Men's garden

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Herrengarten at an exhibition

A men’s garden , analogous to a kindergarten , also men ’s day nursery or men’s donation , is mostly a gastronomic facility with “male-typical” leisure activities , in which men “can be given and looked after” for the duration of their partners ', wives or girlfriends' shopping spree . Historically, the term men's garden was also used for gender-specific garden and open space areas for men, for example in historical psychiatric institutions or clinics and monasteries. In this context, Deutsche Welle , the international broadcaster of the Federal Republic of Germany , speaks of an adult daycare center in its English-language online offer .

Occasionally, the term men's parking lot is also used, which usually describes smaller and "unsupervised" waiting and seating options for men in shopping areas for women. The more informal English term for it is husband chair .

history

Men's garden, men's crèche, men's tax

The Cologne beer donkey

As the first “care facility” of this type, a so-called men's garden was opened in a bar in the Bleichenhof -Passage in Hamburg in 2003 , where every Saturday men receive a meal, two (beer) drinks and various “male-typical” leisure activities (model railroad , Men's magazines , crafts and sports broadcasts). This new marketing idea generated a great deal of media attention and found several imitators across Germany. In the same year, the first “men's garden” in North Rhine-Westphalia was set up as a regular offer at the traditional Bier-Esel inn in Cologne . Men could play skat on Saturdays , puzzles , read men's magazines or “cultivate” other things that were considered particularly “manly” in the pub's beer garden.

A Rodizio restaurant in Hamburg , which specifically works with bus travel companies on marketing and also puts together entire programs for bus travel groups, has also been offering a corresponding “care facility” for men since 2007. Wives or girlfriends who - mostly coming from outside - were on a shopping tour in Hamburg by bus could “hand in” their husbands in the men's garden of the restaurant. In addition to the culinary offer of brazier-style grilled meat, which is aimed primarily at “real meat lovers” and is thus intended to represent a male domain, the “parked” men in the restaurant could consume soft drinks and men's magazines, but also visit breweries or cigar makers.

In the meantime, men's gardens are also organized as events . For example, in 2013 the sales branch of a costume manufacturer and the associated event location in Obernzell jointly advertised an all-day men's garden on a shopping Saturday; the “men-specific” offer ranged from veal sausage early pints , lunch, afternoon coffee and snacks to prize sheep , competition pegs and even a meeting with historical mopeds . For International Women's Day 2012, the city ​​of Xanten offered not only a women-specific program but also a “men's fee” in a computer shop.

Comparable “care facilities” can occasionally also be found in France under the name Garderie pour hommes (“men's crèche ”). For example, there has been a men's after-school care center in the Galeries Lafayette in Paris since the mid-2000s . In 2010, in the Carré Sénartin shopping center in Lieusaint in the Seine-et-Marne department near Paris, a men’s day care center with video game consoles, car magazines and a model car racetrack was set up in a time-limited campaign.

The internationally represented body Group IKEA had 2,011 for four days over the Father's Day weekend in its furnishings market in the Australian Sydney analogous to normal Group creche offer Småland a Manland set up a designated men's residence and play area with games consoles, pinball machines and foosball tables and a free soft drinks and hot Dog offer. As with the children, there were name stickers and a reminder for the companion after 30 minutes and, if necessary, an exclamation if the women stayed too long in the shopping areas. According to press reports, the furnishing company is also considering introducing such “play areas for men” in its branches in Switzerland .

Men's parking lot

The term `` men's parking lot '', which is occasionally used, alludes to the parking lot as a parking space for vehicles and usually describes a special waiting and seating offer for men in department stores , shopping centers or large shops in areas with women-specific goods such as women's fashion or cosmetics. A corresponding facility can be found, for example, in the women's department of a department store in Stuttgart since the mid-2000s , there in the form of a seating group made up of four chairs and a round table with some magazines, marked with a large sign that borrows from the usual parking lot sign " P ”and the term“ men's parking lot ”. In a designer women's fashion store opened in 2011 in the Altmarkt-Galerie in Dresden , a parking lot for men was set up, which was adapted to the upscale ambience of the store and the like. a. with an upholstered seating group upholstered in white leather.

The transitions to the men's garden are fluid; there are also parking spaces for men with a range of men's-specific entertainment that goes beyond the display of a few magazines. For example, the “men's parking lot”, equipped with recliners and low side tables, in a shopping center in Normandy, France, was also equipped with a television. B. 2006 a DVD film with "the 100 best football goals of the century" was shown in continuous repetition.

Backgrounds and cultural influences

The facilities are humorous or jocular events beyond expression of gender marketing that the term gender marketing is scientifically studied. Various trading companies and operators of shopping centers etc. as well as marketing institutions react with such facilities to developments and studies of gender-specific buyer behavior. For example, the IKEA Group's Manland plans go back to survey results, according to which a. "A quarter of the couples got into an argument on shopping trips and a third had already lost sight of their partner while shopping".

