Art, sound & creativity: UNKNOWN 2025
When almost 1,000 people from the worlds of art, music, gastronomy, agencies and the brand cosmos come together for an event, one thing’s clear: it’s going to be a pretty special evening. And it was! On 5 May, Westfield Hamburg-Überseequartier had its début as the setting for the exclusive event UNKNOWN, a concept designed by creative agency ERROR based around immersive art and creative collaborations and held as a pre-event to the prominent marketing event OMR scheduled to get underway in Hamburg the next day – making it a sort-of “OMR prelude”.
“Create, Connect, Collab” was the motto of the event which was held in Hamburg for the fourth time: Larger-than-life installations, intense sound experiences and eye-to-eye encounters really brought it to life. Although an exclusive event – with attendance strictly by invitation only – interest was huge, with around 1,000 invited guests creating a unique atmosphere in Port des Lumières.
For us at Westfield Rise – the event’s sponsor – it was a major highlight and also a milestone for the neighbourhood, namely the first major event at Port des Lumières after the opening.
“UNKNOWN 2025 has achieved what we wanted to achieve. We brought together artists, brands and brand managers in a wide range of industries. The massive installations amazed visitors at the venue and were a super cool setting for the artists to show their talents,” said the ERROR team, summarising the impact of the event.
We’re proud that our newest flagship destination in Hamburg was able to host this visionary event this year. And the response? Over 300 social media stories, 250+ creator posts, 20 press representatives at the venue – and a Gang that couldn’t get its jaws off the floor. We’re already super excited about the next event format in partnership with ERROR.
In Hamburg, we weren’t engaged in the “OMR prelude” alone, but very much in the event itself too. Right in the middle of the hustle and bustle of innovation, trends and talks. Between master classes, exhibition stands and side events, networking was the order of the day for the Gang, meeting old friends, making new contacts and gathering exciting ideas for the months ahead.