After acquiring Potsdamer Platz in 2016, Brookfield was looking to create a destination for its primary shopping arcade that combined the best of urban lifestyle with all the retail potential of its European rivals in London and Paris.
As part of their plans for the redevelopment of the area, we were asked to create a brand identity, for the 40,000m² space. The contract also included brand guidelines and communications material to promote the development, as well as launch material which was taking place at MAPIC (one of the largest international retail property market events in the world).
Our role was to create a brand that would build anticipation, instil the business benefits and create market confidence ahead of its completion, as well as creating a marque and positioning that had the potential to be used for the B2C launch.
The positioning was built around the idea of ‘It speaks for itself’, to achieve cut through in a noisy market and as a vehicle for initiating a dialogue with our target audience.
We built a visual identity where speech bubbles that form a letter ‘P’ communicate directly with the reader, putting Potsdamer Platz firmly on the map as a place that the modern Berliner can be proud of and the discerning tourist can spend time in.
Mercato Metropolitano, a pioneer of sustainable community markets in London, have already been confirmed as the new anchor tenant.