THE NEW FOOD EXPERIENCE

dear reader,

It is hardly news anymore that gastronomy in shopping centers is becoming increasingly important. Today, it is vitally important to develop individual concepts for each location. Food court or outdoor gastronomy? Fast food or casual dining? There is no one-size-fi ts-all answer to these questions if we want to meet the needs of our customers. After all, our customers want more than just to eat and drink. They want to eat healthy, top-quality food; be offered a wide range of options while they are being entertained; and share an experience or simply enjoy the ambience. klaus Striebich Managing Director Leasing ECE We at ECE meet these rising expectations with a holistic approach. A gastronomy team consisting of leasing, archi- tecture, and technology experts already supports potential their requirements and further improve our offer. Bringing the tenants during their planning phases and settles questions internationally renowned gastronomy expert Jonathan Doughty regarding the respective location, structural aspects, or tech- on board as ECE’s Global Head of Food Service further empha- nical challenges. For this process, we always try to see the sizes the position that gastronomy needs to hold, from ECE’s situation from the gastronomers’ perspective to understand perspective, in shopping centers today and in the future.

4 | 2017 ACROSS 1 ECE GASTRONOMY SPECIAL “foodtopia”: a neW approaCh to eMotion, exCiteMent, entertainMent renowned gastronomy expert Jonathan doughty has been global head of foodservice GastronoMy in shoppinG Centers at eCe since July 1, 2017. so far, he has devoted himself to implementing the “3 e’s.”

AbOut jOnAthAn dOughty Jonathan Doughty made a name for himself as founder and global managing director of Coverpoint Foodservice Consultants in Great Britain in 1993. Jones Lang LaSalle bought the company in November 2014. Doughty was then head of EMEA Foodservice Consulting until his move to ECE.

