For Karstadt we have worked on the connection of marketing and architecture. The aim was to transport the brand experience by architecture. The shift from consuming to experience is a new demand in retail-architecture. Customers have a brand conscience basing on advertisement and an expectation of experience. These expectations have to be fulfilled by architecture, too.

updated Karstadt (Müllerstrasse) seen from across the street

updated Karstadt (Turmstrasse) seen from across the street

We investigated possible strategies for two different dependences: a modernist building in the Turmstrasse in Berlin-Moabit and a more expressive one from the eighties in the Müllerstraße in Berlin-Wedding. Both are situated in a mixed neighbourhood and both need face-lifting in the near future. Their facades have to communicate the brand Karstadt and at the same time concentrate the customers´ focus inside.