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Brand Experience for The Center’s 25th Anniversary

Das Center 25th Anniversary

Event
Campaign
Strategy

The Center at Potsdamer Platz, formerly the Sony Center, is one of Berlin’s most recognizable architectural landmarks. For its 25th anniversary, we developed a month-long creative concept that combined brand experience, placemaking and spatial design. At its core were oversized inflatable Tiergarten Creatures—characters inspired by local animals and expanded with imaginative fantasy beings. They transformed the Center into a friendly, playful environment that encouraged exploration, interaction and shareable moments. Workshops, performances and a city-wide campaign brought the anniversary to life both on site and across Berlin.

Strategy: We developed an immersive activation and experience concept centered around oversized inflatable character figures called the Tiergarten Creatures. Their design draws on real animals from the nearby Tiergarten such as bees and dogs and extends them with imaginative creatures like purple panda bears. All figures were created to be friendly, inviting and highly photogenic. Together, they formed the core of a placemaking approach that transformed the Center into a lively experiential landscape. Weekly workshops, performances and additional activations ensured continuous engagement. A city-wide out-of-home campaign using HYGH screens, wild posters and Berliner Fenster amplified visibility across Berlin. For the visual execution of the figures, we collaborated with artist Mr. Kaplin during implementation.

Solution: The creative concept and experience design we developed turned The Center into a vibrant imaginative world for an entire month. The Tiergarten Creatures became the visual heart of the anniversary and a strong anchor for the entire campaign design. Visitors interacted with the characters, took photos and participated in workshops and activities. We also created a key visual that unified campaign elements, spatial design and communication, giving the anniversary a clear and cohesive identity.

Client:

Das Center am Potsdamer Platz

Location:

Berlin

Services:

Design, Event Management, Photography, Art Direction

Year:

2025

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Large purple inflatable panda at Das Center am Potsdamer Platz Berlin, created as part of an Event Design and Brand Experience by a Creative Agency.
Large purple inflatable panda at Das Center am Potsdamer Platz Berlin, created as part of an Event Design and Brand Experience by a Creative Agency.
Turquoise inflatable cat positioned by a building facade at Das Center am Potsdamer Platz Berlin, designed for a Creative Agency’s Event Design activation.
Large purple inflatable panda at Das Center am Potsdamer Platz Berlin, created as part of an Event Design and Brand Experience by a Creative Agency.
Turquoise inflatable cat positioned by a building facade at Das Center am Potsdamer Platz Berlin, designed for a Creative Agency’s Event Design activation.
Large purple inflatable panda at Das Center am Potsdamer Platz Berlin, created as part of an Event Design and Brand Experience by a Creative Agency.
Turquoise inflatable cat positioned by a building facade at Das Center am Potsdamer Platz Berlin, designed for a Creative Agency’s Event Design activation.
White inflatable dog at Das Center am Potsdamer Platz with water features, part of a Creative Agency’s Brand Experience and Spatial Design.
White inflatable dog at Das Center am Potsdamer Platz with water features, part of a Creative Agency’s Brand Experience and Spatial Design.
White inflatable dog at Das Center am Potsdamer Platz with water features, part of a Creative Agency’s Brand Experience and Spatial Design.
White inflatable dog at Das Center am Potsdamer Platz with water features, part of a Creative Agency’s Brand Experience and Spatial Design.
Inflatable bee hanging above the KERB food hall, designed by a Creative Agency for a Brand Experience.
Inflatable bee hanging above the KERB food hall, designed by a Creative Agency for a Brand Experience.
Purple inflatable monkey at Das Center am Potsdamer Platz, part of a Creative Agency’s Spatial Design and Event Experienc
Inflatable purple and red characters across a public plaza, created for an Event Design and Brand Experience.
Inflatable bee hanging above the KERB food hall, designed by a Creative Agency for a Brand Experience.
Purple inflatable monkey at Das Center am Potsdamer Platz, part of a Creative Agency’s Spatial Design and Event Experienc
Inflatable purple and red characters across a public plaza, created for an Event Design and Brand Experience.
Inflatable bee hanging above the KERB food hall, designed by a Creative Agency for a Brand Experience.
Purple inflatable monkey at Das Center am Potsdamer Platz, part of a Creative Agency’s Spatial Design and Event Experienc
Orange inflatable bee above the food hall entrance, produced for an Event Design project by a Creative Agency.
Orange inflatable bee above the food hall entrance, produced for an Event Design project by a Creative Agency.
Large red inflatable fox in a modern plaza, showcasing Creative Agency Event Design and Brand Activation.
Orange inflatable bee above the food hall entrance, produced for an Event Design project by a Creative Agency.
Large red inflatable fox in a modern plaza, showcasing Creative Agency Event Design and Brand Activation.
Orange inflatable bee above the food hall entrance, produced for an Event Design project by a Creative Agency.
Large red inflatable fox in a modern plaza, showcasing Creative Agency Event Design and Brand Activation.
People crafting animal masks at an outdoor workshop, produced by a Design Agency for Creative Event Activation.
People crafting animal masks at an outdoor workshop, produced by a Design Agency for Creative Event Activation.
People crafting animal masks at an outdoor workshop, produced by a Design Agency for Creative Event Activation.
People crafting animal masks at an outdoor workshop, produced by a Design Agency for Creative Event Activation.
Child wearing a handmade animal mask during a Creative Agency’s Event Design workshop.
Child wearing a handmade animal mask during a Creative Agency’s Event Design workshop.
Urban Art Tiermasken Workshop sign at Das Center am Potsdamer Platz, photographed for Creative Agency Event Design and Brand Activation.
Child wearing a handmade animal mask during a Creative Agency’s Event Design workshop.
Urban Art Tiermasken Workshop sign at Das Center am Potsdamer Platz, photographed for Creative Agency Event Design and Brand Activation.
Child wearing a handmade animal mask during a Creative Agency’s Event Design workshop.
Urban Art Tiermasken Workshop sign at Das Center am Potsdamer Platz, photographed for Creative Agency Event Design and Brand Activation.
Community drum circle in front of inflatable dog installation at Das Center am Potsdamer Platz, produced as an Event Design activation.
Community drum circle in front of inflatable dog installation at Das Center am Potsdamer Platz, produced as an Event Design activation.
Community drum circle in front of inflatable dog installation at Das Center am Potsdamer Platz, produced as an Event Design activation.
Community drum circle in front of inflatable dog installation at Das Center am Potsdamer Platz, produced as an Event Design activation.
Drumming group performing at Das Center am Potsdamer Platz, captured for Creative Agency Event Design and Live Brand Experiences.
Drumming group performing at Das Center am Potsdamer Platz, captured for Creative Agency Event Design and Live Brand Experiences.
Modern building facade at Das Center am Potsdamer Platz with large turquoise inflatable character, part of a Creative Agency Event Design installation.
Drumming group performing at Das Center am Potsdamer Platz, captured for Creative Agency Event Design and Live Brand Experiences.
Modern building facade at Das Center am Potsdamer Platz with large turquoise inflatable character, part of a Creative Agency Event Design installation.
Drumming group performing at Das Center am Potsdamer Platz, captured for Creative Agency Event Design and Live Brand Experiences.
Modern building facade at Das Center am Potsdamer Platz with large turquoise inflatable character, part of a Creative Agency Event Design installation.

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