{"id":18703,"date":"2026-09-22T15:32:13","date_gmt":"2026-09-22T13:32:13","guid":{"rendered":"https:\/\/www.dfrost.com\/?post_type=stories&#038;p=18703"},"modified":"2026-09-22T15:35:19","modified_gmt":"2026-09-22T13:35:19","slug":"blog-was-physischen-retail-fur-gen-z-relevant-macht","status":"publish","type":"stories","link":"https:\/\/www.dfrost.com\/de\/stories\/blog-was-physischen-retail-fur-gen-z-relevant-macht\/","title":{"rendered":"Was physischen Retail relevant macht"},"content":{"rendered":"\n\n<section class=\"fullscreen-hero  image fullscreen-hero_image_fix\" id=\"block_number_1\">\n            <style>\n                        #block_number_1 .fullscreen-hero__image{\n                background-image:url(https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_Mobile-1.png);\n            }\n            \n            @media (min-width: 768px) {\n                #block_number_1 .fullscreen-hero__image{\n                    background-image:url(https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_01-1.png);\n                }\n            }\n        <\/style>\n        <div class=\"fullscreen-hero__image\"><\/div>\n\n\n    <div class=\"container\">\n        <h1 class=\"heading\">\n            <span class=\"toAnimate line line-1\">\n                The New Reason to Visit            <\/span>\n            <span class=\"toAnimate line line-2\">\n                Was physischen            <\/span>\n            <span class=\"toAnimate line line-3\">\n                Retail f\u00fcr Gen Z relevant macht            <\/span>\n        <\/h1>\n    <\/div>\n        <div class=\"mousey\">\n            <div class=\"scroller\"><\/div>\n        <\/div>\n<\/section>\n\n\n\n<style>\n    \n    \n    <\/style>\n\n<section class=\"info thin_text \"  id=\"block_number_2\">\n    \n    <div\n        class=\"bg-overlay\"\n            ><\/div>\n\n\t<div class=\"container\"\n\t\t \t\t >\n\t\t\t\t\t<div class=\"title\">\n\t\t\t\tRetail neu gedacht\t\t\t<\/div>\n\t\t\t\t<div class=\"content\">\n\t\t\t<p>Der physische Retail gewinnt f\u00fcr die Gen Z eine neue Bedeutung: nicht nur als Ort des Konsums, sondern als Raum f\u00fcr Experience, Begegnung und Markenidentit\u00e4t. Gerade im Zusammenspiel mit einer zunehmend digitalen Lebenswelt ver\u00e4ndern sich auch die Erwartungen an physische R\u00e4ume. Doch welche Rolle k\u00f6nnen physische Touchpoints \u00fcbernehmen, wenn der reine Verkauf nicht mehr ihr einziger Zweck ist?<\/p>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n    <section class=\"latest-works\" id=\"block_number_3\" >\n        <div class=\"container gallery-7\">\n            <div class=\"gallery gallery--layout-7\">\n                                    <div class=\"work\" data-aos=\"fade-up\">\n                        <div class=\"work-image\">\n                            <img loading=\"lazy\" decoding=\"async\" width=\"952\" height=\"1190\" src=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_02-1.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_02-1.jpg 952w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_02-1-240x300.jpg 240w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_02-1-819x1024.jpg 819w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_02-1-768x960.jpg 768w\" sizes=\"auto, (max-width: 952px) 100vw, 952px\" \/>                        <\/div>\n                    <\/div>\n                                    <div class=\"work\" data-aos=\"fade-up\">\n                        <div class=\"work-image\">\n                            <img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"1200\" src=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_03-1.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_03-1.jpg 960w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_03-1-240x300.jpg 240w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_03-1-819x1024.jpg 819w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_03-1-768x960.jpg 768w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" \/>                        <\/div>\n                    <\/div>\n                            <\/div>\n        <\/div>\n    <\/section>\n\n\n<section class=\"citation citation_fixend\"  id=\"block_number_4\" style=\"background-color: #FFFFFF;\">\n    <div class=\"container thin\">\n        <blockquote>\n            <p style=\"text-align: center\">\u00bb Je digitaler der Alltag, desto wertvoller wird echte<br \/>\nBegegnung. \u00ab<\/p>\n        <\/blockquote>\n    <\/div>\n<\/section>\n\n\n<style>\n    #block_number_5 img {\n        display: block;\n        width: 100%;\n        max-width: 100%;\n        height: auto;\n        object-fit: cover;\n    }\n\n    #block_number_5 .container {\n        padding-top: 0;\n    }\n<\/style>\n\n<section class=\"single-image-grid\" id=\"block_number_5\">\n    <div class=\"container\">\n        <img decoding=\"async\" src=\"\">\n    <\/div>\n<\/section>\n\n\n<style>\n    \n    \n    <\/style>\n\n<section class=\"info thin_text \"  id=\"block_number_6\">\n    \n    <div\n        class=\"bg-overlay\"\n            ><\/div>\n\n\t<div class=\"container\"\n\t\t \t\t >\n\t\t\t\t\t<div class=\"title\">\n\t\t\t\tGen Z und der