6 September 2019

ASM Group and ECE present the latest store concept “It’s All About Stories” in Limbecker Platz Essen, Germany

The most innovative retail concept offers an open door and a fast track to key shopper insights on the German market

– 540 square meters area to offer a multi touch point, immersive brand experience

– Highest flexibility for the partners’ brands with short-term commitment

– Part of ASM Group International Sales Platform


Essen, Germany, September 6, 2019 – From the collaboration between the pop-up specialist Pop Up My Brand (PUMB), an ASM Group Europe company, and ECE, the European leading shopping center operator, It’s All About Stories’ was launched for the first time in Essen, Germany, on September 5th.

‘It’s All About Stories’ is the latest versatile combination of pop-up store, concept store and event location designed to maximize partners’ brand experience through an engaging and immersive approach. The concept was developed jointly by ECE and PUMB, while the implementation and on-going management is led by PUMB.

Adam Stańczak, founder and CEO of the ASM Group, said: “As part of the ASM Group Europe International Sales Platform, ‘It’s All About Stories’ provides our clients’ brands with a fully integrated solution to boost sales and penetrate a new market in an impactful, efficient and flexible way”.

“With this pop-up format, we bring a new concept with a strong experiential component into Limbecker Platz center, contributing to our goal to offer customers a real shopping experience,” said Steffen Eric Friedlein, ECE-Leasing Managing Director. “The concept offers customers a curated and continuously updated selection of products that they can try, touch and enjoy, as in no other space within the center.”


 ‘It’s All About Stories’ theme will change every two months. Partners can showcase their products within a flexible space, for a limited time span and short-term commitment. The space can be booked in exclusivity or shared with complementary vendors.

The multifunctional and modular design of the 540 square meters area allows the tailor-made integration of the partners’ products and offers a diverse range of touch points: while the Experience Area offers the opportunity for workshops and direct product interaction, the Stage can be used for presentations and events. The Coffee Bar, Lounge and Coworking areas welcome visitors to relax and potentially try the products, as they can do in the Touch and Try area, while the store also offers a B2B conference room for business meetings.



PUMB offers a full-service, tailored package for each partner with a 360° marketing approach on- and off line.  

“We offer to the brands a simple and flexible platform that engage shoppers to experience the products in an interactive way” said PUMB Managing Director Christoph Edler. “Although we maximize the campaign through tailored digital marketing, we offer what digital shopping cannot do: engage the senses, offer products trials and bring the brands to life.”



‘It’s All About Stories’ opening theme is ‘It’s all about gadgets, baby!’, and focus on presentation of tech products from brands ranging from AEG, Ecovags Fitbit, Hama, Kito, Mark E, Sony and xounts (jukeboxes).  Upcoming ‘stories’ include topics such as family, comfortable home, outdoor, sports & fitness, holidays & travel and sustainable living.




ASM Group Media Relations

Marina Morsellino

Telefon: +41 79 5718966



ECE Projektmanagement – Spokesperson          

Lukas Nemela

Telefon: +49 (40) 60606-6898




About ASM Group Europe


ASM Group Europe helps companies and brands to increase their sales on the European market across all consumer touch points.

ASM Group Europe’s 650 colleagues provide around 1,800 clients with services including sales outsourcing, commerce and e-commerce, digital and field marketing, communications, brand experience, as well as international go-to-market strategic consulting, activation and distribution services.

ASM Group Europe’s sales experts, know-how, technology and network provide companies with the one-stop-shop solution to ‘sell more’ and penetrate new European markets – cost effectively and flexibly. We support clients to reach the shopper and maximize the process at every stage and channel of the consumer shopping journey, both on- and offline.  ASM Group Europe is powered by 9 leading brands: Vertikom Group, ASM SFA, Grey Matters, Gruppo Trade Service Largo Group, Trade S.p.A., Pop Up My Brand, VITAMIN E, Wunderknaben. ASM Group Europe is a part of ASM Group S.A., which is registered in Poland (NIP: 525-24-88-185) and listed on the Warsaw Stock Exchange (GPW).



About ECE

ECE develops and operates shopping centers and realizes large-scale real estate projects such as corporate headquarters, office and industrial buildings, logistics centers, hotels, and city districts. Managing 195 shopping centers (out of which approximately 40 in international markets as well as more than 50 retail parks which are operated by MEC Metro-ECE Centermanagement) and operating in eleven countries, ECE is a leading shopping center company in Europe. The assets operated by ECE on behalf of their owners have a current market value of €33 billion. Every day, approximately 4.2 million customers visit ECE managed centers which accommodate about 19,500 retail tenants on a total sales area of about seven million square meters, generating a total annual turnover of around €23 billion. In addition, ECE has realized more than one million square meters in office space, more than 1.3 million square meters in logistics space, and more than 3,100 hotel rooms. Furthermore, the company has completed or planned over 2,900 apartments. Founded by mail-order company pioneer Werner Otto (1909-2011) in 1965, ECE is still owned by the Otto family and managed by his son Alexander Otto, who has been holding the position of CEO since 2000. As a family-owned enterprise, ECE stands for long-standing partnerships, sustainable operations, an employee-focused work environment, and broad social commitment. More information on: www.ece.com


About Pop Up My Brand

Pop Up My Brand is Germany’s only full-service provider for pop-up stores and temporary retail solutions based in Cologne. With innovative and unique concepts, Pop Up My Brand offers exciting and efficient sales opportunities and guarantees attractive touch points at the POS. The Sales Unit also handles the entire commercial processing for foreign companies as Distributor & Retailer during the project period. Pop Up My Brand is part of the ASM Group Europe