Shaping cities, shaping identities
Quick Read
How does a long-established real estate company like the Jost Hurler Group approach the challenge of redefining an entire neighbourhood — especially in a location of historic significance for the company in Munich? Ideally, by using the opportunity to articulate its own vision of future urban living spaces, and then realising it exactly as planned. Just like at Schwabinger Tor: nine buildings, a five-star hotel, and a horizontally mixed use of retail, office space, residential units — and artists’ studios.
Customer Challenge
New neighbourhoods are springing up all over the major cities. It is not easy to integrate them into established urban structures, to make them accessible to people, and to develop a guiding principle that is more than just words in a strategy document. “Making the best of its time” — was the quality standard defined in the very first branding workshop for the future neighbourhood. It remained the guiding principle for the entire development. To this day.
Solution
Schwabinger Tor was like a blank book. It offered space for countless stories. Those stories quickly began to take shape. We therefore designed the Schwabinger Tor brand to be open, inspiring, and high-quality, with a consistent brand experience — from website and magazine to a premium book publication documenting the construction phase.
Insight & Impact
A stylistic line as a stage for the key messages of Schwabinger Tor. The symbol of the stage as a defining feature of the neighbourhood. This is where living and working take place, where new ideas flourish, and where art, culture and innovation are showcased. With the image of the stage, we have created a dynamic, distinctive, unifying semantic and visual framework.
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Frank Wagner
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