First actions in the pilot location of Herrenberg: "Oh, how beautiful is Herrenberg!", "I want to bring the world to Herrenberg" and "Back with the future" are the stories for the revitalization of the inner city shop windows and hence the whole shopping landscape. Embedded in the context of the CINEMA project 15 students of the Stuttgart Media University developed the three different approaches to present the attractiveness of Herrenberg and to revive empty floorspaces. At the beginning of the “Creative Retail” course the students received an insight into the methodology of storytelling, followed by field research, a qualitative user survey, on-site analyses and group work. After a few months the students were able to implement the knowledge they had gained and brought their stories to life with various media forms: Handmade window drawings with a wooden bench to linger on, a Lego installation with much love of detail and a modern billboard including a shop window design are the results. They can now be seen in the old town of Herrenberg until the end of July. If you happen to be in the Stuttgart Region make sure to come and have a look, it’s really worthwhile!
Programme co-funded by European Union funds (ERDF, IPA, ENI)