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First Store Vol. IV

Students from AMD Akademie Mode & Design, Deutsche Pop and macromedia University of Applied Sciences had created and submitted numerous extremely creative and exciting concepts for the retail competition First Store Vol. 4 in the summer semester of 2022.

In the final jury session in mid-September, five finalists were allowed to present their concepts live in front of a top-class jury of various industry experts. The expert jury evaluated the concepts according to their degree of innovation, economic sustainability and creativity of the concept, quality of the application and social media integration.


First Store Vol. III

First Store is a retail casting to promote newcomers and start-ups with innovative concepts. First Store Vol.III is an exclusive partnership with the German POP, an academy for popular courses.

Union Investment and Sonae Sierra wish the students a lot of fun and success with the creative realization and are looking forward to the new cooperation with the German POP.



“As an academy, we have always taught from practice for practice and place great importance on collaborating with the industry and the First Store cooperation with the ALEXA reflects the Deutsche POP mindset.  Our students will have an opportunity to gain real insights and practical experience, to realise their creative potential and to gain a foothold in the industry.”

Rüdiger J. Veith, Managing Director of Deutsche POP / music support group.


“Students will have an opportunity to help shape the future of retail for their generation. Maintaining a top position in the retail industry means constantly seeking out new paths. And if we want to create something new, we should never forget to include the target group that makes up a large proportion of our visitors.”

Ralf Schaffus, Head of Retail Asset Management in Germany at Union Investment and jury member


The Centre

Alexa greets more than 16 million customers annually. Whether for fashion, beauty, art or food: With more than 170 shops including 20 restaurants on more than 55,000 square meters, the shopping centre is a great choice for all ages, tastes and budgets. 
In the middle of Berlin.


The Location

Like Piccadilly Circus in London or Times Square in New York, Alexanderplatz is a phenomenon. A symbol of Berlin and the city’s #1 tourist hotspot. For 300,000 people a day, it is a place for encounters and cheer—and today that always means consumption, too. In short, Alexanderplatz is the perfect place for a shopping mall named Alexa.

These could soon be some of the new neighbours ...

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