sandiia® POP-UP Room in Munich
Munich, May 2023 - A pop-up concept room for women-run brands in the heart of Munich: With the project The Female Eye by HAEDREN Empowered by Fine Content the two entrepreneurs Tanja Braemer ( Haedren) and Marlene Bayer (Fine Content) bring female creativity to the center of the city. It couldn't be more central: The Pop-Up Concept Room - a mixture of showroom and event space - will move to the town hall on Marienplatz for three weeks from May 2nd and open its doors to the public. This interim use is made possible with the support of the cultural and creative industries competence team of the state capital of Munich.
“As the name The Female Eye suggests, it's about the female view of our time. From sustainable fashion to art, accessories and beauty – we bring women-run labels and their unique stories to the big stage in the middle of the city. So we not only offer the chance to benefit from the beautiful shop directly at the Munich town hall tower. We also ensure visibility in one of the most prominent places in Europe,” says Tanja Braemer, founder of the organizing slow fashion label HAEDREN.
Innovative retail concept: local meets digital
Creatively supported by the text and creative agency Fine Content a kind of shoppable exhibition is being created in the heart of Munich: Products can be tried on on site, but you can then buy them online using a QR code in the shop respective labels. “The history of the labels should come to life; it is not primarily about consumption, but about deceleration, enjoyment, immersion. “‘Slow instead of fast’, so to speak – a counterpoint to what the city center and the store’s direct neighborhood otherwise offer,” explains Marlene Bayer. HAEDREN as the organizing label will also use the space as a studio and showroom.
Active support from KARE Design
The two founders are actively supported by the furniture store KARE Design in implementing their interior concept. “Sofa, tables, mirrors, carpet – KARE Design agreed with us immediately despite our very short-term request and implemented the implementation within a few days. “We are absolutely thrilled by so much empowerment for the female start-up scene,” says Marlene Bayer.
The Munich company has stood for unconventional home design and an eclectic mix of styles for over 40 years. Our own shops in Munich, such as the award-winning Kraftwerk flagship store and 120 franchise partners in 50 countries, carry the ideas for individual living styles out into the world.
The start-up scene is male
Why women-run labels? The German start-up scene is male - according to Female Founders Monitor, only 15.1 percent of founders are women (as of 2019). In addition, female start-up ideas are rarely given a forum - especially not in the city center. This is usually the area of large, established brands: You will usually look in vain here for fine sustainable ideas, thought up and brought to life by women for women. They mainly take place online. Because the rents in the city center are hardly affordable and there are no suitable innovative sales concepts for start-ups. Braemer and Bayer want to change that.
Start of the Munich Creative Business Week
Just in time for Germany's largest design event - the munich creative business week (mcbw) - The Female Eye< opens by HAEDREN Empowered by Fine Content on May 2, 2023 the doors.The mcbw is the international showcase of the Bavarian creative and design industries and takes place from May 6th to May 14th in the state capital. It is organized by bayern design and is a platform for new ideas, trends and creativity, promotes interdisciplinary exchange and makes design a comprehensive experience by bringing together experts, designers, companies and students from disciplines such as design and architecture over nine days and economy brings together. As a partner of mcbw, The Female Eye will, among other things, be part of the mcbw Designwalk - a curated city walk through downtown Munich. (more information at mcbw.de).
The Female Eye by HAEDREN
Empowered by Fine Content
Marienplatz 8
80331 Munich
Directions: U3/U6 Marienplatz, Tram 19 Theatinerstraße
Opening hours
Opening: May 2, 2023 from 12 p.m.
Open daily (except Sunday & public holidays) from 10 a.m. to 6 p.m.
