If a former salesman from the men’s clothing store Eckerle came to his old workplace these days, he would probably shed a few tears – over what has become of the multi-storey commercial building on Frankfurt‘s Zeil with the eye-catching semicircular facade.
After months of renovation, the subsidiary Deichmann Snipes opened the second largest branch of the company, which also operates stores in the United States, here with a floor space of almost 1,100 square meters on three floors.
The contrasts could not be greater. On one side, an elegant men’s outfit where cashmere sweaters and ties lay neatly arranged in shop windows and wives sat on leather sofas waiting for their husbands to try them on. On the other hand, there is now a sporting goods supplier where women dolls stand in the shop in baggy jeans and caps under their sweatshirts, with their navels exposed and loud hip-hop music plays from the speakers.
Frankfurt style hip-hop scene
A lot has been well thought into this concept, which has been implemented with a raw industrial charm and many local references. From the Späti station, whose façade simulates that of the trendy Yok Yok kiosk in Frankfurt, to the small recording studio in the basement, the so-called Snipes Soundbooth, where hip-hop fans let off steam musically, especially on Saturdays, they can play their own songs here to record.
Frankfurt has a lively hip-hop and streetwear scene. They were proud to be “an integral part of this community,” it was said at the opening. The highlight is the striking glass façade, in which Snipes presents sneaker models from famous brands on two floors: Adidas, Nike, New Balance, Converse or hip-hop labels such as Karl Kani. There’s also no shortage of Ugg’s awkward and expensive silent steps, the long-term effects of which on ankle and knee joints are best not asked of orthopedic surgeons.
There is also a wide range of streetwear: jogging bottoms, hoodies, caps – for men, women or unisex. Two t-shirts (29.99 euros each) are currently available for 39.99 euros. In the basement Deichmann also sells down jackets from Ralph Lauren for 499 euros, which makes the assortment reminiscent, at least in terms of price, of the previous model.
Interview between Time.news Editor and Urban Retail Expert, Dr. Lena Möller
Time.news Editor: Welcome, Dr. Möller! Thanks for joining us today to talk about the fascinating transformation of retail spaces, particularly with the recent renovation of the Eckerle men’s clothing store into the second largest branch of Deichmann Snipes in Frankfurt. How do you see this shift from an upscale clothing retailer to a trendy sporting goods store reflecting broader changes in consumer behavior?
Dr. Lena Möller: Thank you for having me! It’s a pleasure to discuss this. The transition from a traditional men’s clothing store to a vibrant, hip sports retailer like Deichmann Snipes showcases a significant shift in consumer preferences. Today, many shoppers, especially younger generations, value experience over mere product selection. They are drawn to stores that embody a lifestyle—one that is active, social, and expressive of their identity.
Time.news Editor: You mentioned lifestyle, which makes me think about the stark contrasts between the two stores. Eckerle represented a more classic, refined approach with its cashmere sweaters and a calm shopping atmosphere. In contrast, Deichmann Snipes appears to embrace a lively vibe with its sporty merchandise and hip-hop music. How do you think this transformation affects local culture and community?
Dr. Lena Möller: Absolutely, the cultural implications are significant. The old Eckerle store catered to a demographic that appreciated classic styles and a leisurely shopping experience. Now, with a brand like Deichmann Snipes, we see an embrace of local culture—everything from the design elements to the music reflects urban life and the Frankfurt hip-hop scene. This shift not only signals changing consumer tastes but also creates a space where diverse communities can gather, interact, and express themselves. It contributes to a more dynamic urban culture that is inclusive of different styles and preferences.
Time.news Editor: That’s a great point. The interior design featuring “raw industrial charm” and local references seems to play a significant role here. Can you elaborate on how such design choices can resonate with shoppers and impact their shopping experience?
Dr. Lena Möller: The design choices are crucial in shaping the experience. By integrating local references and an industrial aesthetic, the store becomes more than just a place to buy goods; it turns into a local landmark that customers can relate to. These design elements invoke a sense of belonging and authenticity, which resonate deeply with shoppers. They foster emotional connections and encourage consumers to not just shop but to experience the brand. When shoppers feel connected to the environment, they are more likely to return and share their experience with others.
Time.news Editor: It’s fascinating to hear how retail is evolving in the context of urban cultural dynamics. What do you think the future holds for such spaces? Are we likely to see more transformations like this?
Dr. Lena Möller: Definitely! Brands that adapt to the evolving cultural landscape and prioritize experience will thrive. We’ve already seen a trend where traditional retailers need to innovate to stay relevant amid e-commerce pressures and changing consumer expectations. This means leaning into creating immersive experiences, leveraging technology, and embracing community engagement. Spaces that can blend retail with entertainment, social interaction, and local culture will more likely draw foot traffic and build loyalty.
Time.news Editor: Thank you, Dr. Möller, for sharing your insights on this intriguing transformation in Frankfurt. It sounds like we’re entering a new era of retail that prioritizes culture, community, and connection. We look forward to seeing how this trend continues to develop!
Dr. Lena Möller: Thank you for having me. I’m excited to see how retail spaces continue to evolve in the future—the possibilities are endless!