Unibail-Rodamco-Westfield (URW) has announced the first entertainment partners for Westfield Hamburg-Überseequartier, including the Legoland Discovery Centre.
Westfield Hamburg-Überseequartier is a mixed-use district at the river Elbe from Unibail-Rodamco-Westfield (URW), scheduled to complete in Hamburg’s HafenCity in 2023.
Merlin Entertainments’ Legoland Discovery Centre‘s first location in Hamburg will cover 3,400 square metres, making it one of the biggest Legoland Discovery Centres in Europe.
In addition to the partnership with Merlin Entertainments, URW has signed agreements with cinema operator Kinopolis, food retailer REWE and drugstore chain BUDNI.
Westfield Hamburg set to complete in 2023
Kinopolis, one of Germany’s biggest cinema operators, is also opening open its first branch in Hamburg. It will house ten cinema halls with state-of-the-art technology.
Andreas Hohlmann, managing director at URW in Germany, said URW is “firmly convinced of the future of inner cities, centers and quarters in which major social trends such as extraordinary entertainment, eventful gastronomy, and innovative retail play a key role”.
Legoland Discovery Centre at Westfield Hamburg-Überseequartier is the third attraction of its kind in Germany, following sites in Berlin and Oberhausen.
The attraction will boast millions of Lego bricks, as well as creative spaces with different themes, interactive zones, rides and build challenges.
“As one of the world leaders in location-based entertainment, we are thrilled to be bringing the first Legoland Discovery Centre to Hamburg,” said Meike Lippert, senior divisional director for Midway Europe and global new openings at Merlin.
Legoland Discovery Centre and Kinopolis
“We have already had great success with Legoland Discovery Centre in Berlin and Oberhausen and look forward to bringing the sights, sounds and experiences that family audiences know and love to Westfield Hamburg-Überseequartier.
“Überseequartier, with its mixed-use profile, its unrivalled position between the river Elbe and the wider inner city, and its optimal infrastructure will be a great location for us.”
Westfield Hamburg-Überseequartier is scheduled to complete in fall 2023 following an investment of more than €1 billion. It will boast a total of 14 buildings, which will house entertainment concepts, hotels and apartments.
“Brick-and-mortar retail, leisure facilities and gastronomy have been facing very great challenges for over a year now, and there are also justified concerns about the future of city centers in many places,” said Dirk Hünerbein, director of development in Germany at URW.
“Nevertheless, there are concepts for the future that show how urban spaces can remain attractive in the long term through an intelligent mix of uses and offerings that focuses on the experience factor and quality of stay.”
Images: URW/Kreaction/Moka Studio