Page 29 - RLI November 2019

COVER STORY | ECE

The Jewel Opened earlier this year, FOODTOPIA is the new hotspot in
downtown Frankfurt and part of the extensive modernisation
and repositioning of MyZeil as a unique shopping, lifestyle

in the Crown and entertainment complex. Here, RLI speaks with
Jonathan Doughty, Global Head of Foodservice, Leisure and
Placemaking at ECE Projektmanagement about this new food
and entertainment concept that is taking the industry by storm.

ocated on the fourth floor of MyZeil, FOODTOPIA example of making a place that people want to go to, to use, ECE Projektmanagement is constantly on the lookout for
features a unique food and entertainment offer to enjoy and to experience. The public wanted something the new and the exciting in order to do this. Like any good
with a variety of modern premium food concepts different and FOODTOPIA delivered,” explains Doughty. restaurant, they want to keep the service great, the food
L and special architecture with an urban flair, The development offers seven different dining areas with exciting and the experience memorable.
attractive design and the vibrant atmosphere of a market 16 unique concepts, with many new to market concepts and As we near the end of the interview, we asked Jonathan what
hall. The scheme also features outdoor terraces with a view combines an almost round-the-clock gastronomy offer from the biggest challenge was in bringing this project to completion.
of the Frankfurt skyline, an event space and a premium film breakfast to cocktails in the evening. “It has to be the phased opening. If it had been a new location,
theatre, rounding off the offering. New operators have made their debut, such as Turkish constructed new for this, it would have been much easier, but
“FOODTOPIA has been a long time coming,” states casual dining concept Big Chefs which is new to Germany, it was a conversion of an existing
Jonathan Doughty, Global Head of Foodservice, Leisure and whilst the modern Indian street food restaurant eatDOORI space and for many reasons we Many people talk about
Placemaking at ECE Projektmanagement. “Myself and the ECE Deli and the local salad and wrap specialist Heidi and Paul had to open it in phases. We were ‘Placemaking’ but
team began working on this over five years ago with the vision are new to shopping centres. incredibly lucky that our tenants
to create something new, something exciting and attractive “There are also flavours from around the world with and partners worked so closely FOODTOPIA is a perfect
and something that went way beyond a food court.” Chipotle and Coa, and gorgeous healthy and tasty food from with us and now we can see the example of making a place
The project is a first in Germany and an example of PokeYou! There truly is something for everyone in the town final product. It took a lot of work
redefining the role of shopping centres as retail, places for square in the sky and credit must go to Helmut Wittchen but this flagship project for ECE that people want to go
people and integrated leisure and food locations. and Julia Blank on the ECE Projektmanagement team who Projektmanagement and DWS as to, to use, to enjoy and to
Born in the desert in Dubai at the Meydan Racecourse at were truly inspired in their leasing work,” says Doughty. the investor is now open for all to
an RLI event no less, the brief for FOODTOPIA was to create The Astor Film Lounge, a stunning premium cinema see and enjoy,” concludes Doughty. experience”
something different at a centre where space was available, a recently opened its doors in addition to the food offers on
centre that needed to add something special on top of its the site. This is a true premiere, as the cinema is the first
already successful operation in a growing and vibrant city Astor Film Lounge ever in a shopping centre.
with a developing food scene. Connectivity and accessibility was pivotal in the planning of
Since launching in April, the FOODTOPIA project has this new space. Doughty explains that it was almost empty
gone down very well, and this will only improve with the beforehand and that it was a case of providing something
opening of the final phase, the Astor cinema, which launched that did not just ‘fill the space’ but ‘made a place’. “We needed
last month. “I think one third of the 48,000 daily visitors are to support the rest of the centre but also create an attraction
visiting the FOODTOPIA floor, but this is not the only reason in its own right. Fortunately, we had great connectivity and
to travel to MyZeil,” states Doughty. space to work with, with direct connections from the ground
The customer journey begins with a view of the spectacular floor and from the office tower.”
façade of the MyZeil shopping centre and all of the activity According to Doughty, it is the tenants and their offer and
on the terraces, it then continues through the redesigned delivery which will decide if the project is a success in the
lobby and the short, but stunning trip up the escalator as it long-term. In the world of shopping centre food, being good
climbs four floors until they reach FOODTOPIA. is not good enough any longer, and that they must strive to
“We have created a place, not just a space. Many people move their guests to reach a higher score on what he refers
talk about ‘Placemaking’ but FOODTOPIA is a perfect to as their ‘emotional index’.

28 RETAIL & LEISURE INTERNATIONAL NOVEMBER 2019