Making downtown Hamburg even more attractive

Hamburg News: In a recent interview, you described yourself as an "expert on change". How much change does downtown Hamburg need?

Mimi Sewalski: I consider change positive. Transformation holds opportunities and I want to tap into them. However, we are currently experiencing a lot of uncertainty in view of the global situation and this is accompanied by a reluctance to consume. On top of that, consumer habits have changed and retailers and locations have to reposition themselves. However, this does not apply to Hamburg. Many cities all over the world are facing this challenge, which holds opportunities as well.

Hamburg News: How does Hamburg compare to other cities?

Mimi Sewalski : The city centre is pretty well positioned. Hamburg is perceived as a strong business and tourism centre. And rightly so. Not every city centre is as beautiful. Located between the Elbe and Alster rivers, itt's great for shopping with unique shops and architecture that make for a special experience. There is also a wide range of cultural offers as well as eateries. That's what I call well-positioned.

Hamburg News:...and how could we shine even brighter?

Mimi Sewalski : I plan to talk to city managers in Barcelona, which is about the same size as Hamburg, and in Copenhagen, Amsterdam and Berlin. Urban managers can learn plenty by bringing together a city with so many different districts. And seeing as I come from an e-commerce background, I would like to expand digital communication.

Hamburg News: What exactly do you have in mind?

Mimi Sewalski: I want to tap into new target groups via digital channels such as Instagram or Linkedin and identify trends. Who is doing something that could go viral and conveying the city's attractions? I'm interested in young target groups, families and older people. We are creating spaces that invite them to linger and relax. Offers such as playgrounds for children or special oases of calm can be visualised wonderfully digitally.

Hamburg News: Hamburg has had "Business Improvement Districts" (BIDs) since 2005 and pioneered them throughout Germany. How important are these initiatives towards more greenery, benches and light installations?

Mimi Sewalski: Very important. These smaller units can come up with solutions quickly and effectively and have already gone a long way towards making the city centre more attractive. Such initiatives enrich our work. At its core, City Management Hamburg consists of two people, but we work closely with a large network to better position Hamburg. I understand networking not only in human terms, but also in project-related and spatial terms.

Hamburg News: Speaking of space…in the run-up to the opening of Westfield Hamburg-Überseequartier in April, there were fears that it would be an over-the-top shopping centre that would detract from the traditional city centre. City Management is responsible for both districts. What is your view of the situation?

Mimi Sewalski : I consider Westfield Hamburg-Überseequartier an enrichment for the city. There are shops there that do not have branches in the city centre and vice versa. It is a magnet for visitors, especially at weekends, but during the week the footfall in the city centre has levelled off. Yet, things are afoot in Mönckebergstrasse. The US brand, Skechers, is moving into the former s.Oliver space, Apollo-Optik is moving into the former Wiesenhavern space next April and the luxury hotel Conrad opened in the Levantehaus in September. These are all positive developments. And thanks to the newly opened cruise terminal in Westfield Hamburg-Überseequartier, tourists now have shorter distances to explore the city. I consider that an enrichment.