The name ’Friedrichstraße’ carries the sound of Berlin’s roaring 1920s. When the rise of online shopping unfolded its destructive potential, the shopping street couldn’t keep up with the glamour of the past.
We created a branding and a campaign for for Berlin’s famous street. A photo series photoshoot by Peter Rigaud added the necessary Berlin vibes.
A series of events reminded Berlin of its forgotten street. Take-away poster-newspapers anchored it on the kitchen walls of shared flats across the city.
→ ‘Berlin liegt an der Friedrichstraße’ brings gravity back to the main street. It connects to a new collective sense of community. It offers urban identity for a generation that is looking for a way out of digital loopholes.
