Concept and executive creative direction on the agency side

Site activation, exhibition concept, temporary use concept, planning and implementation

Signa’s plans to modernize the Hermannplatz department store in Berlin were met with public skepticism. The task was to make the project transparent, open up dialogue, and create visible forms of participation for local residents.

The site’s future could only be made plausible by reconnecting it to its past. This was not about introducing something alien. It was about restoring Hermannplatz as a neighborhood anchor and rethinking it for contemporary urban life.

Two activation concepts were developed and delivered within six weeks. The exhibition Kiezgestein: 90 Years of Karstadt at Hermannplatz turned the store itself into a large-scale storytelling space built from photographs, artifacts, and eyewitness accounts. At the same time, the HRMNNBOX transformed the former parking lot into a place for public conversations, neighborhood events, and temporary community use.