ACROSS: yOu lOve buRgeRS, RIght? whAt elSe dO yOu lIke tO eAt? dOughty: Well yes and no. I am fascinated by the burger market. It reinvented itself. My favourite other meals are almost all Asian. I love food from Thailand, China and Singapore. Fresh ingredients, fast ACROSS: COngRAtulAtIOnS On yOuR new pROfeSSIOnAl cooking and spicy and subtle fl avours make them my favourites. ChAllenge! Welcome to “Foodtopia”! Frankfurt’s inhabitants perfectly into MyZeil’s outstanding architectural jOnAhtAn dOughty: Thank you. I am extremely happy to be “on ACROSS: SpeAkIng Of fOOdtOpIA And fOOdSky—whAt and guests are already looking forward to this new concept. The roof terrace is also breathtaking, with board” at ECE. All my colleagues here are aware of how important dIStInguISheS theSe twO f&b deStInAtIOnS? and spectacular food and entertainment destina- its unique view of the Frankfurt skyline. The shop- food and beverage (F&B) is in the success of shopping centers, now dOughty: In my opinion, both are making great places for people tion in the middle of the metropolis near Germa- ping center’s distinctive location, surrounded by and in the future. to enjoy with each other. FoodSky perfectly refl ects the gastronom- ny’s Main River. “Foodtopia” opens in Spring 2019 offi ces and hotels directly on the Zeil, Frankfurt’s ic evolution at ECE. Its innovative approach in design and tenant mix on the fourth fl oor of MyZeil. It is not just another most attractive shopping mile, and its good trans- ACROSS: tO meet the ChAllenge, yOu hAve develOped create the “3E’s”. ECE is also breaking new ground with Foodtopia. food place, but a concept unique among shopping port connections ensure consistently high custom- the “3 e’S.” whAt ARe they? Both these F&B destinations feed guests’ emotions and guarantee centers. The new “place to be” offers a wide range er frequency. “Foodtopia” has allowed ECE’s dOughty: First, I’d just like to say that I always speak of “guests” them excitement and entertainment, not just food. of different international and regional food and food specialists to create a vision of outstanding and not “customers.” If we treat them right, “guests” are willing to beverage concepts in seven different dining areas. gastronomy in shopping centers both for them- spend a lot of money on F&B in a mall. In general, it isn’t diffi cult to ACROSS: fROm gueStS tO tenAntS: why ChOOSe eCe From a café-bar to high-quality lunch concepts in selves and their customers. get a good meal now in a shopping center. However, in my view, the CenteRS? the fast-casual area, to casual dining concepts and “3 E’s” are often missing and guests do not enjoy an “experience”; dOughty: We love food at ECE, that’s why. Tenants will fi nd food, cool bars, “Foodtopia” leaves no culinary desire they simply eat and may not return. At ECE we need to arouse Emo- leasing, and technical professionals who speak their “gastro” lan- unfulfi lled. tions and provide Excitement and Entertainment. guage and want to help. The whole foodservice team at ECE knows that it’s about much more than simply providing space. This means Diversity, quality, and the latest food trends are all ACROSS: whAt dOeS thIS meAn In ReAlIty In yOuR dAIly tenants have the opportunity to perfect and develop their business part of “Foodtopia’s” standard program. “We have wORk? models in ECE centers and evolve with us. It’s a passion. Five Guys, the American premium-burger chain, is completely reinterpreted the atmosphere of a mar- coming to Germany and is opening one of its fi rst dOughty: I use it as a checklist. For every project that we as a De- ket hall, with its diversity of options and sensations. restaurants–and the fi rst one in a German shopping veloper look at, we must ask ourselves: What emotion does it create ACROSS: whAt SuRpRISeS yOu the mOSt AfteR 25 yeARS We want to appeal to all of our guests’ senses: with center–in December at Limbecker Platz Essen. The with our guests? What inspires them? How do we best entertain concept offers hand-made burgers and fries, freshly In the f&b buSIneSS? green walls, a casual urban design, and a full range prepared and of the highest levels of quality and them? This is the challenge we face every day. Tenants have the same dOughty: My biggest question still is why jobs and careers in the of ways to enjoy oneself—from live cooking shows, freshness, in over 250,000 possible combinations. challenge and businesses like Vapiano work hard with each new foodservice industry are somehow considered to not be “good” to fi ne-dining concepts, to a cool bar in the eve- “The collaboration with ECE is an important opening to meet the “3E’s.” Excitement is really important. enough or “real.” I have met some of the most talented and gifted ning,” Marc Blum, Director Creative Design at ECE, step for our expansion into Germany. It means people in the world in our industry and it is still the biggest curiosity explains “Foodtopia’s” goal. More than 15 different, that we have a strong partner on our side who ACROSS: whAt new entRAntS fulfIll theSe RequIRe- why other people don’t see it as a great career. This is changing, but manages over 200 shopping centers. The high-quality concepts will provide gastronomic mentS In geRmAny? very slowly. In the UK at the moment, being a “chef” is now popular, restaurant’s location is one of the decisive choice, excitement and entertainment. factors for us. We put a lot of emphasis on dOughty: The burger concept Five Guys, which we will welcome in but being in foodservice is still seen as a job you only do if you can’t being represented at locations where our Limbecker Platz in Essen, and the whole Foodtopia project at MyZeil do anything else! The stylish design, including urban-gardening and target group likes to be and spends its time.” in Frankfurt both do. Ben Green is exciting and I also fi nd Friends & vintage-industry elements, gives “Foodtopia” its Jörg Gilcher, Head of Germany, Five Guys Brgrs entertaining. The brand is opening at FoodSky in Europa Pas- unique and lively atmosphere and allows it to fi t sage in .

2 ACROSS 4 | 2 017 4 | 2017 ACROSS 3 ECE GASTRONOMY SPECIAL “FoodSky”: An entire floor Milaneo: New Quarter with becomes a culinary hot spot a Tasteful Exterior

city–for its premium location between the main shopping mile on Mönckebergstrasse and , which is located on the Alster. The “gastronomic journey” on the center’s top floor presents a well-thought-out mix of a food court (15 providers) and five additional restaurants. These include the Finnish fresh-casual burger concept, Friends & Brgrs, which is entering the German market with ECE, as well as Vincent Vegan, whose purely vegetable dishes were only available from food trucks until now. Beyond that, there is Se7en Oceans, the only starred A 3,000-sq-m floor entirely dedicated to gastron- restaurant in a German ECE center. The name omy: this vision was realized with the opening of “FoodSky” says it all: Besides its high quality of “FoodSky” at Hamburg’s Europa Passage. ECE stay, its guests will enjoy a lot of daylight, which scores with this project–the biggest continuous shines through the spectacular end-to-end glass Three buildings with shopping, gastronomy, office, located. Tenants here include the Asian concept gastronomy area in the center of the Hanseatic roof. Bon appetit! hotel, and residential areas, between which lively GinYuu, the burger specialist Hans im Glück, and squares and alleys invite visitors to stroll and linger: Starbucks—all with extended opening hours. The This is Milaneo, a completely new city quarter built gastronomic focus of the center’s 30 concepts near Stuttgart’s main station and within walking and around 1,000 seats is on fast casual and fast distance of the city center. Its gastronomy provid- food. Of course, this should not distract from the “We understand the needs of tenants” ers benefit in no small way from its high-frequency rest of this outstanding mall: Milaneo was hon- location and the attractive exteriors on Mailänder ored in 2015 at MAPIC in Cannes as “the Best By now, culinary offerings have become a substantial motivator for customers to visit a center. Platz, where Stuttgart’s modern Central Library is New Shopping Center.” Stefan Schußmann, ECE Key Account Management, knows why.

