Advertising, wayfinding and information system for the Freizeit Forum Marzahn Berlin
The Freizeit Forum Marzahn (FFM) is located in the Berlin district of Marzahn-Hellersdorf at the northeastern entrance to the Marzahner Promenade. It was planned and built as the geographical and social center of the large housing estate in the 1980s.
The Marzahn Promenade is considered one of the most ambitious large-scale projects of socialist urban development. The urban ensemble is the functional heart of Marzahn and is characterized by special value in architecture, uses and art in public space. The Freizeit Forum Marzahn is a solitary building and the design highlight of the promenade.
In retrospect, a dramatic loss of function of the Marzahner Promenade shopping street set in after reunification due to the changed social and economic conditions and not least due to the construction of a shopping center, which has been counteracted since 2008 by the „Active Centers“ development program. The history of the Marzahner Promenade is eventful, but it has been able to maintain its position until today. The Marzahner Promenade was conceived as an urban introvert. The pedestrian zone with stores, the final square situation at the FFM and the main access itself are traffic-calmed and turned away from the major traffic flows. This is one of the reasons why the introverted location with a high quality of stay stands in the way of an effective advertising positioning in the urban space. (from tender Concept development for an advertising, wayfinding and information system in and at the Freizeitforum Marzahn 15.01.16)
The Freizeitforum Marzahn is a focal point of the measures. It is a cultural and sporting hub that is highly frequented. It is a social center that has an impact far beyond the district. In terms of urban development and function, it stands as a non-commercial and cultural antipole to the shopping center. Poor orientation and the confusion of the offers began to weaken the potential and the market position.
The interior of the building was cleansed of advertising and communicating uncontrolled growth in several steps. First, an ad hoc signage system was developed that was temporarily installed in the phase before the building’s energy renovation. After the renovation of the foyers, it was adopted as a permanent guidance system. At the same time, the print advertising of approx. 20 suppliers was arranged. Since the foyers cannot offer walls due to the architectural structure, display cases for posters and flyers were grouped as sleeves around supports. Some of the showcases are assigned to functional areas. At the same time, these showcases contain verbal signposting and provide an entry point to the guidance system. Access doors to the individual functions were given a uniform appearance.
For the presentation of the house, a robust digital element was developed that, with two monitors, presents the events of the house in addition to its own presentation and invites to events or breaks with videos and films.The elements planned for the exterior did not come to fruition.
Services
Concept signage for the interior and exterior
Realization interim system
Realization concept interior
Client
District Office Marzahn-Hellersdorf of Berlin
GSE-gGmbH (Owner’s Representative and Operator)
Procedure
VgV procedure, award
Bid procedure with conception.
Planning
Beate Kling GmbH
Collaboration: Katharina Zettl, Thomas Uhlig
Media technology: Thomnet Media Engineering
BGF
approx. 17,000 m²
Realization period
Conception 2016
Realization interim system signaling 09 / 2016 – 12 / 2016
Realization conception interior 2016 – 2019.
Visualizations
Thomas Uhlig
Publication
