City West between Modern Age and History: How Does the Balancing Act. between Traditional Retail Structures and International

Transkript

1 City West between Modern Age and History: How Does the Balancing Act between Traditional Retail Structures and International Competition Work?

2 Agenda 1. Basic Data about City West 2. Kurfürstendamm 3. Tauentzienstraße 4. Characteristics of Retail in City West (Kurfürstendamm and Tauentzienstraße) 5. Traditional Retail and International Competition

3 1. Basic Data I. Development of City West in Berlin began at the beginning of the 20 th century as opposite pole / counterpart to the old midtown Mitte Since the 1950s this evolution is increased by the division of the city by the Berlin Wall After the German reunification readjustment process / competitive position Today one of the two centres of Berlin (besides Alexander Platz)

4 1. Basic Data II. Area 6 sq.km (Berlin: 892 sq.km) Inhabitants > (Berlin: 3.5 m) Urbanistic situation: Widely block structure, high portion of houses built during the Founder Epoch (Gründerzeit), imprinted by the street of houses Kurfürstendamm / Tauentzienstraße

5 1. Basic Data IV. Utilization: High concentration of retail sale ( > sq.m sales area), hotels, cultural facilities, two universities with about students, housing space, office accommodation and the zoo (Zoologischer Garten) Easy reachability by personal and official means of transportation

6 2. Kurfürstendamm Abgeordneter des Wahlkreises Charlottenburg-Wilmersdorf Length: 3.5 km Divided into four subareas Bottom part (Gedächtniskirche): Consumption orientated and highly frequented Middle part: Standard orientated retail sale (0.5 km) Upper part: High standard orientated (0.5 km) Remaining part: Heterogeneous retail sale for local supply (2 km) Widely old / traditional buildings No pedestrian zones Internationaler Workshop: Handel ist Wandel Unsere Erfahrungen bei der Entwicklung in touristischen Zentren

7 3. Tauentzienstraße Length: 0.5 km Westward extension of the Kurfürstendamm: Composition of touristic attractions, flagship-stores and department stores (KaDeWe > sq.m sales area) Post-war and new buildings No pedestrian zones

8 4. Characteristics of Retail I. Nearly no vacancies Rents up to 330 / sq.m (+30 % since 2010) High international demand Rate of branches > 80 %, ca. 240 stores

9 4. Characteristics of Retail II. Pedestrians frequency up to / h on a saturday No new shopping-centres / malls Increase of sales area up to sq.m in the next 5 years

10 5. Traditional Retail & International Competition I. No real displacement Urbanistic situation does almost not allow the construction of new flagship-stores stores sized > 500 sq.m at the Kurfürstendamm, space at Tauentzienstraße is also limited International brands make use of high-class traditional buildings (Altbauten) and upgrade the boulevard Pedestrians frequency in the upper part of the Kurfürstendamm (high standard) is unusually high trend is increased by international providers

11 5. Traditional Retail & International Competition II. Growth of sales area is located widely next to the Gedächtniskirche via finishing of existing facilities, limited increase of rents Space for new settlements is available for lower rents in the streets next to and parallel of the Kurfürstendamm and Tauentzienstraße Potential for development at the Kurfürstendamm westwards

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