ACROSS: Which tenants work well as ACROSS: In what way have eating neighbors for these concepts and behaviors of customers in shopping which do not? “An ALL-DAY-LONG food experience” centers changed? 10 years ago, it SchuSSmann: In most cases, we create clusters was still unthinkable to deliberately of foodservice concepts, of course. Some types Why “FoodSky” is particularly dear to the heart of architect Maria Navarro, visit a mall to eat there. of gastronomy, however, are a good fit for other ECE’s Head of Creative Design. Stefan SchuSSmann: The changes are industries as well. For example, we like to posi- extreme. Restaurants used to be considered a tion a café close to fashion stores, or restaurants ACROSS: Which of ECE’s food projects NAVARRO: We keep the framework conditions for the necessary evil. It was considered difficult and an in the vicinity of entertainment areas or cinemas. are your personal favorites from design of rental areas and shop fronts flexible to ensure additional expense due to the costly technology an architectural point of view? that reletting is as simple as possible and the new ten- involved. Today, according to an ECE customer ACROSS: Why should food tenants MARIA NAVARRO: “FoodSky” at Hamburg’s Euro- ant can present himself with his own corporate identity. survey, 40% of all customers take the centers’ choose to work with ECE instead of pa Passage is definitely one of them. The glass roof However, using existing materials in a new context–like culinary offers into account when they decide its competitors? is particularly impressive. It floods the entire ellipti- old glass bottles for wall elements–is the really exciting which mall they want to visit. This is why we al- SchuSSmann: ECE has a lot of experience in cal seating area with light and therefore ensures challenge. The keyword is “upcycling.” ways strive to bring new, innovative concepts to the gastronomy sector. We operate over 20 food- increased quality of stay and comfort. The floor is our centers. courts in Germany–more than anybody else. We divided into four areas, and each of them includes ACROSS: One more question regarding sustainability: What are the have key account specialists who work exclusively typical elements of different European capitals. most important factors when it comes TO the refurbishment of ACROSS: In your opinion, which of the current concepts are in the gastronomy sector and can provide the existing foodcourts? particularly innovative? perfect place for any tenant. We understand the ACROSS: WHAT sustainability measures NAVARRO: Refurbishment is a top priority for ECE. The design of gastronomy areas must SchuSSmann: I find Marché Mövenpick's live and front-cooking concepts very needs of tenants. Last but not least, we have over has ECE implemented with the architec- be updated in a way that appeals to all customer categories and, at the same time, exciting. They will open in our new center Loom in Bielefeld this autumn. 100 top locations in Germany. tural design of its gastronomy areas? distinguishes itself from the designs of our competitors.

4 ACROSS 4 | 2 017 4 | 2017 ACROSS 5 ECE GASTRONOMY SPECIAL the dreaM of a “BuildinG sKyline plaZa: speCtaCular sCanner” Gastro experienCe in the individual catering concepts are based on different technical requi- rements. Gabriele Meyer-herms, a member of eCe’s foodservice roof Garden team, ensures their realization.