Wunsch nach Third Places\t\t\t<\/div>\n\t\t\t\t<div class=\"content\">\n\t\t\t<p>Die Generation Z gilt als <em>Digital Natives<\/em>, f\u00fcr die digitale Medien und Technologien ein selbstverst\u00e4ndlicher Bestandteil ihres Alltags sind. <sup>[1] <\/sup>Gleichzeitig w\u00e4chst das Bed\u00fcrfnis nach realen Erlebnissen und pers\u00f6nlicher Interaktion. Insbesondere schnelllebige, von Social-Media-getriebene Lebensstile verlieren an Attraktivit\u00e4t, w\u00e4hrend <em>Real Life Experiences<\/em>, gemeinschaftliche Aktivit\u00e4ten und Community an Bedeutung gewinnen. <sup>[2] <\/sup>Auch digitale Erm\u00fcdung sowie ein st\u00e4rkerer Fokus auf mentale Gesundheit und Wohlbefinden pr\u00e4gen diese Entwicklung. <sup>[3]<\/sup><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"#_ftn1\" name=\"_ftnref1\"><\/a><\/p>\n<h6><span style=\"color: #999999;\"><em><strong>[1] <\/strong>Vgl. <\/em><em>Fisu, Amiruddin Akbar; Syabri, Ibnu; Andani, I. Gusti Ayu: \u201eGen-Z and individual third spaces: Examining youth mobility in urban areas in the context of space and time\u201d, in: Cities, Bd. 161, 2025, Art. 105889. DOI: 10.1016\/j.cities.2025.105889.<\/em><\/span><\/h6>\n<h6><span style=\"color: #999999;\"><em><strong>[2] <\/strong>Vgl. WGSN: \u201eThird spaces: the new consumer hang-out spot\u201d, 2026, online verf\u00fcgbar unter: <a style=\"color: #999999;\" href=\"https:\/\/www.wgsn.com\/en\/new-brand-strategy-third-spaces-0\">WGSN<\/a> (abgerufen am: 03.09.2026).<\/em><\/span><\/h6>\n<h6><span style=\"color: #999999;\"><em><strong>[3] <\/strong>Vgl.<\/em> <em>Deloitte: 2026 Gen Z and Millennial Survey, 2026, S. 5.<\/em><\/span><\/h6>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n    <section class=\"latest-works\" id=\"block_number_7\" >\n        <div class=\"container gallery-7\">\n            <div class=\"gallery gallery--layout-7\">\n                                    <div class=\"work\" data-aos=\"fade-up\">\n                        <div class=\"work-image\">\n                            <img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"1125\" src=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_04-1.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_04-1.jpg 900w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_04-1-240x300.jpg 240w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_04-1-819x1024.jpg 819w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_04-1-768x960.jpg 768w\" sizes=\"auto, (max-width: 900px) 100vw, 900px\" \/>                        <\/div>\n                    <\/div>\n                                    <div class=\"work\" data-aos=\"fade-up\">\n                        <div class=\"work-image\">\n                            <img loading=\"lazy\" decoding=\"async\" width=\"720\" height=\"900\" src=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_05-1.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_05-1.jpg 720w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_05-1-240x300.jpg 240w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/>                        <\/div>\n                    <\/div>\n                            <\/div>\n        <\/div>\n    <\/section>\n\n\n<section class=\"citation citation_fixend\"  id=\"block_number_8\" style=\"background-color: #FFFFFF;\">\n    <div class=\"container thin\">\n        <blockquote>\n            <p style=\"text-align: center\">\u00bb Gen Z konsumiert nicht weniger, sondern bewusster. \u00ab<\/p>\n        <\/blockquote>\n    <\/div>\n<\/section>\n\n\n\n<style>\n    \n    \n    <\/style>\n\n<section class=\"info thin_text \"  id=\"block_number_9\">\n    \n    <div\n        class=\"bg-overlay\"\n            ><\/div>\n\n\t<div class=\"container\"\n\t\t \t\t >\n\t\t\t\t\t<div class=\"title\">\n\t\t\t\tZwischen Sparen und Erleben\t\t\t<\/div>\n\t\t\t\t<div class=\"content\">\n\t\t\t<p>Der Aufstieg des Internets, der Klimawandel, die Corona-Pandemie, Kriege und die Inflation haben die Erwartungen der Gen Z gegen\u00fcber Marken gepr\u00e4gt. <sup>[4]<\/sup><\/p>\n<p>Finanzielle Sicherheit und R\u00fccklagen spielen f\u00fcr die Gen Z eine wichtige Rolle. <sup>[<\/sup><sup>5<\/sup><sup>] <\/sup>So geben 61 % der deutschen Gen Z an, aufgrund der aktuellen wirtschaftlichen Situation mehr zu sparen als im Vorjahr. Gleichzeitig erwartet mehr als die H\u00e4lfte von ihnen, mehr Geld f\u00fcr nicht lebensnotwendige Dinge auszugeben. <sup>[6] <\/sup>F\u00fcr die Gen Z schlie\u00dfen sich Sparen und Konsum damit nicht grunds\u00e4tzlich aus. Trotz eines gestiegenen Sicherheitsbed\u00fcrfnisses sind sie bereit, gezielt ihr Geld f\u00fcr Produkte und Erlebnisse auszugeben, die sie als pers\u00f6nlich relevant wahrnehmen. <sup>[7]<\/sup><\/p>\n<p>Auch physischer Retail bleibt relevant: In einer US-amerikanischen Untersuchung geben 57 % der befragten Gen Z an, Shopping in Gesch\u00e4ften als Erlebnis zu empfinden. <sup>[8] <\/sup>Parallel dazu vertrauen 55 % der deutschen Gen Z Marken mit aktiver<br \/>\nSocial-Media-Pr\u00e4senz. <sup>[6]<\/sup><\/p>\n<p>&nbsp;<\/p>\n<h6><em><span style=\"color: #999999;\"><strong>[5] <\/strong>Vgl. Visa: \u201eGen Z und Finanzen: Wie junge Erwachsene sparen und investieren.