The winner of First Store by ALEXA Vol. 3: Artcellation by SURD

Mai 2021


Artcellation by SURD is a creative and unconventional cultural and performance format that is a perfect match for both the ALEXA Centre and Berlin. This was the decision of the five-member expert jury in the digital jury session on 5th May 2021.

The concept presented by the two students is based on the work of the SURD artist collective, which works with local and internationally recognised artists and has already made a name for itself in the art scene thanks to a range of artistic and musical events.Artcellation by SURD will celebrate the capital's legendary club culture, with the concept combining a range of art forms and aiming to revitalise shopping places. The planned store will be an interactive, multimedia exhibition space with integrated action and interaction areas. It will provide a stage for live DJs, photographers, video artists, artists and authors, meaning that the concept fits perfectly with the young, trendy character of the ALEXA centre.

Winning team "Shaleen & Dana": "We’re thrilled to have won first place at First Store. We would like to thank ALEXA and Deutsche POP for this great opportunity! Culture meets shopping centre - and in the middle of Berlin. This is going to be a great experiment! 

Oliver Hanna, ALEXA Centre Manager: "I am delighted with this great, new concept. Yet again, we have succeeded in discovering exciting concepts that have never been seen before. The ideal timing for implementation will now depend very much on the current development of the Corona situation. But I’m sure of one thing: when the time comes, Artcellation by SURD will provide us with some exciting, inspiring and very lively weeks at the ALEXA centre."


First Store Vol.III – Academy Edition

Dezember 2020


The First Store by ALEXA retail competition, is being launched for the third time – and with an entirely new concept. After two editions as an open competition, it will be now run in cooperation with Deutsche POP. First Store by ALEXA as Academy Edition will be open exclusively to students of this creative academy and it will take place at 12 locations in Germany, as well as in Vienna and Amsterdam. The competition will allow entrants to completely rethink the topic of retail, with the aim to promote innovative ideas and concepts in shopping centres. Everything and anything is on the cards; from the store to catering, service to event location. The competition will be hosted by the owner of the ALEXA, Union Investment, the centre’s operator, Sonae Sierra, and the marketing agency, Twenty One Media.

Oliver Hanna, Centre Manager and member of the First Store jury, explains, “in the retail sector we need to go new paths, identify our strengths and provide customers with what they are looking for. The ALEXA centre has always been innovative; and the creative, popular courses offered by the Deutsche POP academy have the finger on the pulse too. That’s why I’m so pleased to have our new cooperation partner on board and am so very excited to see what ideas the students come up with.”

The collaboration between ALEXA and Deutsche POP sees two strong brands coming together to inspire one another – not least because the Deutsche POP students and the ALEXA’s target group are a perfect match.

The questions that the competition’s participants should ask themselves and openly address without any preconceptions are as follows.

How would they like to create shopping experiences, use retail space and communicate offers?

The combined creative potential of the Deutsche POP courses, from fashion and photography to design, marketing, fitness and music, is expected to produce exciting results.


Sesame and Trend Store open shops in ALEXA

September 2020


Two new Store-Openings @ALEXA

The ALEXA gained two new tenants. At the end of July, Sesame opened a new specialty shop on the ground floor and at the same time the first branch in Berlin. The shop sells a wide range of sweet and savoury foods made from and with sesame on around 40 square metres. On 15 August, Trendstore celebrated its premiere in Berlin. On more than 180 square metres on the ground floor, the shop presents high-quality garden furniture and accessories.

For thousands of years people have appreciated the seeds of the sesame plant, which are rich in vitamins and minerals. At Sesame in ALEXA, customers can now look forward to many delicacies around the tasty little grains. From the popular dessert Halva in many variations to tahini pastes, snack bars or tea and high-quality oils - there is something for every taste at Sesame. The inviting and inspiring shop design convinces with warm colours, many natural materials as well as brass and concrete. The Sesame brand focuses on values such as well-being, health, freshness and enjoyment. Trendstore brings a new shop concept from Southern Germany to ALEXA. After the market entry in June, Trendstore is now taking off in Berlin. The diverse range of garden furniture and accessories in the high-priced segment makes the hearts of garden fans beat faster. Whether noble sun loungers or seating arrangements, whirlpools, barbecues and fire bowls, fountains or sculptures - here customers will find everything for extraordinary garden furnishing with style. Even the shop itself resembles a beautiful garden. Streams and water features as well as a coordinated fragrance, light and sound concept give customers the feeling of being right in the middle of nature. "We are noticing that this year customers are placing particular emphasis on enjoyment, high-quality food and a cosy home design. That's why we are pleased to expand our selection in the segments of food & drink as well as leisure and living with the new shops of Sesame and Trendstore", says Oliver Hanna, ALEXA Centre Manager.



