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Communication and Strategy
Am Tacheles

dan pearlman and spring brand ideas collectively develop the strategic and communicative destination profile of the new district in Berlin-Mitte. On 19 September 2019, the foundation for the new city neighborhood AM TACHELES was laid on the historical area of the Friedrichstraßenpassage in Berlin-Mitte. Between Friedrichstraße, Oranienburger Straße and Johannisstraße, the project developer pwr development builds an extraordinary place that combines living, working and shopping with art and culture.


Destination Profiling
Brand Strategy
Communication Strategy
Communication Design


The concept of urban planning was developed by the renowned architecture office Herzog & de Meuron. In the process, the historical connections were taken up and interpreted in a new way. Upon completion, the area which has been fallow for decades will become an extraordinary piece of the city. At the core of the concept is the creation of an open, contemporary and lively neighborhood based on the historical city structure with various ways of utilization and premium architecture.
Two agencies of the dan pearlman Group are involved in the development of the new destination in Berlin-Mitte. The dan pearlman brand architecture was responsible for the strategic district development and brand positioning. spring brand ideas developed a holistic communication and design concept for the umbrella brand and office brands. The multifaceted history of the area is a component of the extensive destination concept. The masterplan plans for a piece of the city to be reclaimed and used as a public space.
Apart from Herzog & de Meuron from Basel, the project developer pwr development relies on the Berlin-based architects Grüntuch Ernst and the office Brandlhuber + Muck Petzet for the realization of the project. The art direction rests with the Swiss architects. They make sure that AM TACHELES emerges as a harmonic, balanced ensemble despite the variety of building typologies. In the project planning, they are supported by Aukett + Heese as well as RKW architects und Vogt landscape architects.