Hamburg Süd's long goodbye to Willy Brandt Strasse
Four years after Maersk’s takeover of Hamburg Süd, the German carriers strong red brand is still intact. But the historical main office in Hamburg is in the past, and the similarities to Maersk may be threatening to Hamburg Süd on the long term, estimates observer.
by JENS THOMSEN
Hamburg Süd CEO Dr. Ottmar Gast sealed a time capsule with coins, currency bills, a daily newspaper and the carrier’s timeline in the foundation under the container line’s main office when a large-scale renovation and expansion of the preserved building was launched in November 2014.
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