\u201c, 2025, online verf\u00fcgbar unter: <a style=\"color: #999999;\" href=\"https:\/\/www.visa.de\/visa-everywhere\/blog\/bdp\/2025\/10\/13\/gen-z-und-1760367020433.html\">Visa<\/a> (abgerufen am 03.09.2026).<\/span><\/em><\/h6>\n<h6><em><span style=\"color: #999999;\"><strong>[6] <\/strong>Vgl.<\/span><\/em> <em><span style=\"color: #999999;\">Mintel: \u201eLebensweisen der Generation Z 2026 \u2013 Deutschland, 2026\u201c, online verf\u00fcgbar unter: <a style=\"color: #999999;\" href=\"https:\/\/clients.mintel.com\/download\/brochure\/lifestyles-of-generation-z-germany-2026\">Mintel<\/a> (abgerufen 03.09.2026).<\/span><\/em><\/h6>\n<h6><em><span style=\"color: #999999;\"><strong>[7] <\/strong>Vgl. <\/span><\/em><em><span style=\"color: #999999;\">McKinsey &amp; Company: \u201eState of the Consumer 2025: When disruption becomes permanent\u201d, 2025, online verf\u00fcgbar unter: <a style=\"color: #999999;\" href=\"https:\/\/www.mckinsey.com\/industries\/consumer-packaged-goods\/our-insights\/state-of-consumer-2025\">McKinsey&amp;Company<\/a> (abgerufen am 03.09.2026).<\/span><\/em><\/h6>\n<h6><em><span style=\"color: #999999;\"><a style=\"color: #999999;\" href=\"#_ftnref1\" name=\"_ftn1\"><\/a><\/span><\/em><\/h6>\n<h6><em><span style=\"color: #999999;\"><strong>[8] <\/strong><\/span><\/em><em><span style=\"color: #999999;\">Vgl. <\/span><\/em><em><span style=\"color: #999999;\">McKinsey &amp; Company: \u201eState of the Consumer 2025: When disruption becomes permanent\u201d, 2025, online verf\u00fcgbar unter: <a style=\"color: #999999;\" href=\"https:\/\/www.mckinsey.com\/industries\/consumer-packaged-goods\/our-insights\/state-of-consumer-2025\">McKinsey&amp;Company<\/a> (abgerufen am 03.09.2026).<\/span><\/em><em><span style=\"color: #999999;\"><a style=\"color: #999999;\" href=\"#_ftnref1\" name=\"_ftn1\"><\/a><\/span><\/em><\/h6>\n<h6><em><span style=\"color: #999999;\"><a style=\"color: #999999;\" href=\"#_ftnref1\" name=\"_ftn1\"><\/a><\/span><\/em><\/h6>\n<h6><em><span style=\"color: #999999;\"><a style=\"color: #999999;\" href=\"#_ftnref1\" name=\"_ftn1\"><\/a><\/span><\/em><\/h6>\n<h6><em><span style=\"color: #999999;\"><a style=\"color: #999999;\" href=\"#_ftnref1\" name=\"_ftn1\"><\/a><\/span><\/em><\/h6>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n    <section class=\"latest-works\" id=\"block_number_10\" >\n        <div class=\"container gallery-7\">\n            <div class=\"gallery gallery--layout-7\">\n                                    <div class=\"work\" data-aos=\"fade-up\">\n                        <div class=\"work-image\">\n                            <img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"1500\" src=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_06-1.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_06-1.jpg 1200w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_06-1-240x300.jpg 240w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_06-1-819x1024.jpg 819w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_06-1-768x960.jpg 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/>                        <\/div>\n                    <\/div>\n                                    <div class=\"work\" data-aos=\"fade-up\">\n                        <div class=\"work-image\">\n                            <img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"1500\" src=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_07-1.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_07-1.jpg 1200w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_07-1-240x300.jpg 240w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_07-1-819x1024.jpg 819w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_07-1-768x960.jpg 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/>                        <\/div>\n                    <\/div>\n                            <\/div>\n        <\/div>\n    <\/section>\n\n\n<style>\n    #block_number_11 img {\n        display: block;\n        width: 100%;\n        max-width: 100%;\n        height: auto;\n        object-fit: cover;\n    }\n\n    #block_number_11 .container {\n        padding-top: 0;\n    }\n<\/style>\n\n<section class=\"single-image-grid\" id=\"block_number_11\">\n    <div class=\"container\">\n        <img decoding=\"async\" src=\"\">\n    <\/div>\n<\/section>\n\n<section class=\"citation citation_fixend\"  id=\"block_number_12\" style=\"background-color: #FFFFFF;\">\n    <div class=\"container thin\">\n        <blockquote>\n            <p style=\"text-align: center\">\u00bb Vom Point of Sale zum Point of Experience.\u00a0\u00ab<\/p>\n        <\/blockquote>\n    <\/div>\n<\/section>\n\n\n\n<style>\n    \n    \n    <\/style>\n\n<section class=\"info thin_text \"  id=\"block_number_13\">\n    \n    <div\n        class=\"bg-overlay\"\n            ><\/div>\n\n\t<div class=\"container\"\n\t\t \t\t >\n\t\t\t\t\t<div class=\"title\">\n\t\t\t\tWieso Marken sich an Gen Z anpassen m\u00fcssen\t\t\t<\/div>\n\t\t\t\t<div class=\"content\">\n\t\t\t<p>Aus diesem Kaufverhalten ergeben sich neue Anforderungen an Marken und ihre physischen Touchpoints. Neben dem reinen Verkauf von Produkten gewinnt die Frage an Bedeutung, welchen zus\u00e4tzlichen Mehrwert ein Store bieten kann. Eine m\u00f6gliche Antwort bieten sogenannte Third Places.