Main Yard is a large-scale urban development in Frankfurt am Main, Germany, a new district that is about to change the face of the city centre. To allow the public to warm up to the project while it is still in the making, a set of measures was put in place, communicating the project as an exciting new brand. A temporary placemaking cosmos established the area as a chilled-out cultural meeting place and delighted more than 200,000 visitors over the course of two years. Anticipation is further heightened through storytelling in social media and via a lively website.
Credits
Client:
ORT Group, Munich, Germany
Design:
APPEL NOWITZKI GmbH, Frankfurt/Main, Germany
Project Team:
ORT Group: René Reif
Joel Reif
Sonja Teichner
Rafael Bossler
APPEL NOWITZKI GmbH: Sarah Krämer (Art Direction)
Anne Julia Nowitzki (Creative Direction)
Ulf Appel (Concept)
Eva Bender (Text)
Jan Winter (Project Management)
Janusch Ertler