Marketing Lounge for Shopping Mall Refurbishment

The z-room, an atmospheric info lounge on the 5th floor of Frankfurt's Zeilgalerie, was the prelude for the entire redesign of the renowned shopping centre that is also conceived by 3deluxe (completion end of 2011).

In June 2009, 3deluxe's planned conversion of the entire Zeilgalerie was preluded by inaugurating the z-room, an atmospheric information lounge located on Zeilgalerie's 5th floor. The redesign of the shopping centre, which opened in 1992 and is renowned far beyond Frankfurt's city limits, includes a completely new look for the façade and a full makeover for the public areas inside the complex. The modernisation measures are expected to be completed by the end of 2010.

The z-room is designed in anticipation of Zeilgalerie's future style, whose distinctive features include the bright ambience of a predominantly white interior, atmospheric light orchestrations, smooth transitions between functionally different zones, and public recreational areas with the appealing look of comfortable lounges.

The showroom, which measures approx. 200 sq.m, is divided into seamlessly connected zones featuring a meeting lounge with coffee bar, an event and exhibition area, and the so-called 'Private Room' as a mock-up shopping area. The different usage zones are spatially distinguished by dynamically curved partition walls that through their overall sculptural shape break the geometry of the existing space. Generous openings, above which the walls' curvature is solely continued in the lintels, mark the intersections of the merging functional areas. Some lounge seats derive their organic shape from the walls' curved design.

The z-room's contemporary formal idiom and pleasant atmosphere give a first impression of the new shopping experience at Zeilgalerie which, following its redesign, will present itself as the ultimate location for modern urban lifestyle.