<\/p>\n<p>Das auf den Soziologen Ray Oldenburg zur\u00fcckgehende Konzept beschreibt informelle Orte au\u00dferhalb von Zuhause und Arbeitsplatz, an denen Menschen zusammenkommen und soziale Kontakte entstehen k\u00f6nnen. <sup>[9]<\/sup><\/p>\n<p>In seiner klassischen Definition ist der <em>Third Place<\/em> dabei nicht prim\u00e4r kommerziell gepr\u00e4gt. Im Retail wird das Prinzip deshalb neu interpretiert: Stores werden um Angebote erg\u00e4nzt, die \u00fcber den reinen Einkauf hinausgehen und Raum f\u00fcr Aufenthalt, Begegnung und Community schaffen. Fashion Brands integrieren daf\u00fcr beispielsweise Caf\u00e9-Theken, B\u00fccherregale oder Sitzm\u00f6glichkeiten. <sup>[10]<\/sup><\/p>\n<p>&nbsp;<\/p>\n<h6><em><span style=\"color: #999999;\"><strong>[9] <\/strong>Vgl. Oldenburg, Ray; Christensen, Karen: \u201eThird places, true citizen spaces\u201d, in: The UNESCO Courier, 22.03.2023, online verf\u00fcgbar unter: <a style=\"color: #999999;\" href=\"https:\/\/courier.unesco.org\/en\/articles\/third-places-true-citizen-spaces\">UNESCO<\/a> (abgerufen am 03.09.2026).<\/span><\/em><\/h6>\n<h6><em><span style=\"color: #999999;\"><strong>[10] <\/strong>Vgl. Raj, Maheshwari: \u201eWhy Fashion Brands Are Opening Caf\u00e9s and Bookspaces Inside Their Stores\u201d, in: Curation Edit, 30.01.2026, online verf\u00fcgbar unter: <a style=\"color: #999999;\" href=\"https:\/\/www.curationedit.com\/post\/why-fashion-brands-are-opening-caf%C3%A9s-and-bookspaces-inside-their-stores\">Curation Edit<\/a> (abgerufen am 03.09.2026).<\/span><\/em><\/h6>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n    <section class=\"latest-works\" id=\"block_number_14\" >\n        <div class=\"container gallery-7\">\n            <div class=\"gallery gallery--layout-7\">\n                                    <div class=\"work\" data-aos=\"fade-up\">\n                        <div class=\"work-image\">\n                            <img loading=\"lazy\" decoding=\"async\" width=\"736\" height=\"920\" src=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_08-1.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_08-1.jpg 736w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_08-1-240x300.jpg 240w\" sizes=\"auto, (max-width: 736px) 100vw, 736px\" \/>                        <\/div>\n                    <\/div>\n                                    <div class=\"work\" data-aos=\"fade-up\">\n                        <div class=\"work-image\">\n                            <img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"1125\" src=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_09-1.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_09-1.jpg 900w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_09-1-240x300.jpg 240w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_09-1-819x1024.jpg 819w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_09-1-768x960.jpg 768w\" sizes=\"auto, (max-width: 900px) 100vw, 900px\" \/>                        <\/div>\n                    <\/div>\n                            <\/div>\n        <\/div>\n    <\/section>\n\n\n<section class=\"citation citation_fixend\"  id=\"block_number_15\" style=\"background-color: #FFFFFF;\">\n    <div class=\"container thin\">\n        <blockquote>\n            <p style=\"text-align: center\">\u00bb Hospitality schafft neue Gr\u00fcnde, einer Marke zu begegnen. \u00ab<\/p>\n        <\/blockquote>\n    <\/div>\n<\/section>\n\n\n\n<style>\n    \n    \n    <\/style>\n\n<section class=\"info thin_text \"  id=\"block_number_16\">\n    \n    <div\n        class=\"bg-overlay\"\n            ><\/div>\n\n\t<div class=\"container\"\n\t\t \t\t >\n\t\t\t\t\t<div class=\"title\">\n\t\t\t\tThird Places in der Praxis: Ralph\u2019s Coffee\t\t\t<\/div>\n\t\t\t\t<div class=\"content\">\n\t\t\t<p>Mit <em>Ralph\u2019s Coffee<\/em> erweitert Ralph Lauren seine Markenwelt um ein eigenes Caf\u00e9-Konzept, das \u00fcber den klassischen Retail hinausgeht. Das gastronomische Angebot schafft einen zus\u00e4tzlichen, vergleichsweise zug\u00e4nglichen Kontaktpunkt zur Marke und integriert den Bereich Gastronomie in ein physisches Markenerlebnis. <sup>[11]<\/sup><\/p>\n<p>Das Beispiel zeigt jedoch nur eine m\u00f6gliche Interpretation von Third-Place-Prinzipien im Retail. Wie unterschiedlich Marken solche zus\u00e4tzliche Aufenthalts- und Experience-Angebote in ihre physischen R\u00e4ume integrieren k\u00f6nnen, zeigt der internationale Vergleich.<\/p>\n<p>&nbsp;<\/p>\n<h6><span style=\"color: #999999;\"><em>[11] Vgl.<\/em> <em>CBRE: \u201eFood &amp; Beverage Tomorrow: Why are luxe brands embracing food and drink concepts?\u201d, 04.12.2023, online verf\u00fcgbar unter: <a style=\"color: #999999;\" href=\"https:\/\/www.cbre.com\/insights\/articles\/food-and-beverage-tomorrow-why-are-luxe-brands-embracing-food-and-drink-concepts\">\u00a0CBRE<\/a> (abgerufen am 03.09.2026).