Potsdam's city center is traffic-calmed
Client
Landeshauptstadt Potsdam
Graphic services
Studio Qrfld
Our services
Development of the communication concept including phase plan, co-editing of communication materials
The challenge
City centers across Europe are undergoing transformation. To consciously shape this transformation for the residents of Potsdam and their numerous visitors, the city councilors of the state capital adopted the concept "Rethinking Street Spaces" in May 2023, following a development process involving public participation.
The aim was to calm traffic in Potsdam's city center by removing parking spaces and reducing the amount of traffic searching for parking, thereby increasing the visibility of owner-operated shops and cafes behind the baroque facades, and providing more space and opportunities for initiatives, student projects, and community-oriented organizations in the heart of the city. Furthermore, alternatives to car traffic were promoted, for example, through bike-sharing stations to complement the already excellent public transportation system.
The challenge, however, remained communication! How could the loss of parking spaces and the gradual changes in the city center be communicated to residents, business owners, and their customers?
Foto: Barbara Plate / LHP
Foto: Brigitta Bungard / Studio Qrfld
The tactic
To achieve the broadest possible public acceptance and participation, as well as to counter rumors, greater clarity was needed regarding the project's goals, measures, and expected benefits. Urban Tactics developed the editorial content in close collaboration with the city of Potsdam, making the overall context of the project and its integration into long-term urban development understandable. The individual measures thus became part of a holistic plan and were more easily understood. Prepared by the design studio Qrfld, this content filled the website, press releases, information panels, and postcards. The communication concept also defined the key target groups, how to reach them, the core messages to be conveyed, and the project narrative.
Urban Tactics, in collaboration with Studio Qrfld, developed the "More City Center for All" campaign for Potsdam, which addresses the "more" in quality of life, exploring the unique characteristics of the streetscapes in Potsdam's city center and the diversity of their users through its numerous variations. And perhaps most importantly: it conveys fun and lightness.
The result
The "More City Center for All" project is currently being continued with further sub-projects. In particular, detailed usage and design proposals are being developed for sections of Lindenstraße, Gutenbergstraße, Mittelstraße, and the square at Jägertor.
Foto: Günter Schlusche
Foto: Brigitta Bungard / Studio Qrfld