Alex Returns with Two Locations in Hamburg: New ‘Alex am Rothenbaum’ Opens
Hamburg, February 3, 2026 – The popular Alex restaurant concept has officially returned to Hamburg with two locations. Following the closure of its Alsterpavillon branch in October 2025, the new ‘Alex am Rothenbaum’ has now opened its doors, re-establishing Alex’s presence in the Hanseatic city. The new establishment, located at Rothenbaumchaussee 78, began operations on January 29, 2026.
This opening marks the second Alex concept in Hamburg, complementing the existing Alex Überseebrücke, which has been successfully operating near the Landungsbrücken since 2019.
“We are delighted to once again have two Alex locations in Hamburg,” stated Bernd Riegger, Managing Director of Mitchells & Butlers Germany GmbH (MABG), the operator of the Alex group. “Both restaurants showcase different facets of the city: at Überseebrücke, our guests enjoy maritime flair with a view of the harbor, while at Rothenbaumchaussee, they experience vibrant urban life in close proximity to the famous tennis stadium. Together, they demonstrate the diversity of Hamburg and how well Alex fits into this diversity with its emotional all-day gastronomy, which starts as early as 8:00 AM with the unique Alex breakfast buffet and ends late in the evening.”
Extensive Renovation and New Design Concept
The ‘Alex am Rothenbaum’ is the 42nd Alex establishment in Germany and is situated within the Multimedia Centre Rotherbaum, designed by Sir Norman Foster. The restaurant offers approximately 180 seats indoors across 260 square meters of dining space, with an additional 150 seats on the outdoor terrace.
The premises, previously occupied by the ‘Bolero’ restaurant and an adjacent commercial area, underwent extensive renovations. As part of this, the entire window facade was replaced. The new, floor-to-ceiling sliding windows are designed to create a bright, open atmosphere, seamlessly connecting the interior with the outdoor area.
MABG invested approximately 1.7 million Euros in the design and construction of its 42nd German Alex operation.
‘Urban Living’ Design Debuts in Hamburg
“After Munich and Dresden, Hamburg is only the third city in Germany where we present Alex with two different designs: a Mediterranean ambiance at Überseebrücke and the new ‘Urban Living’ design at Rothenbaum, which is intended to be implemented in all outlets in the medium term,” explained Riegger.
The ‘Urban Living’ interior concept aims to convey urban flair, casualness, relaxation, and a welcoming culture. Natural-looking, ceiling-hanging plants and a harmonious color scheme play a central role. Warm cream, green, turquoise, copper, and mustard tones dominate the decor. Colorful accents are provided by the furniture, expressive artworks, and large-format photo wallpapers with exotic jungle and botanical prints.
The brand philosophy is to offer a ‘holiday from everyday life,’ evoke positive emotions, and give guests the feeling that Alex belongs to them to some extent, and that they consider it a second place of well-being next to their home. This philosophy is reflected in many details, artworks with local motifs, and unusual decorative elements. A curated variety of styles creates the impression of a cozy living environment.
Alex also incorporates industrial design, combining wooden floors with mosaic tiles, pairing velvet-look armchairs and floral designs with delicate lounge chairs or high bistro stools at communicative ‘Communal Tables’. This aims to create a harmonious whole from different lounge zones, which is staged differently at any time of day through music and lighting concepts.
Experienced Team Led by Reza Hesse
A significant portion of the approximately 60-member team comes from the former Alex in Alsterpavillon, including operations manager Reza Hesse (56). The experienced restaurateur has been with MABG since 1998 and is also responsible for Alex Überseebrücke as District Manager North.
“We are hosts with heart and soul and a great love for Hamburg. We want to be a place where people from the neighborhood feel just as comfortable as visitors to the city,” said Hesse. “A place for any time of day – open, warm, and relaxed.”
Source: HOGAPAGE Media GmbH
