The winner of First Store by ALEXA: Artcellation by SURD

The winning team of this years' First Store competition by Berlin Shoppingcenter ALEXA has been chosen, now the hard work is about to start! We are proud of our students Shaleen and Dana from Berlin. This year, the award-winning retail competition was reserved exclusively for students from United POP. Read more about it in the official press statement of the ALEXA below. 

The winners: Artcellation by SURD


"On 5th May, five finalists from a variety of disciplines presented their concepts in an online conference. The jury members went for "Shaleen & Dana" and their cultural project, Artcellation by SURD. The concept presented by the two students is based on the work of the SURD artist collective, which works with local and internationally recognised artists and has already made a name for itself in the art scene thanks to a range of artistic and musical events. Artcellation by SURD will celebrate the capital's legendary club culture, with the concept combining a range of art forms and aiming to revitalise shopping places. The planned store will be an interactive, multimedia exhibition space with integrated action and  interaction areas. It will provide a stage for live DJs, photographers, video artists, artists and authors, meaning that the concept fits perfectly with the young, trendy character of the ALEXA centre. The winning team will receive prize money of 10,000 Euro and will work closely with the First Store by ALEXA managers, the concept will now be finalised and brought to fruition for six weeks in the First Store Cube. The opening date is still to be determined."

Fotografía: © Alexander Levin

The girls are looking forward to finally start working on their project: 

"We’re thrilled to have won first place at First Store. We would like to thank ALEXA and Deutsche POP for this great opportunity! Culture meets shopping centre - and in the middle of Berlin. This is going to be a great experiment!"

And also the Jury is excited about the outcome. Bettina Quäschning, Head of Destination Development at Berlin Tourismus & Kongress GmbH:

"I am delighted that SURD won, because this unusual winning concept will allow the ALEXA centre to support the arts and culture scene that we are so sorely missing right now. Berlin thrives on its art, culture, clubs and crazy ideas and this draws visitors from all over the world."

Of course, you will read all updates about the concept and the project in our news; we can´t wait for the final results!