In the west of Munich, Freiham is emerging as the youngest district of the metropolitan region. This smart city model project sets new standards for modern urban spaces by combining living, working, and leisure. At its heart lies a multifunctional urban quarter that embodies the spirit of community—even in its name: ZAM. This construction project by Vonovia and the ROSA-ALSCHER Group brings together popular brands and essential daily shops under one roof.

Freiham is a growing district—and so is the ZAM urban quarter. A total of four buildings will invite visitors to browse, shop, and dine. The buildings will be completed in phases, and the stores will open gradually. Each opening must be effectively communicated and accompanied by a strong public presence and special promotions to continuously increase visitor numbers. Additionally, ZAM, as a vibrant urban hub, should generate interest in the new district, including its residential and work opportunities.

A strategic synergy of online and offline initiatives. With a comprehensive communication concept, distinguished by its striking orange for high brand recognition, we create a seamless connection between digital and traditional advertising. Regular social media activities on Facebook and Instagram ensure ongoing engagement, steadily increasing reach and follower numbers. Each store opening is further promoted through Google Display Ads and Meta Ads. At the same time, large-format billboards at strategic locations in the area enhance ZAM’s visibility. Special promotions and events—such as the simultaneous opening of multiple stores—further position ZAM as an attractive shopping and leisure destination for the whole family. The increasing visitor numbers confirm the success of our approach. With every new store opening, excitement among the target audience grows. Even before the official launch, we successfully establish ZAM as the new hotspot in the district.