W Springorum has held international positions in the fashion and marketing sectors in recent years. Among other things, she was responsible for marketing and cooperation at Bikini Berlin and helped build up the business of the communications agency Avantgarde in China and the United Arab Emirates. With her instinct for brands, people and future-oriented markets, she develops internationally relevant concepts and strategic partnerships and this year started as managing director of the co-retail space ALHAMBRA BERLIN. The 1,100m2 space on Ku’damm is a mixture of showroom, gallery, event area and store and serves as a symbiosis of a modern sales and marketing concept.

FCG: Can you briefly tell us why ALHAMBRA BERLIN was launched and what it is all about?‍

W: With ALHAMBRA BERLIN we are realizing the vision of bringing a new icon of the future of retail to the market. For us, that means combining culture, community, and retail in an online and offline space that serves as a marketing platform. Where the focus is not on sales/m², but on interaction with products or art or designers. From a B2B perspective, ALHAMBRA BERLIN is a new type of marketing channel; from a B2C perspective, it's a wonderful place of inspiration. In addition to design & fashion, our focus is also on accessories, art, interior, beauty & health, tech & mobility, and travel.

FCG: How do you feel in your new position as managing director? Have you settled in yet? ‍

W: It's inspiring to be part of ALHAMBRA BERLIN and to lead a project that is being realized with great passion with the aim of readjusting the parameters in retail. We are well positioned here with a great team that is set to continue to grow. We are concentrating all our attention on preparing for the opening and can hardly wait to be able to show our guests the vision of ALHAMBRA BERLIN in the fall.

FCG: How are you doing with the current Covid-19 measures and how does this affect your work and the concept of ALHAMBRA BERLIN?‍

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W: The pandemic has given us all a real push towards digital and this of course also influences our plans and services. On the one hand, we are looking at the possibilities of digital options, but on the other hand, we are also looking at what the analog experience does to us as people.

In addition, customers, also fueled by the pandemic and the global grievances that are becoming apparent, now have a clearer understanding of what they are buying and expect a common idea of ​​values ​​from brands. For this reason in particular, insights into the "making of" the products and creations are essential to our concept.

Ultimately, the desire for more individuality and transparency has also increased as a result of Corona, as has the awareness that everyone should individually take responsibility for our society, environment and our community.

FCG: What opportunities are there for interested parties and FCG members to work with ALHAMBRA BERLIN?‍

W: We offer national and international designers and labels a multifaceted platform to present their CoLabs, capsule collections in ALHAMBRA BERLIN. We make sure that the mix of established design, contemporary art and up-and-coming talent creates an interesting background for the brands to stage new collections and present them to their community. As described, a look behind the scenes is not only desired, but part of the program. We are going down the path to the "Future of Retail" together with the brands.