Two shop openings expand the brand mix at ALEXA

Oktober 2019

Two shop openings in September

While Blume 2000 opens its first store in the popular shopping and leisure center at Alexanderplatz, the Berlin branch of Elbenwald celebrates the move from the first floor to the ground floor of the center. After a four-week conversion, the enlarged shop offers all fantasy fans even more choice. Both shops welcomed customers with exclusive opening promotions, discounts or vouchers.

Flowers simply bring joy! From Friday, 27 September, visitors to ALEXA will be able to see for themselves in the new Blume 2000 branch on the ground floor of the centre. On an area of around 90 square metres, the store presents a large selection of cut flowers, plants and matching accessories - in high quality and at particularly favourable prices.

On Saturday, 28 September, Elbenwald, Europe's leading supplier of fantasy merchandise items, opened its enlarged branch in ALEXA with a big party. The new shop on the ground floor of the centre offers around 130 square metres of fan merchandise for well-known fantasy films, series or computer games.

"Since its opening in 2007, ALEXA's retail mix has always been tailored to the needs of its customers. Our visitors particularly appreciate the great variety of shops and brands," says Oliver Hanna, ALEXA Center Manager. "We are delighted to be able to offer our customers even more choice with the new Blume 2000 and Elbenwald shops.”


Sneaker Days @ ALEXA

On 28 and 29 June 2019 we invited all sneaker fans to  ALEXA. Both days were filled with activities:

  • Breakdance Performances
  • Hot DJ Sounds
  • Radio Energy live on stage
  • Individual sneaker designs at the Inkicks booth
  • Our Stores: Snipes, JD Sports, Sidestep and many more

Inkicks - Design your own Sneaker

With Inkicks, the runner-up at the last First Store competition, customers could have their Converse Chucks individually designed and printed in the spirit of Create Your Style. From cool Selfies over trendy Prints up to own creations, everything was possible.

Our freshly crowned ALEXA sneaker from the voting was also presented at the Inkicks stand

First Store by Alexa Vol.II

The retail casting starts a second round

The first staging of the innovative retail competition First Store by Alexa in 2017 was a great success: top-class business concepts were submitted. The winner Holymesh launched its Millennial Store, the first offline influencer store in Germany, in November 2017 and on its opening day alone attracted around 2000 fans to Alexa. The competition itself made waves in the German start-up scene and retail sector: at the end of 2017 First Store by Alexa received the Real Estate Marketing Award, and at the start of 2018 was voted the winner of the European Innovation Award Retail by the German Council of Shopping Centers (GCSC).

First Store Vol. II – Promoting newcomers, with fantastic prizes

The retail competition will now be held for the second time, starting at the end of January 2018: “The inaugural run of First Store was a great experience for us. We learned a lot about newcomers and start-ups, and are now offering all participants a new opportunity to exploit THE retail platform for innovations. Prizes totaling more than 100,000 Euro await the winners,” says Jens Horeis, General Manager of Sonae Sierra, Alexa’s operator. “The real value for the winners is of course priceless: we’re offering retail space right on Alexanderplatz, Berlin’s tourism hotspot. In Alexa, one of the most successful malls in Europe, with over 16 million visitors a year. This is a massive opportunity for successful business.”

About the competition

First Store by Alexa is a one-of-a-kind retail competition, which demands exciting concepts – with exceptional prizes for the three best ideas. The most important prerequisite for participation is that contestants’ bricks-and-mortar retail experience has maximum local character. The application phase for First Store Vol. II starts on January 31 and runs until June 1, 2018 (inclusive).

The winner of First Store Vol. II will win a six-month lease for special rental space in Alexa – at zero cost. The “First Store Cube” of about 215 square feet will be set up in a prominent position in an exclusive space on the second floor, with the festive opening taking place on September 22, 2018. A new addition to First Store Vol. II is a merchandise stand each in Alexa, rent-free for three months, for the two runners-up.

