop-up store with selected goods from the fields of fashion, lifestyle and interior
- a platform for events: live music, readings, DJ-sets, exhibitions, supper and much more
- a place where people can feel comfortable without Christmas rush – it’s not a Christmas fair!
- open for 24 days (till Christmas Eve), 24 hours a day

Location:
- a 600 sqm retail space in a new building
- floor: bitumen
- walls: rough concrete
- ceiling: visible installations

Concept interior design:
- use of warm materials like wood and cardboard in contrast to concrete and metal (ceiling)
- creation of three clear zones (different materials and lighting)

Hypermarché Hafencity Hamburg, drawing courtesy PARAT | Photo by Andreas Meichsner

Main area: multilayered stage setting
- building material: 100 sqm plywood and 600 metres of squared timber
- stage for performances or just a dance floor
- a bar and a backwall for projection
- 6 metres table to display books and magazines or to have a dinner in the evening

Hypermarché Hafencity Hamburg, drawing courtesy PARAT | Photo by Andreas Meichsner

Product area: landscape of cardboards
- ‘easytainer’ by Smurfit Kappa
- packaging mainly used in the chemical industry
- cut in different heights to get an explorative topography

Fashion area:
- highlights are suspended from the ceiling
- fitting rooms: collage of fabric in different colours (Divina by Kvadrat)

Installations:
- light-cube by We Are Fellows (landmark, visible in outdoor space)
- logo installation (hyper) by Moritz Greiling, made with black string

+ Project facts

Design and execution interior:
PARAT | http://www.buero-parat.de/

Idea/ concept Hypermarché:
Here We Go | http://here-we-go.org/

Corporate identity and web design:
We Are Fellows | http://wearefellows.com/

Photos: Andreas Meichsner

+ All images courtesy PARAT