A new chapter in retail marketing began recently in the far north of Germany – with the first glamorous lines penned by Douglas at the newly opened Westfield Hamburg-Überseequartier. From 9 to 23 April, this ultra-modern destination in the port city of Hamburg became the setting for a large-scale, immersive fragrance and beauty experience, with the cosmetics retailer’s Douglas Beauty Street occupying a 166 sqm area right by one of the main entrances to the Überseequartier on Überseeboulevard, setting the bar high and taking the retail experience in Hamburg to a whole new level.

As the first major “experiential” format of its kind at Westfield Hamburg-Überseequartier, Douglas showed what effective brand presentation looks like in its modern form, making it a tangible, high-quality experience and stimulating some serious bricks-and-mortar traffic. This is because the Douglas store is situated just a few steps away from the promotions area – in a high-visibility location right in the direction people are moving – and thus part of a coherent, seamless shopping experience which transitioned smoothly from promo to point of sale.