The QUARREE Hamburg is far more than a shopping center. It is an urban meeting place with strong everyday relevance for Hamburg-Wandsbek. Around 90 shops, approximately 40,000 square meters of retail space, a central market square, and a cinema define the location and its role within the district.

As part of a strategic consulting mandate for Union Investment Real Estate, SERIOUS, together with center operator SONAE Sierra Germany, developed a pioneering overall digital signage concept for the QUARREE’s exterior facade. The aim was to visibly position the retail property, activate footfall, and permanently anchor the location within the urban space.

Since 2022, the concept has been live on two large-scale, three-dimensional LED facade installations.
The technical implementation was carried out in close collaboration with our partner pilot Screentime.

Following the successful implementation of the LED technology, SERIOUS assumed responsibility for the facade content management system as well as the strategic and creative development of the content.

Since then, we have been conceptualizing and managing QUARREE’s annual digital campaigns. The content incorporates seasonal themes, events, and campaigns of the center, translating them into high-quality cinemagraphics and animation formats that reach thousands of visitors and commuters in the urban area daily.

The result is not classic outdoor advertising, but a strategically managed communication surface in the public space with lasting impact.

SERIOUS takes holistic responsibility for the digital facade communication of the QUARREE Hamburg.
From the strategic guiding idea and content formats through to the operational management of the screens.
With up to 177 square meters of display area and high-resolution output, the two exterior LED facades rank among the largest and most defining installations of their kind in Germany.

Scope of Services:

Strategic conception of the digital facade communication
Development, management, and maintenance of the content management system
Conceptualization and implementation of digital annual and campaign frameworks
Design of animation and cinemagraphic formats
Ongoing support, optimization, and quality assurance