<\/em><\/span><\/h6>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n    <section class=\"latest-works\" id=\"block_number_17\" >\n        <div class=\"container gallery-7\">\n            <div class=\"gallery gallery--layout-7\">\n                                    <div class=\"work\" data-aos=\"fade-up\">\n                        <div class=\"work-image\">\n                            <img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"1500\" src=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_10-1.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_10-1.jpg 1200w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_10-1-240x300.jpg 240w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_10-1-819x1024.jpg 819w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_10-1-768x960.jpg 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/>                        <\/div>\n                    <\/div>\n                                    <div class=\"work\" data-aos=\"fade-up\">\n                        <div class=\"work-image\">\n                            <img loading=\"lazy\" decoding=\"async\" width=\"684\" height=\"855\" src=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_11-1.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_11-1.jpg 684w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_11-1-240x300.jpg 240w\" sizes=\"auto, (max-width: 684px) 100vw, 684px\" \/>                        <\/div>\n                    <\/div>\n                            <\/div>\n        <\/div>\n    <\/section>\n\n\n<section class=\"citation citation_fixend\"  id=\"block_number_18\" style=\"background-color: #FFFFFF;\">\n    <div class=\"container thin\">\n        <blockquote>\n            <p style=\"text-align: center\">\u00bb Third-Place-Prinzipien lassen sich unterschiedlich in Retail \u00fcbersetzen. \u00ab<\/p>\n        <\/blockquote>\n    <\/div>\n<\/section>\n\n\n\n<style>\n    \n    \n    <\/style>\n\n<section class=\"info thin_text \"  id=\"block_number_19\">\n    \n    <div\n        class=\"bg-overlay\"\n            ><\/div>\n\n\t<div class=\"container\"\n\t\t \t\t >\n\t\t\t\t\t<div class=\"title\">\n\t\t\t\tEine andere Interpretation: HAUS DOSAN in Seoul\t\t\t<\/div>\n\t\t\t\t<div class=\"content\">\n\t\t\t<p>Third-Place-Prinzipien folgen keinem festen Konzept. W\u00e4hrend Ralph Lauren mit Ralph\u2019s Coffee einen Hospitality-Touchpoint schafft, zeigt HAUS DOSAN, wie Retail, Gastronomie und r\u00e4umliche Inszenierung innerhalb eines \u00fcbergeordneten Konzepts zusammenspielen k\u00f6nnen.<\/p>\n<p>Das HAUS DOSAN in Seoul zeigt, wie weit diese Verbindung gehen kann. Das von Gentle Monster initiierte <em>Future Retail<\/em>-Konzept vereint die Eyewear-Marke <em>Gentle Monster<\/em>, die Kosmetikmarke <em>Tamburins<\/em> und die Dessertmarke <em>NUDAKE <\/em>innerhalb einer gemeinsamen Experience. <sup>[12] <\/sup>Bei NUDAKE werden von Kunst und Fashion inspirierte Desserts wie Kunstwerke inszeniert. Gastronomie wird damit selbst zum Bestandteil der r\u00e4umlichen Experience. <sup>[13]<\/sup><\/p>\n<p>So greifen Retail, Gastronomie, Produkt und r\u00e4umliche Inszenierung innerhalb eines \u00fcbergeordneten Konzepts ineinander.<\/p>\n<p>&nbsp;<\/p>\n<h6><cite><span style=\"color: #999999;\"><em>[12] Vgl.<\/em><em> Gentle Monster: \u201eHAUS DOSAN\u201c, online verf\u00fcgbar unter: <a style=\"color: #999999;\" href=\"https:\/\/www.gentlemonster.com\/legacy\/story\/en\/haus-dosan.html\">Gentle Monster<\/a> (abgerufen am 03.09.2026).<\/em><\/span><\/cite><\/h6>\n<h6><cite><span style=\"color: #999999;\"><em>[13] Vgl. <\/em>Gangnam-gu: \u201eNudake Haus Dosan \u2013 Sweetness Between Art and Gourmet\u201d, online verf\u00fcgbar unter: <a style=\"color: #999999;\" href=\"https:\/\/www.visitgangnam.net\/en\/places\/nudake-haus-dosan-sweetness-between-art-and-gourmet\">Visit Gangnam<\/a> (abgerufen am 03.09.2026).<\/span><\/cite><\/h6>\n<p>&nbsp;<\/p>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n<section\n    class=\"bg_image\"\n            style=\"background-image:url(https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_12-1.png)\"\n         data-aos=\"fade-up\"\n    >\n    <\/section>\n\n\n    <section class=\"latest-works\" id=\"block_number_21\" >\n        <div class=\"container gallery-7\">\n            <div class=\"gallery gallery--layout-7\">\n                                    <div class=\"work\" data-aos=\"fade-up\">\n                        <div class=\"work-image\">\n                            <img loading=\"lazy\" decoding=\"async\" width=\"736\" height=\"920\" src=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_13-1.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_13-1.jpg 736w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_13-1-240x300.jpg 240w\" sizes=\"auto, (max-width: 736px) 100vw, 736px\" \/>                        <\/div>\n                    <\/div>\n                                    <div class=\"work\" data-aos=\"fade-up\">\n                        <div class=\"work-image\">\n                            <img loading=\"lazy\" decoding=\"async\" width=\"564\" height=\"705\" src=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_14-1.