The voyage to Marieninsel – an award-winning campaign

Marieninsel describes the two office buildings Marienturm and Marienforum in the middle of the Central Banking District of the Main metropolis. The elegant ensemble along Taunusanlage and Mainzer Landstraße is characterized by the timeless exterior that was given to it by Müller Reimann Architekten, Berlin, and the atmospheric interior design that was created by Studio Urquiola around the renowned interior designer Patricia Urquiola, Milan. The aim of the client and the task for acre was to position two buildings and thus two different products and at the same time to tell a symbiotic brand story. What initially seemed contradictory, was combined under the slogan Cultivating work for a differentiated and large-scale marketing campaign for Marieninsel with its two buildings Marienturm and Marienforum.
mehr
  • Type of project
  • Office Highrise and Office buidling
  • Location
  • Frankfurt/Main
  • Client
  • Pecan Development
  • Disciplines
  • Brand strategy, Dachmarkenstrategie, Produktentwicklung, Logo, Project Identity, Bildkonzepte, Supervision Renderingprozesse, Magazingestaltung, Editorial Design, Film, Digital design, Webdesign, digitale Präsentationen, App, Give-aways, Eventkonzeption, Eventmanagement, Anzeigen, Bauzaun, Bauschild, Kletterverschalung, Presse- und Öffentlichkeitsarbeit, Social Media Marketing, Promotion-Aktionen, Messestand

The notion of cultivating, that is refining, formulates the client’s claim to create an aesthetic world of work geared to the well-being of employees. The positioning found its translation in a design language reflecting the identities of both projects – while achieving a stimulating contrast through the choice of typography, colors and materials.

“The space we work in has to take on new qualities of being a home away from home.”
Thomas Müller, Architect Müller Reimann Architekten

The VOYAGE to Marieninsel also marks the title of the magazine series that accompanied the project development process, targeting potential tenants and multipliers. Issue One dealt with the beginning of the journey, staged the project participants and their work on the new landmark and offered first glances behind the scene. Issues Two and Three focused on Marienturm, Marienforum and communicated ambitions and visions of both buildings.

Marketing tools

The image film produced especially for Marieninsel serves as an emotional opener in sales talks. Elegantly, 3D images and real film fuse into a poetic portrait of the core idea behind the project development with a view of the future world of Marieninsel. At the same time, the film is a documentary look at the work of project developer, architect and interior design studio.

Show suite „M-the space“

The show suite of Marieninsel was built around the claim „Cultivating work“. Modern design details were paired with the office charm of the 60s, creating a feel-good space for tenants’ meetings, work meetings and atmospheric events.

Events at Marieninsel

“Marieninsel is an expression of an inner attitude, characterized by comfort, variety and aesthetics. This attitude had to be transported in all disciplines.”
Claudia Winke, Marketing Manager Pecan Development

Already during the construction phase, the Marieninsel attracted attention through its recurrent participation in urban life. With motivational actions during the JP Morgan Chase Challenge, sympathetic neighborhood activities during the construction phase or community events in the showsuite – Marienturm and Marienforum were always talk of town. Special highlights were the milestone events of the construction phase. Both the foundation stone ceremony and the topping-out events were highly attended happenings, in which high interest in both projects and enthusiasm for what was coming anchored in the local market.

Brand message at the construction site