High-street revival

Müllerstraße and Turmstraße are shopping streets located in the Berlin districts of Wedding and Moabit. Both streets experienced their heydays before German reunification. Today they are beleaguered by empty cinemas and department stores, discounters and traffic congestion. Yet both streets are places where different milieus overlap and meet. To revive the streets as backbones and lifelines for the surrounding districts, Urban Catalyst proposes a new, multi-layered communication and branding concept. The proposal seeks to build a stronger public awareness of the already existing qualities, cultural uniqueness and potentials. Local businesspeople, traders, residents and grassroots initiatives are brought into the project as experts. Measures include the design of new gateway structures marking the Lebanese quarter or the Wedding weekly market, or the transformation of traffic lights into information carriers promoting local skills or exchanging local news. Other ideas include the renaming of a local park after the well-known Berlin entertainer Harald Juhnke, or an illuminated public sign showing local rent levels.


communication concept

Commissioned by Land Berlin
Project, Berlin
Project TEAMPhilip Schläger, Jörn Gertenbach
timeline11/2011 - 6/2012

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