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_14-1.jpg 564w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_14-1-240x300.jpg 240w\" sizes=\"auto, (max-width: 564px) 100vw, 564px\" \/>                        <\/div>\n                    <\/div>\n                            <\/div>\n        <\/div>\n    <\/section>\n\n\n<section class=\"citation citation_fixend\"  id=\"block_number_22\" style=\"background-color: #FFFFFF;\">\n    <div class=\"container thin\">\n        <blockquote>\n            <p style=\"text-align: center\">\u00bb Luxus beginnt nicht immer mit dem Luxusprodukt. \u00ab<\/p>\n        <\/blockquote>\n    <\/div>\n<\/section>\n\n\n\n<style>\n    \n    \n    <\/style>\n\n<section class=\"info thin_text \"  id=\"block_number_23\">\n    \n    <div\n        class=\"bg-overlay\"\n            ><\/div>\n\n\t<div class=\"container\"\n\t\t \t\t >\n\t\t\t\t\t<div class=\"title\">\n\t\t\t\tThird Places als Zugang zu Luxury Brands\t\t\t<\/div>\n\t\t\t\t<div class=\"content\">\n\t\t\t<p>Third-Place-Prinzipien k\u00f6nnen Marken dabei neue M\u00f6glichkeiten er\u00f6ffnen, zug\u00e4ngliche physische Kontaktpunkte zu schaffen. Ralph\u2019s Coffee zeigt beispielsweise, wie insbesondere j\u00fcngere Konsumenten \u00fcber ein zug\u00e4ngliches gastronomisches Angebot physisch mit einer Marke in Kontakt kommen k\u00f6nnen. <sup>[11] <\/sup><\/p>\n<p>Gerade Caf\u00e9s k\u00f6nnen dabei einen relevanten Kontaktpunkt f\u00fcr die Gen Z darstellen. Eine Untersuchung zum Caf\u00e9-Nutzungsverhalten der Gen Z zeigt, dass Caf\u00e9besuche \u00fcber den reinen Konsum hinausgehen und auch mit sozialer Interaktion und Lifestyle verbunden sind. <sup>[14]\u00a0<\/sup><\/p>\n<p>Solche zus\u00e4tzlichen Kontaktpunkte k\u00f6nnen vor allem f\u00fcr Luxury Brands relevant sein, da auch Kunden mit geringeren Ausgaben im Luxussegment Interesse an zus\u00e4tzlichen Markenerlebnissen zeigen. <sup>[15] <\/sup>Bei den sogenannten <em>Aspirational Luxury Clients<\/em> geben 75 % an, wahrscheinlich erneut bei einer Marke zu kaufen, die ihnen kostenlose Experiences bietet. 73 % w\u00e4ren zudem bereit, f\u00fcr den Zugang zu exklusiven Luxury Events zu bezahlen. <sup>[16]<\/sup><\/p>\n<p>Ralph Lauren schafft damit unterschiedliche Zugangspunkte zu seiner Markenwelt: vom Caf\u00e9besuch \u00fcber Merchandise bis hin zum klassischen Fashion-Angebot. <sup>[17]<\/sup><\/p>\n<p>&nbsp;<\/p>\n<h6><cite><span style=\"color: #999999;\"><em>[14] Vgl. <\/em>Agustiarmaputri, S. (2025): Aesthetics, simulacra, and lifestyle consumption: A social practice in the representational space of \u2018Ada Apa Dengan Kopi\u2019 caf\u00e9 on gen-Z. In: Jurnal Sosiologi Dialektika, 20(2), S.173-185. DOI: 10.20473\/jsd.v20i2.2025.173-185.<\/span><\/cite><\/h6>\n<h6><cite><span style=\"color: #999999;\"><em>[15] Vgl. <\/em>EY: Luxury Client Index 2025, 2025, online verf\u00fcgbar unter: <a style=\"color: #999999;\" href=\"https:\/\/www.ey.com\/content\/dam\/ey-unified-site\/ey-com\/pt-pt\/services\/strategy\/documents\/ey-luxury-client-index-2025.pdf\">EY<\/a> (abgerufen am 03.09.2026).<\/span><\/cite><\/h6>\n<h6><cite><span style=\"color: #999999;\"><em>[16] Vgl. <\/em>EY: Luxury Client Index 2026, 2026, online verf\u00fcgbar unter: <a style=\"color: #999999;\" href=\"https:\/\/www.ey.com\/content\/dam\/ey-unified-site\/ey-com\/en-gl\/industries\/consumer-products\/documents\/ey-luxury-client-index-06-2026.pdf\">EY<\/a> (abgerufen am 03.09.2026).<\/span><\/cite><\/h6>\n<h6><cite><span style=\"color: #999999;\"><em>[17] Vgl. <\/em>Ralph Lauren: \u201eRalph\u2019s Coffee\u201c, online verf\u00fcgbar unter: <a style=\"color: #999999;\" href=\"https:\/\/www.ralphlauren.de\/de\/home\/ralphs-coffee\/501024\/r\/tote\">Ralph Lauren<\/a> (abgerufen am 03.09.2026).<\/span><\/cite><\/h6>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n    <section class=\"latest-works\" id=\"block_number_24\" >\n        <div class=\"container gallery-7\">\n            <div class=\"gallery gallery--layout-7\">\n                                    <div class=\"work\" data-aos=\"fade-up\">\n                        <div class=\"work-image\">\n                            <img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"1500\" src=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_15-1.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_15-1.jpg 1200w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_15-1-240x300.jpg 240w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_15-1-819x1024.jpg 819w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_15-1-768x960.jpg 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/>                        <\/div>\n                    <\/div>\n                                    <div class=\"work\" data-aos=\"fade-up\">\n                        <div class=\"work-image\">\n                            <img loading=\"lazy\" decoding=\"async\" width=\"966\" height=\"1208\" src=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_16-1.