What: Freiburg’s Fashion & Food Festival boosted downtown foot traffic and retail engagement through collaborative city and retailer initiatives.

Why it is important: The festival’s success demonstrates how experiential events and extended hours can increase customer engagement and support downtown retail.

Freiburg’s Fashion & Food Festival transformed the city centre into a lively stage for fashion, food, and community engagement, drawing large crowds despite challenging weather. Organised by Gemeinsam Freiburg e.V. and the city’s economic and tourism agency, the event showcased the power of partnership between local government and retailers. Over two days, more than 40 fashion shows, culinary offerings, and interactive activities—from magic shows to guided tours—invigorated the city’s retail landscape. Breuninger, a key department store, played a prominent role with curated runway presentations, in-store entertainment, and extended opening hours, underscoring the importance of experiential retail in attracting visitors and increasing dwell time. The festival’s collaborative approach not only enhanced the city’s appeal but also demonstrated how coordinated efforts can drive foot traffic and energise local commerce. This model of partnership and event-driven engagement is increasingly vital for urban retail, as it fosters a sense of community and positions the city centre as a destination for both shopping and social experiences.

IADS Notes: Recent industry developments confirm the effectiveness of such collaborative and experiential strategies. In March 2025, US department stores were noted for abandoning downtown locations, but those investing in community engagement and mixed-use redevelopment are finding new relevance (The Robin Report, March 2025). Simon Property Group’s December 2024 results showed that experiential retail and local events significantly increased mall traffic (WWD, December 2024). Santa Monica’s March 2025 transformation into an entertainment hub (Los Angeles Times, March 2025), and Printemps’ focus on dwell time in New York (BoF, March 2025), further illustrate how experiential programming and extended hours can revitalise urban retail. Department stores that prioritise innovation and community-focused experiences, as highlighted in April 2025 (The Retail Bulletin, April 2025), continue to thrive in a changing retail landscape.

Breuninger’s Fashion & Food festival in Freiburg, a customer magnet