Micas Garten

What Micas Garten does

Micas Garten GmbH operates a 3,000 sqm seasonal pop-up urban garden venue in Zürich-Altstetten, Switzerland (Badenerstrasse 790), functioning as a pop-up concept of the established Frau Gerolds Garten AG brand. The venue operates approximately six months per year (3 April to 3 October in 2026) with around 500 seats across garden, rooftop terrace, and bar areas, anchored by the hanging gardens originally designed for Zürcher Kantonalbank's 150th anniversary in 2020. No proprietary technology platform is disclosed; operations rely on standard third-party tools (Aleno for group reservations, Eventfrog/Weezevent for ticketed events, Google Maps for local discovery).

The company generates revenue across five distinct streams: (1) transaction fees from seven street food vendors (Gartengrill, Afghan Anar, Tenz Momo, Little Miss Bangkok, Caribbean Flair, Oh my Greek, Gelateria di Berna) plus 1–2 rotating vendors, (2) group and private event bookings for 30–1,500 guests via quote-based packages (Bankett Angebot 2026, Apéro Angebot 2026, and full-venue exclusive hire for 401–1,500), (3) flea market stand rental at CHF 20 per stand per event, (4) ticketed entertainment (Resonica Festival, Drei im Garten party), and (5) F&B sales from multiple bars and an Afghan Anar-operated shisha lounge within the hanging gardens. Pricing is publicly disclosed for some items (CHF 30 yoga classes, CHF 20 flea market stands) but group bookings are quote-based via [email protected].

The go-to-market motion is event-driven and direct-to-consumer: a calendar of programmed events (live sports viewing on 10 screens, DJ nights, comedy, yoga, salsa, kids disco, flea markets) drives walk-in traffic, while group reservations and private venue buyouts serve mid-market and enterprise bookers. Distribution is anchored by the venue's exceptional transit accessibility — the MICAFIL tram stop (tram line 2, bus 31, Limmattalbahn) sits directly in front of the venue and Altstetten station is an 8-minute walk. Marketing is conducted almost entirely through organic channels: Facebook, Instagram, the company website, and Google Maps. The operation is run by a lean team of approximately 5 employees, with food service and entertainment largely executed through independent vendor and programming partnerships.

Name

Micas Garten

Legal name

Micas Garten GmbH

Website

https://micasgarten.ch

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Micas Garten GmbH operates a seasonal pop-up garden venue in Zürich-Altstetten with 500 seats, a street food market, and event hosting for 30-1,500 guests. It serves walk-in consumers, corporate bookers, families, and entertainment seekers as a Frau Gerolds Garten pop-up.

Ownership category

akta.pro rank

Product category

Outdoor Hospitality and Event Venue

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Drinking Places (Alcoholic Beverages) (722410), Caterers (72232)

SIC

Services-Amusement & Recreation Services (7900), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Outdoor Amphitheater & Open-Air Venue Operations (MPAGALAG)

akta.pro secondary industries

Live Music Venues & Concert Bars (THAFAEAD), DJ & Electronic Music Venues (MPAGAIAE), Food Festivals & Culinary Events (Ticketed Tastings, Pop-ups) (THAJAGAL), Concession & Stadium / Arena Catering (THAFAIAG)

Keywords

• Outdoor event venue
• Street food market
• Pop-up hospitality
• Group event booking
• Urban garden venue

Headquarters

HQ city

Zürich

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Supply Chain, Infrastructure, Others

Revenue model

1. Food & Beverage Sales: Revenue from multiple street food vendors (Gartengrill, Afghan Anar, Tenz Momo, Little Miss Bangkok, Caribbean Flair, Oh my Greek, Gelateria di Berna) operating within the venue, plus multiple bars serving drinks. Customers pay directly per order. The venue takes a cut from each vendor's sales.
2. Group & Private Event Bookings: Micas Garten sells group event packages (grill buffets, apéros, exclusive venue buyouts) for groups of 30 to 1,500 persons. For groups of 30–400, packages include grill buffet and street food apéro. For 401–1,500, the entire venue is available for exclusive hire with a street food market. Revenue is booking-fee based, billed per event.
3. Flea Market Stand Rental: Flea market vendors pay a stand fee of CHF 20 per stand (card payment only) per event. Children up to 14 years old receive free stand space. Stands are set up on selected Saturdays during the season.
4. Ticketed Events & Entertainment: Revenue from ticketed events including the Resonica Festival, Drei im Garten party, Back to the Hits party, Stand-Up Comedy Nights (free entry but ticket reservation required), and Football World Cup public viewing (free entry, revenue from F&B). Yoga classes are priced at CHF 30 per person per session.
5. Shisha Sales: Afghan Anar operates a shisha service within the venue's hanging gardens lounge, generating revenue through shisha sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Micas Garten operates a seasonal ~3,000 sqm pop-up urban garden venue in Zürich-Altstetten (~500 seats) hosting a curated international street food market (four permanent plus 1–2 rotating vendors), multiple bars, group and private event packages for 30–1,500 guests, and an entertainment program including DJ parties, stand-up comedy, yoga, salsa, kids disco, flea markets, and football public viewing on 10 screens. The venue monetizes through food and beverage sales, vendor revenue shares, group booking fees, flea market stand rental (CHF 20/stand), ticketed entertainment, and shisha sales during the April–October operating season.

