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Article: sandiia® POP-UP Room in Munich

sandiia® POP-UP Room in München

sandiia® POP-UP Room in Munich

Munich, May 2023 – A pop-up concept room for women-led 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) are bringing female creativity to the heart 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 City of Munich's cultural and creative industries competence team.

“As the name The Female Eye suggests, it is about the female perspective on our time. From sustainable fashion to art, accessories and beauty - we bring women-led labels and their very 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 City 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

With the creative support of 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 of the respective label. "The history of the labels should come alive, it's 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 immediate vicinity of the store 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 in the implementation of their interior concept by the furniture store KARE Design . “Sofa, tables, mirrors, carpets – KARE Design immediately agreed to our request, despite our short-term request, and realized the implementation within a few days. We are absolutely thrilled with so much empowerment for the female start-up scene,” says Marlene Bayer.

The Munich-based company has stood for unconventional living design and an eclectic mix of styles for over 40 years. Own shops in Munich, such as the award-winning flagship store Kraftwerk 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-led labels? The German start-up scene is male - according to the Female Founders Monitor, only 15.1 percent of founders are women (as of 2019). In addition, female start-up ideas rarely get a forum – especially not in the heart of the city. This is mostly an area of ​​large, established brands: fine, sustainable ideas, conceived and brought to life by women for women, are usually looked for in vain here. They mostly take place online. Because the rents in the city center are hardly affordable and suitable innovative sales concepts for start-ups are missing. Braemer and Bayer want to change that.

Start of the Munich Creative Business Week

The Female Eye by HAEDREN Empowered by Fine Content will open its doors on May 2, 2023, just in time for Germany's largest design event - the munich creative business week (mcbw). The mcbw is the international showcase for 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 comprehensively tangible by bringing together specialists, designers, companies and students from disciplines such as design, architecture and business over nine days. As a partner of mcbw , The Female Eye will be part of the mcbw Designwalk - a curated city walk through Munich city centre. (More info at

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

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