Before and during World War II, Essen was heavily shaped by the armaments industry (Canon City). Following the severe destruction of the war, the city sought a new, peaceful, and forward-looking identity in the 1950s. Essen rapidly established itself as the undisputed shopping center of the Ruhr area. As early as 1927, Limbecker Straße was closed to cars, and after the war, Kettwiger Straße became one of Germany's first pedestrian zones. To make this newfound self-confidence visible to everyone, the neon-lit sign “ESSEN – DIE EINKAUFSSTADT” (Essen – The Shopping City) was installed on the roof of the prestigious Handelshof in 1950.

An official online vote by the city regarding new slogans (such as "Essen – voller Energie" / Essen – full of energy) did not yield a clear result and was declared a failure. The owner of the heritage-listed building ultimately only agreed to the minimalist version.