Antje Schrupp dealt with a series of press releases on gender-specific sausages on her blog in 2013.

A comedy by Kristof Magnusson focuses on something in between: the men's after-school center from which it is named is set up in a shopping center, but ultimately only accessible to the three protagonists.

Web links

Individual evidence

  1. ↑ See e.g. E.g . : Jakob Fischel: Prague's KK insane asylum and its work since its creation up to and including 1850. Enke, Erlangen 1853, OCLC 14844310 .
  2. ↑ Kyle James: German Bar Opens First Kindergarten for Men . In: dw.de . October 21, 2003 (accessed May 15, 2013)
  3. ^ Husband Chair in the Urban Dictionary October 26, 2007 Urban Word of the Day
  4. ↑ Philipp Dahm: If the husband nags while shopping - "Men's garden" helps. In: Leipziger Volkszeitung . October 13, 2003, p. 24 (quoted from: Tobias Wengler: Effects of Internet Commerce on Shopping Centers. An empirical analysis of the effects on the design and management of shopping centers. BoD, Norderstedt 2005, ISBN 3- 8334-2723-X , p. 210 and footnote 715 (also dissertation, University of Leipzig 2005)).
  5. ↑ Men's garden: No more stress when shopping . On: Spiegel Online . September 26, 2003; Retrieved May 15, 2013.
  6. ↑ Silke Burmester: New trend. Men parking . In: Süddeutsche Zeitung . October 7, 2003 (article reproduction on Süddeutsche.de from May 10, 2010); Retrieved May 15, 2013.
  7. ↑ Care offer . Men to hand in by the hour . On: FAZ.net . October 17, 2013; Retrieved May 15, 2013.
  8. ↑ Frank Lorentz: This is where you get rid of your husband . In: Welt am Sonntag . October 19, 2003; Retrieved May 15, 2013.
  9. ↑ Helmut Heigert: This is where women park their husbands . In: General hotel and gastronomy newspaper . (AHGZ) No. 2007/45, November 10, 2007; Retrieved May 15, 2013.
  10. ^ Eike Wenzel , Andreas Haderlein, Patrick Mijnals: Future Shopping. The new desire for seduction - the most important trends. Verlag modern industry, Munich 2009, ISBN 978-3-636-03168-6 , p. 139.
  11. ↑ 1. Obernzell Men's Garden with Zundappen Meeting. Saturday April 20, 2013 ( Memento of the original from March 26, 2013 in the Internet Archive ) Info: The archive link was automatically inserted and not yet checked. Please check the original and archive link according to the instructions and then remove this notice. . On: company website of the Trachtenstadl Obernzell ; Retrieved May 15, 2013. @1@ 2Template: Webachiv / IABot / www.trachtenstadl-obernzell.de
  12. ↑ Garderie pour hommes. In: Cigale Magazine. Edition July 2006, p. 4. (French)
  13. ↑ Faites vos courses, on garde votre homme! . In: Le Parisien . January 7, 2010 (French, accessed May 16, 2013)
  14. ↑ Manland: IKEA's day-care for husbands . The Scandinavian furniture maker tries to put men (and women) in their place. In: The Week. September 16, 2011. (accessed on May 16, 2013)
  15. ↑ a b Martin Huber: A hoard for shopping-lazy husbands . In: Tages-Anzeiger . November 1, 2011; accessed on May 16, 2013.
  16. ↑ Tom Hillenbrand : Choked: Women's parking spaces in extra wide . On: Spiegel Online from December 29, 2009; Retrieved May 28, 2013.
  17. ↑ See: Photo of the men's car park by Eberhard O. Brachhold from the Spiegel online book Schange Schilder , taken on August 24, 2011; on: Spiegel Online ; accessed on May 16, 2013.
  18. ↑ The men's car park ( Memento of the original from May 20, 2013 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. . On: Company website of a designer women's fashion shop in the Altmarkt-Galerie in Dresden ; Retrieved May 15, 2013. @1@ 2Template: Webachiv / IABot / www.joseph-ribkoff-dresden.de
  19. ↑ See: Photo of the men's parking lot in the shopping center ... by Peter Ihlenfeld on Flickr from July 22, 2006; Retrieved May 15, 2013.
  20. ↑ Joachim Hurth: Gender Marketing commercially. This is how women and men really buy. VDM Verlag Dr. Müller, Saarbrücken 2008, ISBN 978-3-8364-7599-0 .
  21. ↑ Joachim Hurth: Applied trade psychology. W. Kohlhammer Verlag, Stuttgart 2006, ISBN 3-17-019485-2 , pp. 51-58.
  22. ↑ Frauenbratwurst / Menbratwurst June 2013 antjeschrupp.com
  23. ↑ January 16, 2008 - March 1, 2008. Men’s day care center . Comedy by Kristof Magnusson . At: online production archive of the Comedy Düsseldorf ; Retrieved May 15, 2013.