Saturn in Cologne set to become a major attraction for gaming, e-sports and social media fans

Ingolstadt/Cologne, 03.06.2020: A new mecca for gaming and e-sports enthusiasts is being built by Saturn in the heart of Cologne. Known as Xperion, it’s taking shape at Saturn’s original store on Hansaring (the company was founded in Cologne in 1961) and is thus continuing the amazing history of entertainment there. Saturn’s store in Cologne’s historical Hansa Tower will become a unique hotspot combining the on-trend themes of gaming, e-sports and social media into a huge, brand new world of entertainment. With Xperion set to be a massive crowd-puller in the greater Cologne area, this pioneering concept will underline and reinterpret Saturn’s brand core “Live and experience technology”. Reconstruction is already in full swing and Xperion is due to open this summer – naturally while observing all safety and hygiene procedures in connection with the coronavirus pandemic. A seven figure sum is being invested to remodel the store.

The Saturn store on Hansaring in Cologne was the cradle of the Saturn brand. This first store significantly shaped Saturn’s image with the “biggest record display in the world” and later as the “world’s largest entertainment store”. For many years it was a mecca for music and video fans, and even became the city’s biggest attraction after Cologne Cathedral! Building on this great heritage while continuing the pioneering role of its flagship store as an exciting destination with a new, unique concept, Saturn is now also raising the bar when it comes to experiencing tech by means of a unique combination of on-trend themes in the CE industry.

“With this cutting-edge concept, we’re clearly affirming our roots, including our location on Hansaring. This was the nucleus for a development that radically changed and revolutionized the market for entertainment offerings and consumer electronics in Germany. This is where the development began which led to Saturn and later MediaMarktSaturn writing a piece of retail history,” says Florian Gietl, CEO of MediaMarktSaturn Germany. “Our aim is to build on this tradition and develop the birthplace of Saturn into a unique world of experiential retail appealing to all gaming, e-sports and social media fans in the greater Cologne area and beyond. By doing so, we intend to strengthen Saturn’s brand positioning in a young, tech-loving target group and grow our brand loyalty.”

Immerse yourself virtual worlds, then chill out in the lounge

Construction work is still going full throttle. Xperion, Saturn’s new e-arena, will unite gaming, e-sports and social media in an unprecedented way under one roof. And when it opens in summer, visitors will be able to play, relax, and immerse themselves in virtual worlds on around 3,000 square metres on two floors. “Visitors can look forward to sensational experiences that are unparalleled in Germany,” says Sebastian Knaup, manager of the Saturn store on Hansaring and a key figure in the development of the new hotspot. “Thanks to our unique concept, we’re creating a new location in Cologne for all gamers and e-sports fans and enriching the city with an exciting range of extraordinary experiences.”

It goes without saying that after Xperion opens, all corona-related regulations such as limiting the numbers of customers as well as social distancing and hygiene rules will be met. However, to ensure that all gaming and e-sports fans don’t miss out on the official opening, it will be streamed live on www.xperion-saturn.de.