In 2021 due to the lockdown situation, the Alsterhaus in Hamburg had been open for only 11 days so far. It reopened again on 22nd May with certain restrictions as shopping is allowed again in the city. To enter and shop at Alsterhaus, customers register via Luca App or at a registration desk at the entrance and wear a FFP-2 face mask. The Alsterhaus customers were greeted with small welcome presents in the recognizable Alsterhaus bags. The atmosphere was amazing as not only the customers were more than happy to be out shopping again, but also the Alsterhaus team was really excited to take care of the customers.
For the re-opening, the store surprised with new arrivals of brands and a real highlight is the Louis Vuitton pop-up at the Luxury Hall at Alsterhaus, which was installed end of March and could be visited digitally. The wave-inspired design of the pop-up store transforms the atrium of the department store into a lagoon landscape and reminds of a summer vacation. Moreover, the Beauty Weeks started this week: the focus is on skincare, cosmetics, fragrances, and hair. This two-week activation is supported by a beauty week calendar which has been sent out to customer card holders and can be collected in the store as well as a window and social media campaign.