SHED — New Work City: Stimulating business environment around Berlin Neukölln's first university

From product concept to groundbreaking to opening: Neukölln oscillates between trendy district and problem district. In order to transform an industrial wasteland into a future-oriented working environment, the concept captures the tension that lies in this dynamic and identifies future users.

Based on this, a flexibly usable architecture with a distinctive identity and brand is created. The special location on the canal is becoming a central product element.

Since then, NGOs and innovative tech companies and grownups have been settling there. And thanks to SRH University with 3,500 students, the district becomes a university location and can increase its competitiveness.

Target Group & Marketing Strategy
Programming
Business Development
Concept Architecture
Identity Building & Branding

SHED combines research and production, health, gastronomy and offices. The concept developed by REALACE for this purpose used the New Work City product methodology. The key components of identity building and branding were of particular importance.