ACROSS: whAt ARe yOuR ReSpOnSIbIlItIeS In the eCe fOOdSeRvICe teAm? gAbRIele meyeR-heRmS: I provide technical assistance to our leas- If you want to have a spectacular view of Frank- ing specialists in renting and contracting catering areas. We clarify what furt’s skyscrapers, you can do no better than the technical requirements foodservice providers have and whether we can eters. We try to be as fl exible as possible in this regard and usually terrace of the ALEX Restaurant in the Skyline meet them. include some reserve capacity. We thus give ourselves and our Garden. This 10,000-sq-m roof garden is the tenants the opportunity to react quickly to changes, such as when heart of the Skyline Plaza, which ECE opened in ACROSS: whAt SORt Of RequIRementS dO the tenAntS shop surfaces are combined or concepts changed or extended. 2013 in the middle of the new and upcoming hAve? Europaviertel. Due to its location, the shopping meyeR-heRmS: On the one hand, they are concerned with the area ACROSS: dO yOu SOmetImeS COme ACROSS unuSuAl ten- center has quickly established itself as a and its design. We have several counters in each food court arranged Ant RequeStS? mid-day and evening reference point for people around a common seating area. Among other things, we have to clar- meyeR-heRmS: A small (30-sq-m) gastro-counter once demanded a working in the surrounding offi ces and in the ify how large a counter must be and how individually the tenant can grease exhaust volume of 6,000 to 7,000 cubic meters per hour. That convention center and banking district. In addi- present itself. On the other hand, tenants are concerned about tech- is simply impossible. The chef wouldn’t be able to hold on to the stove tion to ALEX, the Skyline Plaza offers guests a nical issues. Foodservice of course needs a greater supply of fresh air, due to the massive airfl ow! market hall with 16 foodservice concepts and stronger electrical connections, and grease separators. Ventilation, 400 seats on the fi rst fl oor. Nearby residents of Skyline Garden among its diverse plant life. electric, and grease waste water are thus parameters of interest. What ACROSS: mAny futuRIStS lOng fOR the InventIOn Of course also enjoy the mall’s culinary offerings. Alternatively, they can try a round of table ten- is possible at the respective location must fi rst be clarifi ed. telepORtAtIOn. whAt InventIOn wOuld mAke yOuR Afterwards, they can enjoy a digestive stroll nis or boules, before going back to shopping in jOb lIght yeARS eASIeR? through the extensive network of paths in the one of the center’s 170 shops. ACROSS: dO theSe RequIRementS vARy ACCORdIng tO meyeR-heRmS: A “building scanner” that would allow me to view a the gAStROnOmIC COnCept? center or a rental area, akin to Google Earth. It would allow me to view meyeR-heRmS: Yes, they depend on what food is prepared and what the building constructions—walls, ceilings etc.—and technical installa- equipment is needed. This determines the required technical param- tions like ventilation ducts and electrical cables. What a dream!

The Finnish fresh-casual-burger concept Friends & Brgrs celebrated the opening of its first store in Germany in September at “FoodSky” in The classic food-truck concept Vincent Vegan has opened its fi rst brick-and- Hamburg’s Europa Passage. ECE facilitated the launch of the sixth mortar restaurant at “FoodSky” in Hamburg’s Europa Passage. The concept restaurant based on this concept. It focuses on fresh ingredients from is based on the savory enjoyment of popular fast food dishes–prepared with their own production sites and plans to expand further across Europe. purely vegetable ingredients and served with a certain dash of smoothness and a lot of love. “We opened our fi rst store in Germany in an ECE center because we want to be where people are. After all, eating great food is “We have chosen a location in a center because we are convinced an important part of a shopping day for a growing segment of that a concept like ours is ready for attractive, highly frequented people.” locations.” Peter Fagerholm, CEO & Co-founder, Friends & Brgrs Christian Kuper, Founder & CEO, Vincent Vegan

6 ACROSS 4 | 2 017 4 | 2017 ACROSS 7 ECE GASTRONOMY SPECIAL adiGeo: Culinary Variety With northern italian flair

ECE’s fi rst own development in Italy: Adigeo in ple, chose Adigeo as the location for its first Verona has been setting new shopping stan- store: Bauli Caffè. The Baccanale restaurant dards in the arena city since March. The timeless serves high-quality antipasti and fi ne wines from design vocabulary is inspired by modern Italian the region. Dispensa Emilia and Trattoria Il Podio architecture and offers numerous, spectacular, indulge guests with hearty pasta and fi sh dishes. double-story shop facades. It also defi nes the The 360-seat food court and the generous restaurant area on the upper fl oor—a meeting layout of the exterior terraces create a relaxing, point and the heart of the center. Adigeo has a feel-good atmosphere with color plays and care- wide range of different gastronomy concepts fully accentuated material selections. Different from international and regional suppliers. North- seating and lounge areas add to the Adigeo ern Italian cuisine, with espresso and gelato (in- experience. Altogether, the center in Verona has cluding Dolce Vita), stands above all else. The 21 restaurants and cafés that are ideally suited large-scale Italian confectioner Bauli, for exam- to the mall’s architectural concept and design. The restaurant area is open until 11 PM.

Fresh, healthy, fast: Marché Mövenpick provides an authentic market-atmosphere and an ContaCt experience for all senses–with hand-made dishes, top quality ingredients, and live cooking. The fi rst restaurant at ECE opens in autumn at the new Loom in Bielefeld. ECE Projektmanagement “The collaboration with ECE is of strategic importance for us. With a strong partner, G.m.b.H. & Co. KG we hope that we can successfully reach our customers and make good business.” Heegbarg 30, D-22391 Hamburg, Germany Lothar Menge, Business Unit Manager City Concepts, Marché International Phone: +49 40 60606 - 0 Fax: +49 40 60606 - 6230 Email: [email protected] www.ece.com

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