The Next Generation of Experience Electronics

Cologne, August 26, 2026

Located in one of Germany’s busiest shopping streets, MediaMarktSaturn will open the new Tech Village Cologne on August 27. The former Saturn store on Hohe Straße has been transformed into a unique experience destination that combines traditional retail space with brand worlds, digital experience formats, personal consultation, and comprehensive services across more than 6,000 square meters and five floors. Following Berlin and Hamburg, Cologne is the third MediaMarktSaturn Tech Village in Germany. The new location on Hohe Straße also brings together the Tech Village technology experience world and the Xperion gaming experience world under one roof.

“Our omnichannel strategy combines the best of digital and physical retail. That is why we continue to invest consistently in the development of our stores and create places where technology is not only purchased, but experienced. This is exactly where the Moments of Trust at the heart of our strategy are created: through our colleagues, strong brand worlds, personal consultation, and services, we create experiences that build trust. With Tech Village Cologne, we are continuing along this path while also setting new impulses for the future development of our store portfolio,” says Remko Rijnders, CEO of MediaMarktSaturn Retail Group.

The choice of location was made deliberately: Hohe Straße holds particular strategic importance for MediaMarktSaturn. By redeveloping the existing Saturn store, the company is making a targeted investment in an established city-center location. In addition to shopping, consultation, services, gastronomy, and entertainment will provide further reasons for customers to visit.

“With our new Tech Village, we are not only consistently evolving our store formats. We are also making a clear commitment to physical retail by investing in the heart of one of our most important regions. With its digital concept and the first Digital Boutique, the new store is also setting new standards,” says Alexander Rauchut, CEO of MediaMarktSaturn Germany.

Consistently Evolving the Tech Village Concept

MediaMarktSaturn opened its first Tech Village in Milan in 2020. Since then, the company has continuously expanded the concept. With the new location in Cologne, there are now ten Tech Villages across Europe, three of them in Germany.

For Cologne, MediaMarktSaturn comprehensively redesigned the concept in-house. A new technology-driven store design featuring large-format media surfaces, digital showcases, and an atmospheric lighting concept highlights products while creating a welcoming shopping environment. This design, implemented for the first time in Cologne, serves as the blueprint for future Tech Villages throughout Europe.

Discover and Experience Technology

At the heart of the Tech Village is the combination of traditional consumer electronics retailing, brand worlds, and interactive experience zones. At the center of each floor is an open “marketplace” featuring the classic MediaMarktSaturn product range and cross-brand expert consultation. Surrounding it are a total of 31 brand boutiques where manufacturers can showcase their innovations within their own dedicated environments.

The offering is complemented by six MediaMarktSaturn-owned themed worlds, including Gaming & Consoles, Desktop & Monitors, Beauty, Music & Film, and Large Household Appliances, as well as a completely new digital experience world. There, customers can immerse themselves in a fully digital 3D experience that brings products and brands to life in a new and highly immersive way. In addition, three experience zones with rotating content ensure a constant stream of new themes and product presentations. Lounge areas and the Gertrudenhof Café further enhance the visitor experience. By partnering with this local hospitality provider, MediaMarktSaturn is also deliberately working with a strong regional partner.

Xperion Moves into the Tech Village

Gaming is one of MediaMarktSaturn’s most important growth areas. As a result, Xperion will become an integral part of the Tech Village, ensuring that fans of gaming, esports, and social media can enjoy a unique experience. MediaMarktSaturn’s gaming experience world is relocating from its previous site at Hansaring to Hohe Straße.

Spanning more than 1,000 square meters, Xperion offers over 70 gaming stations, twelve partner areas, and an arena with around 200 seats for events and community activities. For events, Xperion can also be accessed through a separate entrance.

Personal Consultation Meets Omnichannel

Alongside inspiration and entertainment, personal consultation and comprehensive services remain central components of the Tech Village concept. These include, among other things, a Smartbar for immediate repairs.

At the same time, the store is fully integrated with MediaMarktSaturn’s online offerings. Customers can collect online orders in-store or have products shipped directly from the store to their homes. TVs and large appliances ordered by 5:00 p.m. can be delivered on the same day by 10:00 p.m. In addition, express delivery via Uber enables delivery within 90 minutes, while delivery via Wolt is available within 35 minutes.

By combining digital shopping experiences, personalized service, services, gastronomy, and entertainment, Tech Village Cologne demonstrates how MediaMarktSaturn is further developing physical retail and seamlessly integrating it with its digital offerings as part of its omnichannel strategy.

Expansion of Store Formats

With this opening, MediaMarktSaturn continues to evolve its store format portfolio. The Lighthouse format represents large-scale technology experience destinations, including Tech Villages and Xperion stores. Traditional MediaMarkt and Saturn stores belong to the Core format. Xpress stores serve as convenient neighborhood outlets with a selected assortment for customers seeking fast and easy shopping. The compact Smart format is designed for high-traffic locations, focusing on omnichannel services and products available for immediate purchase and takeaway.