Stage Theater Neue Flora

The Stage Theater Neue Flora is a musical theatre in Hamburg's Altona district. Stage Entertainment, one of the leading names in the entertainment business, owns and runs it. Its position puts it within easy reach for locals and tourists, adding to its pull as an evening destination in the city.

The story behind the house starts in 1987. Stella Entertainment had scored a success with Cats at the Operettenhaus and wanted a new Hamburg home for its musicals. The company first considered the Rote Flora, but protests and squatters overran that building and the idea collapsed. Instead the company found a new site in Altona, and the theatre rose there over twenty-two months of construction. Opposition shadowed the project as well, yet the doors opened in 1990 with Das Phantom der Oper on stage. At the turn of the millennium Stella ran into financial trouble and went bankrupt. In 2002 the Dutch company Stage Entertainment, then trading as Stage Holding, acquired the Neue Flora and several other Stella assets. Since that takeover the stage has continued to host a varied programme of musicals.

The building is a piece of modern architectural design, and the interior gives theatregoers a spacious, comfortable setting. Alongside the productions on its stage, that has helped shape Hamburg's standing as a centre for culture and the arts. When you take your seat, you sit in a house that outlasted squatters, protest and its first owner's bankruptcy.