Vision of the initiators

“With First Store Vol.II we want to encourage innovation, and motivate and inspire retail newcomers to venture something new. So that in the end you have a win-win for all: satisfied customers, successful retail business and, last but not least, bustling city centers,” says Volker Noack, Member of the Executive Board at Union Investment Real Estate GmbH and a jury member.

HOLYMESH Store-Opening was a huge success!

November 2017

On Saturday the 4th of November, HOLYMESH opened their first store at Alexa. An hour before the official shop opening, dozens of fans waited in front of the store.
Trendy YouTuber collections and the HOLYCOLLECTION come to life in the new "Millennial Store" at Alexa. The following partners of HOLYMESH will sell their products in addition to the HOLYCOLLECTION in the store: Herr Bergmann, Concrafter / LUCA, DFelix von der Laden, Izzi, Joyce, Diana zur Löwen, Y-Titty, iBlali, xLaeta, Phil Laude, Bullshit TV und ApeCrime.
Later the day, YouTuber and HOLYMESH partner iBlali visited the store and the following  autograph signing session on the Metropolis Court stage attracted some 2,000 fans. Other social influencers will visit the store on a regular basis. This makes the entire store an influencer space and thus the stage for further autograph sessions or live streams.



October 2017

f.l.t.r: Sebastian Guth (21MEDIA), Ralf Schaffus (UIR), Klaus Striebich (jury-member), Dirk von der Ahé (Sierra Germany)
Picture Falk Heller

First Store by Alexa has won the Real Estate Marketing Award 2017!
This year, the "Real Estate Marketing Award 2017" was again honored as part of the international real estate exhibition Expo Real in Munich.
Winners of the award in the "Trade" category are Union Investment Real Estate / Sonae Sierra / 21 Media, with "First Store by Alexa".
The vision of Sonae Sierra and Union Investment, is to create a lively, colorful and distinctive trading place. Because a modern shopping experience includes diversity and innovation. Therefore 'First Store' is to offer innovative business ideas a platform for their first shop in the best infrastructure. And this in a top location in the middle of Berlin, in the successful shopping center Alexa at Alexanderplatz, for six months free rent.
Together with 21MEDIA the competition "First Store by Alexa" was conceived and finally carried out by 21MEDIA. This included a communication concept that was designed to attract potential candidates for the competition.


Three new shops at Alexa:
Intimissimi, BioTechUSA
and Mar O`Polo

July 2017

The ALEXA is looking forward to three new tenants. Intimissimi, Marc O'Polo and the manufacturer of food supplements, BioTechUSA, will be opening their shops center. The shop openings are planned between August and October 2017.

Intimissimi will set up a new branch on the ground floor on approximately 115 square meters (GLA). The Italian label is one of the market leaders for women's and men's underwear in Europe. Since 1986, the product concept developed by the Calzedonia Group has proved to be a great success. The collections are characterized by sensual and elegant lingerie, athletic underwear for men as well as a good price-performance ratio.

On the second floor, BioTechUSA will have a sales area of ​​approximately 72 square meters (GLA). The company from Budapest has been selling high-quality food supplements for sportsmen since 1999 and offers a product variety of more than 600 items. These include, for example, protein powders, digestion products and dietary and vitamin preparations. With 130 franchise stores in Europe and a distribution network covering more than 70 countries, BioTechUSA is one of the largest manufacturers of food supplements.

In autumn, Marc O'Polo will open a branch on the first floor, with a floor space of around 232 square meters (GLA). Founded in 1967 in Stockholm as a small company, Marc O'Polo is now based in Germany and is represented in more than 30 countries. The brand is regarded as the epitome of modern and casual clothing in the premium segment and is based on natural materials. The versatile collections for women, men and children offer not only clothing but also shoes and accessories.

"We are delighted to welcome Intimissimi, Marc O'Polo and BioTechUSA as new tenants at ALEXA," said Oliver Hanna, center manager of ALEXA. "It is important to us, to offer our customers a special range of brands, so the Center is optimizing the rental mix on the occasion of the ten-year jubilee.”

The First Store Winner is: HOLYMESH

April 2017

The winner of The First Store competition - and therefore from November 2017 the operator of its own store in Alexa—is HOLYMESH. The winner won both the public vote, in which nearly 2,000 Alexa customers and Facebook fans participated, and the final jury vote. HOLYMESH a young, online businesses based in Cologne that sells stylish, trendy clothing and accessory collections by German social influencers exclusively in its online shop. Its partners are some of Germany’s most famous and successful YouTubers and social media stars—including Y-Titty and Herr Bergmann.

