EXPO REAL: Harnessing the benefits of digitisation

Joint Hamburg stand with 62 partners, among them three startups

EXPO REAL: Harnessing the benefits of digitisation

Early October will once again see the opening of EXPO REAL, Europe’s largest trade fair for real estate and investment, and Hamburg will be on-site with a joint presentation at the exhibition grounds in Munich. Hamburg’s Senator for Urban Development, Dr Dorothee Stapelfeldt, comments on Hamburg’s commitment to presenting itself in Munich: “Large cities are becoming ever more attractive and continue to grow further – with top marks going to Hamburg in terms of career opportunities, infrastructure, and quality of life. We will continue to do everything possible to further develop Hamburg's assets in the future. Yet our city also needs forward-looking developers and investors who are determined to harness the opportunities that Hamburg offers. As the `market of markets´, EXPO REAL is certainly the right place for communication among stakeholders.” At the joint Hamburg stand, 62 partners will be providing insights into their latest projects and innovative services from 7 to 9 October 2019. Hamburg’s Senator for Urban Development will be joined by Dr Torsten Sevecke, State Secretary at the Hamburg Ministry for Economy, Transport and Innovation, to promote Hamburg on-site as part of various events.

Again in 2019, FUTURE HAMBURG will serve as the tagline of the joint Hamburg stand at EXPO REAL, and digitisation in the real estate industry will be one of the core topics of Hamburg’s presentation. Dr Rolf Strittmatter, managing director of Hamburg Invest, explains: “New technologies and digital change are transforming markets in the real estate sector too. Hamburg is home to numerous promising startups that demonstrate how the real estate industry can seize the opportunities of digitisation, and some of these will be joining us at this year’s EXPO REAL. According to HafenCity Hamburg GmbH, one of the partners of the Hamburg stand, remaining properties available in the Elbbrücken district will be at the heart of this year’s presentation. Moreover, the spotlight will be on the latest advances relating to Billebogen and Grasbrook, two of Hamburg’s most prestigious large-scale development projects that are currently in the planning stages.

PropTech firms as innovation drivers

New technologies and digitisation are changing the market, and this also applies to the real estate sector. While these developments pose new challenges to all stakeholders involved, they also create new opportunities, as many business processes are subject to continuous digital transformation.

Hamburg has always been open to new ideas, because port cities around the globe are the ultimate drivers of innovation. Not only goods are handled here, but also fresh ideas. Ports are platforms for commodities and ideas that are subsequently translated into innovations. In the area of real estate, the key stakeholders here are PropTech firms. PropTech, the short form for Property Technology, largely refers to the aim of optimising processes within the real estate industry.

In Hamburg, PropTech companies are active in various market segments – e.g. in the area of crowdfunding, which enables small investors equipped with little seed capital to invest in real estate. There are also a number of PropTech firms active in the area of Smart Home solutions, mainly with a focus on digitising property management processes. PropTech further includes Building Information Modeling (BIM), a software-based method of optimised planning, implementation and management of buildings and other structures. As part of BIM, all relevant building data are digitally modelled, combined and captured. Finally, PropTech also includes digital search solutions for real estate or office spaces, helping interested individuals achieve the most customised search results possible. PropTech firms thus serve as the real estate industry’s innovation engines.

With the support of Hamburg Invest’s Startup Unit, some promising PropTech startups from Hamburg – DiConnex, Reos, and Zinsland – will be at this year’s joint Hamburg stand at EXPO REAL to make new contacts and provide insights into trends and opportunities arising from digitisation in the real estate industry.

HafenCity project is nearing completion

EXPO REAL plays a key role for stakeholders from the HafenCity project in particular – because this is where prestigious trade visitors from industry, and especially real estate, administration and politics refresh their individual information needs regarding specific projects as well as overarching issues in strategic urban development. Many of these would also be looking for investment opportunities in the HafenCity district as it constitutes an attractive investment location, whether for developers, builders, financiers or investors. In addition to the Hamburg Metropolitan Region’s joint stand with the HafenCity model as its centrepiece, the Hamburg/HafenCity Reception has become an integral part of the EXPO REAL agenda.

According to HafenCity Hamburg GmbH, any remaining properties available in the Elbbrücken district will be at the heart of this year’s presentation. Moreover, the Billebogen and Grasbrook projects will play a pivotal role – two outstanding urban development schemes that will be shaping Hamburg's future on the Elbe and Bille rivers. As part of the Billebogen scheme, the “Stadteingang Elbbrücken” project is scheduled to have the first results of the test planning procedure, which ends in late September, and these are also to be presented at EXPO REAL. As regards Grasbrook, the focus of communication will be on the ongoing competitive dialogue aimed at developing initial urban planning perspectives – in addition to findings from recent reviews as well as the continuous participatory process.

