Post comes alive!

Between now and the start of the rebuilding Post will host
a series of planned events

The former post office located on the Coolsingel in Rotterdam is about to undergo a major metamorphosis. The owners, Delta Development Group (DDG), are on behalf of Post Rotterdam (Post) in the advanced stages of revitalising this distinctive building into a place that will house major retail brands under one roof. It will be a ‘House of Lifestyle Brands’, a welcome addition to what’s currently on offer within the inner city.
The redevelopment of the building, which is expected to start in the summer of 2012, will need to be completed before the ‘House of Lifestyle brands’ can open its doors in 2014. However, Delta Development feels it would be a waste to leave the building unused prior to its redevelopment. “It would be a missed opportunity to keep this building closed off to the general public. That’s why we are letting the public and retailers experience the building in this period”, says Bart van Rooijen of Delta Development.

Post Up Rotterdam will be the location for large (public) events

Following the huge success of the temporary UGG Australia outlet that was housed in the building, Post have decided to keep the central hall available to the citizens of Rotterdam for more spectacular events. To this end, Post Rotterdam have enlisted the help of Skonk, real estate concepts and Kingdom Retail who jointly will operate in the former post office under the name Post Up Rotterdam.
Post Up Rotterdam will be the location for large (public) events. The partners will also realise a temporary shopping concept specialising in fashion, food and gifts. The holiday season is about spending time together, about warmth and quality and being with family and friends. The exchanging of various gifts during the feast of St Nicholas and at Christmas is part of this tradition.
So during the weeks in the run up to Christmas, the impressive central hall of the former post offi ce on the Coolsingel will be transformed into a surprising, innovative and warm pop-up concept.

Post Up Rotterdam will enrich the centre of Rotterdam from mid September 2011 to April 2012

Post Up will be a place for a fun afternoon with your spouse and children or for a coffee, lunch, relaxed drink or wonderful dinner with friends. A place where well-known luxury products will be placed alongside surprising and innovative ones.
“Temporary concepts are ideal for focussing the public’s attention on a building or area at an early stage”, says Job Keja of Skonk. It is called pre-marketing. At Skonk, they distinguish between Attention, Activating and Appealing.
Attention is getting the public to focus on the location and the concept. Activating is organising activities in line with the concept and Appealing means future users of the building having a clear idea at an early stage of what the building will be all about.
“All this means that the public can enjoy innovative brands and the desired image of the building will be in the mind’s eye of the public before it has even opened its doors,” says Ingmar Creutzberg of Kingdom Retail.
Post Up Rotterdam will enrich the centre of Rotterdam from mid September 2011 to April 2012 with a diverse array of products.

FIRST RETAILERS SIGN FOR POST ROTTERDAM

Van den Assem and Daka Sports United have signed to be part of a house of Lifestyle brands. Both retailers will be located on the second fl oor, occupying a combined floorspace of 4,000 m2.
Luxury and exclusive footwear brands will be delivered by Van den Assem, a name well known to Rotterdam, in a special environment that refl ects the quality of the brands. Having successfully piloted an UGG Australia outlet store, the footfall, interest and turnover during this limited period was the trigger and reassurance, for Van den Assem that Post Rotterdam as a destination for a house of lifestyle brands would work. Van den Assem will occupy 1,600 m2.
Daka Sports United occupying 2,400m2 will deliver a sports offer that combines a comprehensive range of high profile brands alongside casual style in a concept that meets with the aims and company ambition for the future. Post Rotterdam was the perfect choice. These are the first names, currently there is discussion with international, national and local brands and labels who will complete the retail and leisure offer of a house of lifestyle brands.