The Founders & Managing Directors of HOLYMESH, Nadja Bilek and Jasmina Borgard, responded enthusiastically to the news of her competitive success: "We are very happy to be the winner of the First Store competition. Our community has given us very positive feedback about our participation. It’s our first step into bricks-and-mortar retail and a little experiment. But we are sure that Alexa provides us with the best location we could wish for in this step into the offline world.”


March 2017

On 25 January, the jury met in Berlin to decide on the finalists of the first store contest. The seven-member jury consists of Volker Noack, Managing Director of Union Investment Real Estate; Oliver Hanna, Centre Manager of Alexa; Dirk von der Ahé, Leasing Manager Germany Sonae Sierra; Susanne Risch, CEO of brand eins Wissen; Markus Heckhausen, Founder and CEO of the Berlin cult brand Ampelmann; Jens Peter Klatt, Head of Multichannel at Mister Spex; and Dr. Kai Hudetz, Director of the Institute für Handelsforschung (Institute for Retail Research). They discussed the applications and selected the six most promising concepts for Alexa. ‘We are very happy that our competition consists of such a huge range of creative business ideas that really challenged us on the jury. Alexa’s customers can now look forward to an exciting vote and interesting winners,’ said jury chairman Volker Noack, CEO of Union Investment Real Estate GmbH.

The finalists


This new Millennial store combines online and offline and is a place where YouTube collections and the HOLYCOLLECTION come alive. The collections take up the fan base trends in terms of cuts, material prints and finishing.


A concept store with the largest selection of liquorice-themed products in the German-speaking world in three categories: food (around 1,000 products, from sweets to spices), non-food (e.g. soaps and creams) and merchandise (T-shirts, caps, etc.)


The Stulle shop, with its distinctive range of brightly coloured and unique design items, a ‘creative island’ for children and a gallery for their paintings, is striking and encourages all comers to participate and get inspired and excited. The materials used (truck tarpaulin and leather) are virtually indestructible and each item is extremely durable and sustainable.


September 2016

A M•A•C store opened its doors to Alexa visitors for the first time on 15 September.

It offers quality cosmetics for professional make-up artists and consumers. With a large selection of colours for the eyes, lips, and face, true make-up fans can find literally everything their hearts desire. Since the brand’s establishment in Toronto in 1984, M•A•C has enjoyed growing popularity in over 80 countries worldwide. M•A•C doesn’t just excite make-up artists, models, and photographers. It also stands for strong social commitment. For example, all proceeds from the sale of Viva Glam lipstick and lip-gloss are devoted to helping the men, women, and children worldwide who are affected most by HIV and AIDS.


September 2016

On 27 August 2016, the Berlin city brand AMPELMANN opened its eighth store in Alexa.

Over the past 20 years, the red and green traffic-light man (Ampelmännchen) has developed into a cult icon—everyone knows them! Company founder Markus Heckhausen is using his new cafe and shop in ALEXA to speak directly to Berliners. The complete Berlin KIEZ COLLECTION (“neighbourhood collection”) is sold exclusively in the shop in ALEXA. It consists of 27 unique t-shirt designs: Every neighbourhood has its own logo on the front and representative neighbourhood graphics on the back.

“We’re looking back on two decades of AMPELMANN in Berlin and celebrating our 20th anniversary this summer. It wouldn’t have been possible without the Berliners. Our new shop and cafe are meant just for them and are thus devoted to the Berlin KIEZ COLLECTION—every neighbourhood has its own individual design,” says Markus Heckhausen, CEO and founder of AMPELMANN GmbH.


September 2016

The cry: “Make way for the 2nd German Retail Bowling Championship in Alexa” went out on 14 September for the second time.

The event was a very enjoyable evening with sports, fun, and informal networking and took place once again on Wednesday, 14 September, at Strike Lanes on Alexa’s 3rd floor. In addition to the awards in different categories, there was a new challenge cup for the winning team this year. Even the “Lucky Loser” of the evening got to go home with a gift. The team with the best cheers also went home with a prize.

See you in 2017!


30. June 2016

Be the new story - With this slogan, Alexa supports innovative business ideas and store concepts with an exclusive competition: „First Store by Alexa". This competition is aimed at both, newcomers as well as established national and international brands.