Product overview

Micas Garten is a seasonal pop-up urban garden venue operated by Micas Garten GmbH as an extension of Frau Gerolds Garten, located at Badenerstrasse 790 in Zürich-Altstetten. The venue operates from approximately April to October each year across a ~3,000 sqm outdoor space with ~500 seats. The offering is centered on the venue itself as the core product, complemented by an integrated street food market featuring seven named food vendors (Gartengrill, Afghan Anar, Tenz Momo, Little Miss Bangkok, Caribbean Flair, Oh my Greek, Gelateria di Berna), a group bookings and events service for 30–1,500 guests, a rotating entertainment program (DJ sets, comedy, yoga, salsa, kids disco, football public viewing, flea markets), and a shisha lounge. The various food sub-brands function as co-located but independently operated vendors within the unified venue experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Micas Garten Pop-Up Venue Seasonal ~3,000 sqm outdoor pop-up garden venue in Zürich-Altstetten with ~500 seats, multiple bars, hanging gardens, a rooftop terrace, table tennis, foosball, Pétanque, and Cornhole. Open to individual walk-in guests and small groups from April 3 to October 3, 2026, with seasonal operating hours Monday–Sunday.
• Group & Private Event Bookings Private event hosting services for groups of 30 to 1,500 persons, including BBQ buffets, street food apéros, and exclusive venue buyouts with customizable catering packages. Quote-based pricing for groups of 41+; Aleno reservation tool for groups of 10–40.
• Street Food Market International street food market at the venue featuring 4 permanent food vendors (Gartengrill, Afghan Anar, Tenz Momo, Little Miss Bangkok) plus 1–2 rotating vendors (Caribbean Flair, Oh my Greek, Gelateria di Berna). Vendor revenue-share / transaction-fee model where Micas Garten takes a cut from each vendor's sales.
• Entertainment & Activities Program On-site entertainment programming including DJ sets, concerts, stand-up comedy nights, yoga classes (Vinyasa with Erika, CHF 30/session), salsa lessons and social dancing (with Gael), kids disco (Sundance Kids Disco partnership), flea markets, and football public viewing on 10 screens. Plus free-to-use table tennis, table football, Cornhole, and Pétanque.
• Shisha Lounge Shisha service operated by Afghan Anar within the venue's hanging gardens lounge, offering multiple flavor varieties for on-site consumption.
• Gartengrill (In-house Grill Vendor) In-house grill vendor offering Altstetterli sausages (own recipe), chicken steak, fresh salads, a vegan Plant-based Filet by Green Mountain, and Crispy Fries.
• Afghan Anar (Afghan Street Food Vendor) Afghan street food vendor offering dishes with regional spices and fresh ingredients, operated by a family-run business with two additional restaurant locations in Zürich (Limmatplatz and Hottingen).
• Tenz Momo (Tibetan Street Food Vendor) Tibetan street food vendor specializing in momo (Tibetan dumplings), operated by a young food company committed to preserving and developing Tibetan culinary culture.
• Little Miss Bangkok (Thai Street Food Vendor) Thai street food vendor serving curries, noodle dishes, papaya salad, and other Thai cuisine inspired by Bangkok's street markets.
• Caribbean Flair (Caribbean Food Truck) Caribbean street food concept operated by Natasha, offering arepas, Caribbean Pulled Pork Sandwich, quesadillas, tacos, and burritos celebrating Caribbean flavors with a modern twist.
• Oh my Greek (Greek Street Food Vendor) Greek street food concept serving gyros, halloumi, and vegan gyros pitas made with family recipes from Greece and fresh Swiss ingredients.
• Gelateria di Berna (Ice Cream Vendor) Ice cream vendor inspired by Italian gelaterias, offering hand-spread gelato on-site from Friday to Sunday.
• Altstetten Flohmarkt (Flea Market) Periodic flea market events held on select Saturdays (16:00–20:00) transforming the venue into a market for vintage goods, books, toys, and curiosities. Stand rental is CHF 20 per stand per event (card payment only); children up to 14 years old receive free stand space.
• Party Events Program Curated summer party program featuring electronic music day parties with regional, national, and international DJs, including events such as Resonica Festival (27 June 2026, 14:00–23:00, tickets via weezevent.com) and Drei im Garten (15 August 2026, 14:00–23:00, tickets via eventfrog.ch).

