Brand development for what is set to become Munich’s most colourful neighbourhood: The Anders Quartier
Quick Read
OPES Immobilien GmbH operates on behalf of the Heinz Hermann Thiele Family Foundation and, just as Heinz Hermann Thiele once did, is committed to sustainable building practices and the development of timeless properties.
On part of the former Knorr-Bremse production site in Munich, of which Thiele was at times the sole shareholder, a new neighbourhood is to be built over the coming years on the site, which covers more than 5 hectares.
hw.design was commissioned to develop the brand in a holistic manner, thereby helping to give the site a new purpose. Under the name ‘Das Anders Quartier’, a place will emerge which, based on appealing architecture designed by architects including Christoph Ingenhoven and Henning Larsen, creates a high-quality and diverse living environment that places people and their social and professional needs at the centre.
Customer Challenge
The DAS ANDERS neighbourhood deliberately sets out to be different from many other urban neighbourhoods: more colourful, more community-oriented, more diverse. This is where city and country life come together; this is where people live, work, play, access services and celebrate, all in one place. The neighbourhood’s great strength lies in its diversity: in its architecture, in its uses, and in its people. From nursery-age children to elderly residents in care homes – DAS ANDERS offers space for all stages of life and ways of living. The result is a neighbourhood that not only looks different, but also feels different.
Solution
The brand design conveys the positioning through a varied colour scheme, illustrative narratives and a striking layout principle. The logo, too, consists of different typefaces that can be recombined in a variety of ways, thereby forming the basis for the nine building types, each with a different purpose. and their naming conventions. Each building has its own distinct identity within the umbrella brand concept.
More about DAS ANDERS
Insight & Impact
The development of the “Das Anders Quartier” brand concept has also led to the temporary use of the largely undeveloped August 25 site, which will be utilised for around two years. This means that the brand promise of providing people with an inspiring place is already being fulfilled in the period prior to the site’s development and opening. This is a key driver of brand development, as the neighbourhood to the north of Munich’s Olympic Centre has so far been considered one of the less attractive areas. With ‘Das Anders Quartier’, this is set to change in future.
The Rotterdam-based architectural firm ‘MVRDV’, under the direction of ‘this-is-really-happening’, developed the temporary architecture of the ‘Lucky Star’, the centrepiece of the interim use.
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