"We hope to see competitors who want to show their dedication and present their personal dreams in the form of new store ideas in Alexa. We don´t want any restrictions on innovative ideas and are totally open to everything new. "Jens Horeis, Head of Property Management, Sierra Germany

You can register for this competition until 30th November 2016th

More informations and the application form can be found at:

Another Top US Brand Joins Fashion Cluster

February 2016

Calvin Klein is the latest American heavyweight to open at Alexa. Its 66m² first-floor store will offer premium-branded women's and men's underwear.

Center Manager, Oliver Hanna, was delighted to welcome the latest international arrival to the mall. "The exclusive ranges of Calvin Klein Underwear further strengthens our high-end fashion offer."


February 2016

Mr. Spex, Europe’s biggest online optician, has opened its first ever store at Alexa – Where Else! Their ground floor, 150m² store is the latest example of the growing trend for online to go offline.

Mr. Spex combines all the benefits of e-commerce with the convenience of a real shop: a huge product line, a wide range of brands and glasses by top designers - plus specialist advice from the team of Mr. Spex trained experts.

Center Manager, Oliver Hanna, is proud that Alexa is yet again at the forefront of an exciting retail trend: "When we  talk about Multi-Channel, we don't  just mean retailers extending their market. The really successful onliners recognise the added-value services a real store can offer the customer.

And as Berlin's top mall, there's no better commercial environment for a successful launch.


November 2015

With this innovative campaign, Alexa will regularly update customers on the latest fashion news - and provide tenants with a flexible, new marketing platform.

Thousands turned out for the series of spectacular kick off shows on Alexa’s “Metropolis Court”. The campaign’s centrepiece is the Fashion4Me Arena where shoppers connect interactively with the latest updates on what’s driving the fashion world.  

Touch screens and a videowall allow shoppers to access an almost limitless range of style combinations. Two of Germany’s top fashion insiders - Susana Florencio plus presenter and stylist, Adiam – have been recruited as Alexa’s specialist “trend scouts” for the next 12 months. Working closely with the Center’s fashion stores, they’ll track the latest trends and create exciting new styles for shoppers.  

And when the mall’s closed? Dedicated web and app channels keep customers bang up to date, 24 hours a day.


October 2015  

A multimedia, global leasing & B2B initiative has been announced by Sonae Sierra’s German Head of Leasing, Dirk von der Ahé. The campaign will be rolled out under the slogan: “Alexa. Alexanderplatz, Berlin. Where Else!”.   

Speaking at Germany’s most important retail property event, EXPOREAL, Mr von der Ahé said: “This is an exciting time at Alexa. With more than 16 million shoppers, the Center is without question Berlin’s number one mall. And as we build up to our 10th birthday in 2017 we want to take our message out to an even wider audience.”  

The campaign will use a range of tools to publicise the message in Europe and America. Speaking about the first edition of the new Alexa B2B Fashion and Lifestyle magazine Mr von der Ahé said: “This is just one of the exciting new ways in which we shall be introducing Alexa to a wider public. In the weeks and months ahead, I look forward to revealing yet more initiatives.”


September 2015

Strike! The first ever Retail Bowling Challenge was launched at Alexa’s Strike Lanes in September. The event was staged in the Center’s stylish Bowling Lounge with its unique retro-design. The competition attracted a high quality line-up that included Brand Expansion Managers of Alexa tenants.

It was a night of furious fun as teams competed for the title “Bowling Masters 2015”.  The winners? "Art Deco". But there are no losers at Alexa.  And teams including Bowling Queen, Lucky Loser, Best Cheerleader and Bowling King all left with prizes. Among everyone who participated there was a unanimous conclusion: bring it on next year!


August 2015  




Alexa’s Head of Leasing, Katrin Hesse has announced that O’Neill, Timberland and Leisure brand, Claustrophobia have all recently signed leases at Alexa. “We are delighted to welcome yet more prestige names to Alexa. As we approach our 10th birthday, we now have the opportunity for strategic tenant engineering which will further strengthen our offer to customers.”  

O’Neill and Timberland are internationally established brand leaders. The new stores will be located within Alexa’s already impressive “Outdoor Fashion” cluster.  

Claustrophobia is an exciting new player in the Leisure market and is currently rolling out venues across Europe and America. The Berlin opening is another first for Alexa – the Russian operator’s first “Escape Room” in Germany. The venue, which is located within the Center’s 3rd floor Leisure cluster is already proving a powerful customer magnet for both Berliners and tourists.



Katrin Hesse

+49 211 436 162 46

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