Quantifiable outcome

• 500 seats capacity across ~3,000 sqm outdoor venue
• +4 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered flagship, minor and core.

• Frau Gerolds Garten (Frau Gerolds Garten AG)flagshipStrategic or Co-development PartnerMicas Garten is explicitly described as 'ein Pop-up von Frau Gerolds Garten' (a pop-up of Frau Gerolds Garten). Frau Gerolds Garten AG is the parent company/brand operating this pop-up venue. The AGB/Hausreglement document is issued under both Frau Gerolds Garten AG and Micas Garten GmbH. This is the primary strategic relationship underpinning the entire venture.
• Zürcher Kantonalbank (ZKBs)minorOthersThe hanging gardens feature at Micas Garten were originally designed as part of the 150th anniversary celebrations of Zürich Kantonalbank in 2020 (planned for the Landiwiese). This reference provides historical context for the hanging gardens concept but does not appear to represent an active partnership.
• Sundance Kids DiscocoreGTM or Marketing PartnerMicas Garten partners with Sundance Kids Disco to host regular Kids Disco events at the venue. These family-friendly events feature a DJ, Kids Art Studio, Super Sirup Bar, Pop Corn Inferno, and Cotton Candy Corner. Events are free entry and open to families. Sundance provides the entertainment programming and brand; Micas provides the venue and F&B.
• The American Stand-Up ShowcoreGTM or Marketing PartnerMicas Garten hosts open-air Stand-Up Comedy Nights produced by 'The American Stand-Up Show'. Shows run on select dates from July to September 2026. Comedy performances are in English. The partnership brings ticketed comedy entertainment to the venue; entry is free but ticket reservation is required. Contact for the show is [email protected].
• Resonica Festival (Event Label)coreGTM or Marketing PartnerResonica Festival is a ticketed electronic music festival hosted at Micas Garten on Saturday, 27 June 2026 from 14:00–23:00. Tickets are sold via weezevent.com. The festival brings regional/national/international DJs to the venue, aligning with Micas's strategy of hosting diverse electronic music events.
• Drei im Garten (frieda's büxe × Deeptroit × Kurz Vor Tanz)coreGTM or Marketing PartnerA collaborative party event on 15 August 2026 (14:00–23:00) co-branded with three event labels: friedа's büxe, Deeptroit, and Kurz Vor Tanz. Tickets sold via eventfrog.ch. This multi-label collaboration brings electronic music and dance programming to Micas Garten.
• Gael (Salsa Instructor)minorGTM or Marketing PartnerIndependent salsa dance instructor Gael leads beginner salsa lessons followed by open social dancing on select Sundays at Micas Garten. The event is free entry with no registration required. Gael promotes the event via Instagram (@smooth.salsa) and Micas provides the venue, terrace space, and dance floor.
• Erika (Yoga Instructor)minorGTM or Marketing PartnerErika (YogaLab) teaches Vinyasa yoga every Tuesday at 18:00 on the Micas Garten terrace. Classes are priced at CHF 30 per person for 60 minutes. Erika teaches in English and manages her own bookings via email ([email protected]) and Instagram (@erikayogalab). Micas provides the venue and terrace space.
• Afghan AnarcoreChannel Partner/ Reseller/ DistributorAfghan Anar is a family-run Afghan restaurant business with two existing locations (Limmatplatz and Hottingen). At Micas Garten, they operate a street food stand offering Afghan cuisine and a shisha lounge within the hanging gardens. This is a vendor/reseller arrangement where Afghan Anar pays for the right to operate within the venue.
• GartengrillcoreChannel Partner/ Reseller/ DistributorGartengrill operates a permanent barbecue grill station at Micas Garten serving meat and plant-based options including Altstetterli (house sausage), chicken steak, fresh salads, a vegan Plant-based Filet by Green Mountain, and Crispy Fries. Revenue generated through direct food sales to venue visitors.
• Tenz MomocoreChannel Partner/ Reseller/ DistributorTenz Momo is a young food company with Tibetan roots, specializing in momo (Tibetan dumplings) as a cultural dish. They operate a permanent street food stand at Micas Garten. The company is committed to preserving and developing Tibetan culinary culture.