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_16-1.jpg 966w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_16-1-240x300.jpg 240w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_16-1-819x1024.jpg 819w, https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_16-1-768x960.jpg 768w\" sizes=\"auto, (max-width: 966px) 100vw, 966px\" \/>                        <\/div>\n                    <\/div>\n                            <\/div>\n        <\/div>\n    <\/section>\n\n\n<section class=\"citation citation_fixend\"  id=\"block_number_25\" style=\"background-color: #FFFFFF;\">\n    <div class=\"container thin\">\n        <blockquote>\n            <p style=\"text-align: center\">\u00bb Der Wert einer Retailfl\u00e4che l\u00e4sst sich nicht allein am Umsatz messen. \u00ab<\/p>\n        <\/blockquote>\n    <\/div>\n<\/section>\n\n\n\n<style>\n    \n    \n    <\/style>\n\n<section class=\"info thin_text \"  id=\"block_number_26\">\n    \n    <div\n        class=\"bg-overlay\"\n            ><\/div>\n\n\t<div class=\"container\"\n\t\t \t\t >\n\t\t\t\t\t<div class=\"title\">\n\t\t\t\tDer Wert von Fl\u00e4che \u00fcber den Umsatz hinaus\t\t\t<\/div>\n\t\t\t\t<div class=\"content\">\n\t\t\t<p>F\u00fcr Marken stellt sich weniger die Frage, ob sie einen <em>Third Place<\/em> ben\u00f6tigen, sondern welchen Mehrwert ihre physischen Touchpoints bieten k\u00f6nnen. Entscheidend ist, dass dieser zu den Bed\u00fcrfnissen der Zielgruppe und der Identit\u00e4t der Marke passt. Neben dem unmittelbaren Umsatz gewinnt damit auch die Experience auf der Fl\u00e4che an Bedeutung.<\/p>\n<p>Physische R\u00e4ume k\u00f6nnen dabei Begegnung und Community f\u00f6rdern. Gemeinsame Erlebnisse und Interaktionen k\u00f6nnen Brand Communities und die Beziehung zur Marke st\u00e4rken. <sup>[18] <\/sup>Gleichzeitig beeinflusst die Gestaltung des Raums selbst die Experience: Multisensorische Elemente wie Material, Licht oder Akustik k\u00f6nnen sich unter anderem auf das Verhalten und die Aufenthaltsdauer von Konsumenten auswirken. <sup>[19] <\/sup>Auch digitale und physische Touchpoints greifen dabei ineinander. Ein entsprechend gestaltetes Umfeld kann Consumer Generated Content anregen und damit zus\u00e4tzliche Markenkommunikation ausl\u00f6sen. <sup>[20]<\/sup><\/p>\n<p>F\u00fcr Marken geht es deshalb nicht darum, bestehende Third-Places-Konzepte zu kopieren, sondern relevante, markenspezifische Erlebnisse zu schaffen.<\/p>\n<p>&nbsp;<\/p>\n<h6><span style=\"color: #999999;\"><cite><em>[18] Vgl. <\/em>Stokburger-Sauer, Nicola (2010): \u201eBrand community: Drivers and outcomes\u201d, in: Psychology &amp; Marketing, 27(4), S. 347-368. DOI: 10.1002\/mar.20335. <a style=\"color: #999999;\" href=\"https:\/\/onlinelibrary.wiley.com\/doi\/abs\/10.1002\/mar.20335\">Zum Artikel bei Wiley<\/a>.<\/cite><\/span><\/h6>\n<h6><span style=\"color: #999999;\"><cite><em>[19] Vgl. <\/em>Helmefalk, Miralem; Hult\u00e9n, Bertil (2017): \u201eMulti-sensory congruent cues in designing retail store atmosphere: Effects on shoppers\u2019 emotions and purchase behavior\u201d, in: Journal of Retailing and Consumer Services, 38, S.1\u201311. DOI: 10.1016\/j.jretconser.2017.04.007.<\/cite><\/span><\/h6>\n<h6><span style=\"color: #999999;\"><cite><em>[20] Vgl. <\/em>Campbell et al. (2022): \u201eThat\u2019s So Instagrammable! Understanding How Environments Generate Indirect Advertising by Cueing Consumer-Generated Content\u201d, in: Journal of Advertising, 51(4), S. 411\u2013429. <a style=\"color: #999999;\" href=\"https:\/\/www.tandfonline.com\/doi\/full\/10.1080\/00913367.2022.2053901\">Zum Artikel<\/a>.<\/cite><\/span><\/h6>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n<section\n    class=\"bg_image\"\n            style=\"background-image:url(https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_17-1.jpg)\"\n         data-aos=\"fade-up\"\n    >\n    <\/section>\n\n\n<section class=\"citation citation_fixend\"  id=\"block_number_28\" style=\"background-color: #FFFFFF;\">\n    <div class=\"container thin\">\n        <blockquote>\n            <p style=\"text-align: center\">\u00bb Die richtige Experience beginnt nicht mit einem Format, sondern mit Relevanz. \u00ab<\/p>\n        <\/blockquote>\n    <\/div>\n<\/section>\n\n\n\n<style>\n    \n    \n    <\/style>\n\n<section class=\"info thin_text \"  id=\"block_number_29\">\n    \n    <div\n        class=\"bg-overlay\"\n            ><\/div>\n\n\t<div class=\"container\"\n\t\t \t\t >\n\t\t\t\t\t<div class=\"title\">\n\t\t\t\tVon der Strategie zum physischen Markenerlebnis\t\t\t<\/div>\n\t\t\t\t<div class=\"content\">\n\t\t\t<p>Das ver\u00e4nderte Kauf- und Nutzungsverhalten der Gen Z stellt Brands vor die Aufgabe, ihre physischen Touchpoints neu zu denken. Dabei geht es weniger darum, bestehende Third-Place-Konzept zu \u00fcbernehmen, als herauszufinden, welche Form der physischen Experience f\u00fcr die eigene Zielgruppe und Markenidentit\u00e4t relevant ist.<\/p>\n<p>Daraus k\u00f6nnen ganz unterschiedliche Ans\u00e4tze entstehen \u2013 von Pop-ups und Activations \u00fcber Community- und Hospitality-Formate bis zu Brand Spaces. Durch Gestaltung, Materialit\u00e4t, Licht, Kommunikation und multisensorische Elemente werden die strategischen Ideen in eine einheitliche r\u00e4umliche Experience \u00fcbersetzt.