Brand refresh and optimized communication concept for "das Schloss" in Berlin

“das Schloss” in Berlin’s Steglitz district – managed by VÖLKEL since the end of 2018 – is a shopping center built in 2006 with three retail levels and various office and practice spaces. “das Schloss” is characterized by numerous special features – the exterior and interior architecture is a real eye-catcher, the Steglitz town hall is directly integrated and the mall impresses with an animated panoramic sky on the ceiling.

In addition to other centers and a large number of retailers on Schloßstraße, “das Schloss” is one of Berliners’ favorite shopping destinations in the wider Steglitz area.

Due to market changes in terms of consumer behavior and the dynamic developments on Schlossstrasse and in Berlin, VÖLKEL carried out extensive research and analysis for “das Schloss” in order to optimize the center’s branding and clearly highlight its strategic positioning after many years of a persistent but outdated communication concept.

After extensive customer surveys and in close cooperation with a branding marketing agency from Hamburg, a revised brand and communication concept was developed to address the right target groups with selected brand messages in a media mix focused on “the castle”. Strategic considerations regarding the current and future branch mix and brand mix in the center were also taken into account.

Since the beginning of 2023, “das Schloss” has had a new visual identity – across all communication channels. VÖLKEL also relies on special local marketing campaigns. The overriding aim is always to ENJOY visitors in a unique atmosphere and a varied and service-rich shopping and experience world.

At the same time, a new furniture concept was implemented in the mall with numerous seating units as well as lockers and waste garbage cans with a separation system, which picks up on the colors, shapes and materials of the surroundings and invites people to linger longer.