Say it in English!

Hamburg's first teens & twens library, Hoeb4U, opened on 9 December 2005. It is a library with a very special profile, designed to appeal to teenagers and young adults aged 14 to 24. Many of the young people in this age group do little reading, and some of them know the inside of a library only from the organised visits they had to make at school. The decline in reading at this age has been described as the "reading gap" or the "break with books". Hoeb4U aims to boost the reading and media skills of young people and to win them back with its unique concept.

LEISURE-FOCUSED MEDIA

The media stocks at Hoeb4U are focused on leisure activities – they are multi-media, and right up-to-date. The library was launched with some 6 500 media units at the end of 2005, and now has about 15 000. The shelving in metal design keeps close to the trend, while the media themselves keep away from school subjects. The range of media is intended to provide an incentive to the young people to use the library voluntarily.

And what can say more for the success of these media offerings than words? – numbers! The stock turnover rate in the first year was an impressive 16 times.

JUNIOR COMPANY

The "Junior Company" model used by Hoeb4U is the logical extension of its targeted approach. What is needed to identify current trends and to offer the most popular media is help from experts – that is from the young people themselves! On average, five second-year trainees of the Bücherhallen Hamburg are employed here, and together with their two trainers and the Head of the Library, they run the first Junior Company in the library scene. They tackle their unusual routine with a high degree of motivation. Run by young people for young people – that is what makes the Hoeb4U concept work.

LOCATION

Hamburg‘s trend youth library is located in the midst of cultural centres, media companies and a host of cafés. It is accommodated in a former factory building, which has been converted in a very original way to appeal to its young customers. It is not only the furniture and fittings that make it different from other libraries. There is nothing reminiscent of "children’s corners" here. Its design is characterised by metal shelving, lighting elements and display surfaces, and the sweeping curve of the counter. There are six internet and catalogue places arranged in a semicircle with bar stools to sit on, inviting users to surf, chat and research. The atmosphere is relaxed. The junior staff, who are identifiable by standard clothing, use the familiar "Du" form with customers; the background noise is louder than usual for libraries; and there is no rule to stop customers taking calls on their mobile phones. As one of the first young regulars aptly put it, "it’s a really cool place".

MEDIA-BASED EVENT CONCEPT

The event concept of Hoeb4U is multi-media and leisure-oriented. Young people can develop their creative potential in direct use of all kinds of media. Interactive and virtual events are provided to promote reading and media skills or participants, who take part in these campaigns with enthusiasm and enjoyment. The range of activities includes various workshops, all kinds of competitions, fan fiction meets, the reading club (in cooperation with the publisher Carlsen Verlag), the holiday programme "Hoeb4U on tour", classic readings, and self-organised exhibitions.

TREND LIBRARY & EXPERIMENTAL LAB

Hoeb4u is a central institution and experimental laboratory for Hamburg public libraries. The youth library tests new media, contents and event formats and passes on the experience to colleagues. The first youth areas in the local libraries have now been created on the model of the Hoeb4U concept, with a similar type of design.

HOEB4U ONLINE

www.hoeb4u.de is the individual Internet portal of Hoeb4U and was online as early as September 2001. That enabled young people to get the latest media tips and event news even before the library itself was opened. Today, Hoeb4U’s cartoon characters continue to provide interesting links and specials, and real Hoeb4U fans can buy T-shirt, lanyards and messenger bags.

The teens & twens library Hoeb4U is a multi-media centre that is increasingly becoming a brand for the whole of Hamburg. It is attracting young people from all parts of the city, and soon making them into regulars. The concept works!