{"id":91202,"date":"2026-06-05T12:15:49","date_gmt":"2026-06-05T10:15:49","guid":{"rendered":"https:\/\/ueberraum.co\/?p=91202"},"modified":"2026-06-09T11:11:52","modified_gmt":"2026-06-09T09:11:52","slug":"off-site-gucci-event","status":"publish","type":"post","link":"https:\/\/ueberraum.co\/en\/off-location-gucci-event\/","title":{"rendered":"Gucci at the Siemens Area Frankfurt: How an off-location became the place for an exclusive secret event"},"content":{"rendered":"
<\/p>\n

Gucci, the Siemens site, and a night that isn't announced.<\/b><\/p>\n

Some projects are best told as they happened: invited rather than announced, for the right people, without public fanfare.<\/p>\n

In 2018, Gucci approached us. The fashion house was touring five select cities worldwide with its \u201eGucci World of Electronic Music Tour\u201c \u2013 and for the Frankfurt stop, they weren't looking for a classic event venue. They were seeking a location that couldn't be Googled. A place with substance, with history, with the right raw feel.<\/p>\n

At that time, we were managing the Siemens site in Frankfurt as part of a cultural interim use project. An industrial site with a history, with halls that still smelled of work. Exactly right.<\/p>\n

 <\/p>\n

One night. 250 guests. Helena Hauff.<\/span><\/strong><\/p>\n

We organized everything: concept, implementation, production \u2013 and designed the evening to feel as if it had been stumbled upon by chance. 250 invited guests from all over the world, handpicked like the location itself.<\/span><\/p>\n

The musical heart of the event came from Hamburg: Helena Hauff, one of the most uncompromising techno DJs of her generation, played in a room that we specially repurposed for the occasion, even though it wasn't originally intended for that. That's precisely why it worked.<\/p>\n

The pictures say the rest.<\/p>\n

\n<\/div>

<\/span><\/div>\n