Testing ground for future mobility

Beyond the current shortage of housing, the question of how to optimise our transport systems is widely discussed. Particularly in large cities and conurbations, mobility is gaining ever more relevance and has become one of the most important issues of the future. Car sharing, autonomous driving, strengthening local public transport, new forms of mobility and the expansion of infrastructure for electric mobility and bicycles are but a few keywords here. Nothing will remain as it is. As urbanisation and mobility are closely intertwined, current structures such as infrastructure, public spaces and existing development need to be reassessed.

This affects the real estate industry in many ways. Even today, e.g. the sustainability of property development is an important marketing argument. In the future, mobility concepts will play an increasingly important role in property development. In addition, charging stations and residential car sharing can contribute to generating new sources of income for the real estate industry. Therefore, all stakeholders are well advised to integrate mobility solutions into their planning processes. In Hamburg in particular, there is pressure to act as the city aims to be at the forefront in the development of intelligent transport systems.

Hamburg has set itself the goal of assuming a pioneering role in developing future mobility solutions. This applies to the port, which is already considered a smart port today, and, most notably, to innovative urban mobility. Hamburg is currently providing a testing and trial environment that facilitates collaborations with partners from business and science in the area of forward-looking technologies.

All of the stakeholders involved are aiming for a specific date in particular: from 11 to 15 October 2021, the ITS (Intelligent Transport Systems) World Congress will take place in Hamburg. The conference will be jointly hosted by the City of Hamburg and the German Federal Ministry of Transport and Digital Infrastructure.

The joint Hamburg stand

The following 62 partners will be present at the joint Hamburg stand at EXPO REAL:

Premium partners

  • BECKEN Holding GmbH
  • Dr. Helmut Greve Bau- und Boden AG
  • Grossmann & Berger GmbH
  • HafenCity Hamburg GmbH
  • Hamburg Invest
  • Hamburger Sparkasse AG
  • HANSAINVEST Real Assets GmbH
  • Landesbetrieb Immobilienmanagement und Grundvermögen
  • MOMENI Immobilien Holding GmbH
  • Procom Invest GmbH & Co. KG
  • Quantum Immobilien AG


  • AECOM Deutschland GmbH
  • AUG. PRIEN Immobilien
  • Aurelis Real Estate Service GmbH
  • AVW Immobilien AG
  • Behrendt Gruppe GmbH & Co. KG
  • Boreales GmbH
  • BPD Immobilienentwicklung GmbH
  • BRL Boege Rohde Luebbehuesen
  • Deutsche Immobilien Entwicklungs GmbH
  • DSBC Immobilien GmbH
  • EGNO Entwicklungsgesellschaft Norderstedt mbH
  • Garbe Industrial Real Estate GmbH
  • GFG German Finance GmbH
  • Hamburg Port Authority AöR
  • Hamburg Team Gesellschaft für Projektentwicklung mbH
  • Hamburg Trust REIM Real Estate Investment Management GmbH
  • Hamburger Volksbank
  • HanseMerkur Grundvermögen AG
  • HC Hagemann real estate GmbH
  • IBA Hamburg GmbH
  • LIP Ludger Inholte Projektentwicklung
  • Matrix Immobilien GmbH
  • meravis Immobiliengruppe
  • NORD PROJECT GBI Beteiligungsgesellschaft mbH
  • Oberthür & Partner Rechtsanwälte
  • Otto Wulff Bauunternehmung GmbH
  • Richard Ditting GmbH & Co. KG
  • Robert C. Spies
  • Schultz TGM GmbH
  • Senectus Capital GmbH
  • sgi strempel & große ing. mbH
  • Sparkasse Holstein
  • Sparkasse Lüneburg
  • Stöben Wittlinger GmbH
  • Süderelbe AG
  • Vattenfall Wärme Hamburg GmbH
  • WAS GmbH
  • WEP GmbH

Logo partners

  • DiConneX GmbH
  • Drees & Sommer GmbH
  • gmp Architekten von Gerkan, Marg und Partner
  • hit-Technopark GmbH & Co. KG
  • KerVita Projektentwicklungsgesellschaft mbH
  • REOS GmbH
  • Rheinmetall Immobilien GmbH
  • VITZTHUM Projektmanagement GmbH
  • yo'elle consulting gmbh
  • zinsland / CIVUM GmbH

The joint Hamburg stand is being coordinated by HIS Hamburg Invest Service GmbH.


EXPO REAL is Europe’s leading trade fair for real estate and investment. First held in 1998, it is hosted by Messe München GmbH and takes place each year in October at the exhibition grounds of Messe München, Munich.

Contact for queries:

Hamburg Invest
Andreas Köpke
Director Marketing, Communications & Strategy

Tel. +49 172 415 999 6