<\/p>\n<p>Damit aus einer Idee ein funktionierendes physisches Markenerlebnis wird, m\u00fcssen auch technische, produktionelle und logistische Anforderungen von Beginn an mitgedacht werden. So k\u00f6nnen Experiences entstehen, die nicht nur konzeptionell zur Marke passen, sondern auch tempor\u00e4r aktiviert, dauerhaft umgesetzt oder auf unterschiedliche Standorte \u00fcbertragen werden k\u00f6nnen.<\/p>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n<section class=\"share_buttons\"  id=\"block_number_30\">\n    <dvi class=\"container\">\n\n        <div class=\"share-buttons-block text-center\">\n            <a class=\"btn btn-outline-dark share_button\" href=\"#\">\n                Share            <\/a>\n                    <\/div>\n\n    <\/dvi>\n<\/section>\n\n<div class=\"popup_bg popup_share_bg\">\n    <div class=\"popup popup_fix16\">\n        <div class=\"close_popup_button close_page_button_\" style=\"position: absolute;top: 25px !important;right: 25px; \">\n            <a href=\"#\"><i class=\"icon-black_close_button_\"\n              style=\"display: block; background-image: url(\/wp-content\/themes\/understrap-dfrost\/assets\/img\/white_close_button.png); width: 29px;\n              height: 29px;background-repeat: no-repeat;background-position: center;background-size: contain;\"><\/i><\/a>\n        <\/div>\n        <div class=\"popup_title\">Think stories not stores<\/div>\n        <div class=\"social_links\">\n            <a target=\"_blank\" href=\"https:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https:\/\/www.dfrost.com\/de\/stories\/blog-was-physischen-retail-fur-gen-z-relevant-macht\/&#038;title=Was physischen Retail relevant macht&#038;source=https:\/\/www.dfrost.com\/de\/\">Linkedin<\/a>\n            <a target=\"_blank\" href=\"https:\/\/www.xing.com\/spi\/shares\/new?url=https:\/\/www.dfrost.com\/de\/stories\/blog-was-physischen-retail-fur-gen-z-relevant-macht\/\">Xing<\/a>\n            <a target=\"_blank\" href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.dfrost.com\/de\/stories\/blog-was-physischen-retail-fur-gen-z-relevant-macht\/&#038;t=Was physischen Retail relevant macht\">Facebook<\/a>\n            <a target=\"_blank\" href=\"http:\/\/pinterest.com\/pin\/create\/button\/?url=https:\/\/www.dfrost.com\/de\/stories\/blog-was-physischen-retail-fur-gen-z-relevant-macht\/&#038;media=https:\/\/www.dfrost.com\/wp-content\/uploads\/2026\/09\/DFROST_Expertise_Blog_Third_Places_01-1.png\">Pinterest<\/a>\n            <a target=\"_blank\" href=\"mailto:?subject=Was physischen Retail relevant macht&#038;body=https:\/\/www.dfrost.com\/de\/stories\/blog-was-physischen-retail-fur-gen-z-relevant-macht\/\">E-mail<\/a>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n\n<section class=\"contact-us\" id=\"block_number_31\">\n    <div class=\"container container_fix15\">\n        <h2 class=\"heading\">\n\t\t\t <!--  class=\"toAnimate line line-1\"-->\n            <span class=\"line line-1\">\n                Do you fit in our team?            <\/span>\n            <span class=\"toAnimate line line-2\">\n                Let&#8217;s get in touch.            <\/span>\n        <\/h2>\n        <div class=\"buttons\">\n                        <a class=\"btn btn-outline-secondary aos-animate\" href=\"tel:+49 711 664817-100\" data-aos=\"_fade-right\" data-aos-delay=\"200\">\n                +49 711 664817-100            <\/a>\n                                    <a class=\"btn btn-outline-secondary aos-animate\" href=\"mailto:career@dfrost.com\" data-aos=\"_fade-right\" data-aos-delay=\"200\">\n                career@dfrost.com            <\/a>\n                    <\/div>\n    <\/div>\n\n    <style>\n                #block_number_31{\n            background-image:url(https:\/\/www.dfrost.com\/wp-content\/uploads\/2023\/03\/Dfrost_Team_1080x1920px-3.jpg);\n        }\n        \n        @media (min-width: 768px) {\n            #block_number_31{\n                background-image:url(https:\/\/www.dfrost.com\/wp-content\/uploads\/2023\/03\/Dfrost_Team_01-3.jpg);\n            }\n        }\n    <\/style>\n\n<\/section>\n\n<div class=\"scrolltop\" id=\"block_number_32\">\n    <a href=\"#page\" class=\"scroll-link\">\n        <i class=\"icon-arrow-up-circle\"><\/i>\n        Top    <\/a>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Gen Z ver\u00e4ndert die Rolle des physischen Retails. Der Beitrag zeigt, wie Third-Place-Prinzipien, Community und Experience neue Zug\u00e4nge zu Marken schaffen.<\/p>\n","protected":false},"author":24,"featured_media":18825,"template":"","class_list":["post-18703","stories","type-stories","status-publish","has-post-thumbnail","hentry","story_cat-expert-talk-de"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"Wie Gen Z den physischen Retail ver\u00e4ndert: Third Places, bewusster Konsum, Community und neue Markenerlebnisse jenseits des Verkaufs.\" \/>\n\t<meta name=\"robots\" content=\"max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n\t<meta name=\"author\" content=\"Prakti Corpcom\"\/>\n\t<meta name=\"p:domain_verify\" content=\"708891c1c78fbe361ff867081ec2f606\" \/>\n\t<link rel=\"canonical\" href=\"https:\/\/www.dfrost.com\/de\/stories\/blog-was-physischen-retail-fur-gen-z-relevant-macht\/\" \/>\n\t<meta name=\"generator\" 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