BE BERLIN CITYSTORE
Berlin is “THE place to be“: Not only Berliners do know that but the international creative scene, too. In 2008, the campaign “BeBerlin” was launched under the patronage of Mayor Klaus Wowereit and has been promoting the German capital since then. From May to October 2009, a “BeBerlin City Store was organized as part of the campaign. Under the artistic direction of TU lecturer Charlotte Tamschick six students of the master class stage design/scenograpphy at Technical University Berlin created the store’s concept and realized it in cooperation with the agency 3Dmedienservice.
Lecturer: Charlotte Tamschick
In just four weeks and with a very small budget, the students managed to come up with an exciting concept that turned the rather bleak room into an inspiring space. The concept for “BeBerlin City Store“ picked up on the shopping addiction of Berlin’s hip Mitte district and presented it in an humorous and entertaining way.
The store didn’t display expensive products in a glossy surrounding but told people’s personal stories and integrated them into an artistic environment that invited visitors to play with them.
For this concept the TU team won the 2009 Golden ADAM Award for best branding performance, surprisingly beating other renowned scenography agencies. The jury spoke of the concept very highly: “It’s a charming low budget project reaching out to the people with sympathy and a wink. At the same time it dismisses elitist elements and differs profoundly from other image campaigns that are replaceable and random. This store is like a declaration of love for the famous Berlin flair.”
Technical University Berlin
master class stage design / scenography
Franziska Fuchs, Anke Gänz, Cäcilia Gernand, Katarina Karaoglani, Susanne Ruppert and Janna Schaar.