The wedding dress market in Weseler Strasse (Duisburg-Marxloh) is a rare example of neighborhood-based local economic development. Although this street is located in an 'immigrant neighborhood' that was once stigmatized as a 'no-go area' in the wake of deindustrialization, a group of entrepreneurs have been able to transform their street into a trans-local hub where (a) the migrant population from Turkey living in different countries such as Denmark, France and the Netherlands and b) immigrants from different parts of the world such as the Middle East, the Balkans and North Africa come to find the most important item for organizing their weddings: a bridal gown. In addition, (c) German customers began to shop mainly for ball or graduation gowns. For these people, this crossroads is also a place where they meet, negotiate and influence each other's tastes in festive fashion. The entrepreneurs are also building new neighborhoods for Germany’s diversifying population. In my research, I aim to develop a holistic understanding and transdisciplinary approach to this phenomenon in relation to transnationalism (as it has become dominant in migration studies), ethnic entrepreneurship (focusing on entrepreneurial agency), marriage (as a form of life-cycle ritual, but also of interest in linking the first two in the age of globalization).