Boulevard Berlin: Schickes B!
Winner
Excellent Brands
Real Estate & Property
Details
With over 60 malls and overwhelming online shopping competition, Berlin's shopping centres are facing fierce competition. The "Boulevard Berlin" on Schlossstraße in Steglitz is responding with an offensive: More attractiveness! New tenants! More offices! More experience! A brand relaunch is part of it: Berlin, known as "Dickes B" since the Seeed song, becomes "Schickes B" at Boulevard Berlin: The communicative relaunch stages the Boulevard B as the centre of life. As befits a boulevard.
The Jury‘s Statement
With "Schickes B!" the shopping center Boulevard Berlin stages a brand communication that attracts positive attention in urban space. Thanks to the clever combination of everyday life and culture, shopping and experience, Boulevard Berlin presents itself as a lively promenade that becomes the social hub of the capital. The "B" becomes the pivotal point of communication, figuratively and linguistically - from "Chic B" to "Love B". With a wide variety of colours and a visual world that puts people in the spotlight, it is possible to create a distinctive identity. The diversity of Berlin and a welcoming atmosphere for visitors of all ages included. The creative implementation of the B concept sets new impulses in the real estate and retail sector.
