BID Ku'Damm Tauentzien
Client
Dan Pearlman
For
Business Improvement District Ku'Damm Tauentzien, Berlin
Our services
Management of the baseline survey and participation formats for the brand development “BLVD KU'DAMM”
The challenge
In 2018, the property owners of the retail spaces on Berlin's busiest shopping street joined forces to form a "Business Improvement District" (BID) in order to prepare the location for the future. One of the measures being taken by the Ku'damm Tauentzien BID is to create a distinctive identity through a shared brand. This brand aims to represent Berlin's most famous shopping street not only as an (international) experiential brand, but also as a vibrant place to live for Berliners.
The tactic
urban tactics founder Simon Wöhr took on the role of Senior Strategist for the commissioned agency Dan Pearlman, managing the participatory formats and conducting the baseline data collection. In addition to an intensive study of the location and a comprehensive benchmark analysis of comparable Berlin, German, and international locations, he conceived and led the project's participatory formats.
The result
Under the motto "Dream Your City," a tiny house toured the BID area for over a month, surveying more than 1,500 passersby through visual dialogues. Simon Wöhr also conceived and implemented digital media (website, online survey tool, social media), some of which were commissioned directly by the BID Ku'damm Tauentzien later in the project. This resulted in a rich pool of qualitative and quantitative insights that served as the basis for the subsequent brand development process, including corporate design and spatial design elements (new flowerbed design, new seating and lounge areas, campaign on Berlin buses, etc.).
Photos: dan pearlman