Delivering Purpose for Associations

2nd September 2020

With business demand severely curtailed because of COVID-19, destinations are scrambling to determine how best to create value now and in the future. In Hamburg, with a refurbished and renovated convention centre, CCH – Congress Center Hamburg, due to reopen later this year, you can position your association thanks to state-of-the-art infrastructure and a city that is betting on its cluster industries.

Words Remi Deve

Hamburg, Germany’s second largest city, has long served the role as northern Europe’s gateway to the world. Cosmopolitan, vibrant, smart, eco-minded – the adjectives don’t seem to do the destination justice, especially since it’s at the height of its transformation.

Everywhere in the city, new venues, hotels and office buildings seem to have risen from the ground. Some have gentrified the former, often quite bleak, riverside warehouse districts – HafenCity is considered to this day Europe’s largest and most innovative urban redevelopment site. A stone’s throw away lies the restored Speicherstadt area, designated a UNESCO World Heritage site, and the now world-famous Elbphilharmonie, an awe-inspiring 12-story glass structure set on top of a former brick warehouse overlooking the Elbe River. 

Leveraging knowledge

“In Hamburg, all stakeholders work hand in hand to profile the destination as a place where everything is possible. Simply put, we are here to help associations deliver on their purpose – something that is definitely a differentiator in these unprecedented circumstances,” says Heike Mahmoud, Chief Operating Officer of the new CCH – Congress Center Hamburg. “We work closely with scientists, professors, and academia to help leverage the knowledge we have. Our goal is to create a network of excellence, and position Hamburg as a knowledge hub, and the best place for peer-to-peer exchange and best practice sharing. The new CCH will be the ideal platform to do just that.”

Hamburg’s positioning and the CCH’s features were definitely a draw for the 73rd German Jurist Convention, which will take place in a form and a shape that, at the time of writing, has yet to be decided – digital solutions are being explored. A not-for-profit organization established in 1860, with almost 7,000 members throughout the Federal Republic of Germany, it gathers law professionals from all areas of specialization and across all generations. The German Jurist Convention is Europe’s biggest event for legal professionals.

In terms of layout, the contemporary style of the CCH’s new entrance area has been designed to give a foretaste of the unique interior of the venue. Even on darker days, the glass façade will let plenty of natural light enter the complex. Meanwhile, throughout the building, an innovative lighting system will provide perfect illumination at any time. It is being implemented by Austria-based Bartenbach GmbH who designed a network that will be particularly sustainable.

“We want all our guests to feel totally happy and at ease in our building when they are attending a conference or an event,” says Heike Mahmoud. “Our state-of-the-art features and well-designed layout will easily allow us to provide a unique experience to them.”

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