On 29 April, Alsterhaus celebrated its 110th anniversary with a big birthday party. Around 1,500 guests celebrated and danced until the early hours with food, drinks, and champagne until the early morning hours. Guests were welcomed on the second floor in the 700m2 Shoe Hall, which was transformed into a dance floor. The focal points of the birthday event were the beauty department, the exclusive Louis Vuitton pop-up store on the ground floor, as well as the new fashion floors. The new men’s area on the first floor, designed by Norm Architects, was completed shortly before the first lockdown in 2020 and the new women’s area on the second floor, designed by Bernard Dubois, was completed during the lockdowns. Many varied entertainment highlights invited the guests to experience a very special night in the department store. There was a make-up studio, a tattoo artist, a fortune teller reading the cards or live portrait drawing.