• Little Miss BangkokcoreChannel Partner/ Reseller/ DistributorLittle Miss Bangkok operates a permanent Thai street food stand at Micas Garten from 3 April to 3 October 2026. They serve curries, noodle dishes, papaya salad, and other Thai cuisine inspired by Bangkok's street markets. Promoted via Instagram (@littlemissbangkok).
• Caribbean Flair (Natasha's Food Truck)minorChannel Partner/ Reseller/ DistributorCaribbean Flair is a food truck concept by Natasha offering Caribbean cuisine including Arepas, Caribbean Pulled Pork Sandwich, Quesadillas, Tacos, Burritos and more. Operates at Micas Garten on a rotating or seasonal basis. Presented as a passion project celebrating Caribbean flavors with a modern twist.
• Oh my GreekminorChannel Partner/ Reseller/ DistributorOh my Greek is a Greek street food concept operating from 6 July to 2 August 2026 at Micas Garten. They serve gyros, halloumi, and vegan gyros pitas made with family recipes from Greece and fresh Swiss ingredients. Promoted via Instagram (@ohmygreek.ch).
• Gelateria di BernaminorChannel Partner/ Reseller/ DistributorGelateria di Berna operates an ice cream stand at Micas Garten on Fridays through Sundays. Their concept is inspired by Italian gelaterias from childhood camping holidays in Italy. Available for onsite consumption.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bauschänzli: Iconic outdoor bar, restaurant and event venue located on an island in the Limmat river in Zürich. Comparable as a large-capacity outdoor hospitality and entertainment venue in Zürich's summer market, though more established and permanent than Micas.
• BOXPARK: Pop-up food, drink and retail destination built from shipping containers in London. Comparable as a curated multi-vendor urban venue model combining rotating independent food operators, bars, and event programming in a modular, non-traditional real-estate footprint.
• Frau Gerolds Garten: Flagship urban garden venue in Zürich operated by Frau Gerolds Garten AG and the direct parent brand of Micas Garten. Uses a comparable model of outdoor seating, bars, street food vendors, and event programming; Micas Garten is positioned as a pop-up extension of this brand.
• Im Viadukt (Viadukt): Urban market and shopping arcade under the railway arches in Zürich-West, adjacent to the Altstetten district. Comparable as a curated urban destination combining small independent food vendors, retail, and event programming in a repurposed infrastructure setting.
• Markthalle Basel: Covered urban market in Basel hosting multiple independent food vendors, bars, and event programming. Comparable as a multi-vendor destination combining curated F&B, retail stalls, and ticketed events under one roof in a Swiss city.
• Markthalle Neun: Indoor food market and event space in Berlin-Kreuzberg hosting independent food vendors, street food markets, and cultural events. Comparable as a curated multi-vendor F&B and event venue with a rotating vendor mix and programming calendar.
• Prater Berlin: Historic Berlin beer garden and event venue established in 1837, combining outdoor seating, food vendors, beer service, and regular cultural events. Comparable as a long-running outdoor multi-vendor venue with seasonal programming and event-based revenue.
• Strandbad Mythenquai: Lakeside lido and outdoor venue complex at Zürichhorn with bars, restaurants, and event hosting for large summer gatherings. Comparable as a Zürich seasonal outdoor venue serving food, drinks, and entertainment programming to large visitor volumes.

Broad incumbents

• Time Out Market: Curated food hall concept operating in multiple global cities under the Time Out brand, aggregating chef-driven restaurants, bars, and cultural events. Comparable as a multi-vendor curated F&B and event destination, though operating at significantly larger scale and with permanent real estate.

Regional players

• Hofgarten München: Urban beer garden located at the Hofgarten in central Munich, combining outdoor seating, F&B service, and seasonal programming in a high-foot-traffic urban setting. Comparable as an outdoor urban venue model combining dining, drinks, and event-style programming, though based in a different geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MicasGarten
• Instagraminstagram.com/micasgarten
• LinkedInlinkedin.com/company/micas-garten-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Micas Garten