Das Center Am Potsdamer Platz, Berlin

One iconic roof. Endless experiences.

Partners

Oxford Properties

Expertise

Place Strategy

Rebrand

Website

Leasing Tools

Environmental

Events Strategy

Community Engagement

Performance Marketing

Organic Social

About

An iconic Berlin landmark, the Sony Center had become better known for its famous roof than for what happened beneath it. Still a major tourist attraction, it had long lost relevance among locals.

Working alongside Oxford Properties, we created a new, overarching place brand inspired by Berlin's subcultures, as well as an events strategy and campaigns to support Das Center's transformation into a world-class office, leisure and retail destination for locals and tourists alike.

People gather in a modern, illuminated urban plaza with glass buildings, shops, food stalls, and a curved translucent roof overhead at night. Some sit on benches; others walk or talk.

A grid of modern marketing slides featuring bold text, photos of people, landscapes, and abstract graphics related to parks, community, and amenities.

Infographic highlighting Berlin’s diversity, cultural capital status, and happiness, with statistics about green spaces, population, museums, galleries, and trees on a red and white background.

Four colourful tablet screens display promotional graphics for Fitness Zone, Rooftop, Entertainment & Arts, and Winebar venues, each with themed images and bold text overlays.

A grid of colourful social media posts featuring images and text about wellbeing, fitness, nature, workspace, and community activities.

Six slides showcase various entertainment, gaming, workspace, and fitness venues with photos, graphics, and captions highlighting modern technology and vibrant environments.

Collage of six slides showcasing Microsoft branding and urban scenes in Berlin, including modern architecture, people, the Brandenburg Gate, and icons representing transport and technology.

An icon reimagined

Establishing a more authentic connection between this 90s landmark and the local population was vital as Das Center transformed into an enriching workplace, culture, entertainment and retail destination. With this in mind, contemporary collage illustrations sit at the heart of the new identity, inspired by Berlin’s infamous subcultures and reinterpreted into something distinctive, energetic, and true to the city.

Three posters on a pavement promote Christmas events, food waste initiatives, and a festive market at The Centre, with trees and sunlight in the background.

A hoarding shows a tennis player in action on a clay court with the text Feel the energy and event details; a person in a teal coat walks past.

A hand holds a mobile displaying a social media post for Berlin Pride on 28 June, featuring a colourful performer in reflective sunglasses and an orange outfit under a bright sky.

Two tablet screens display Nike-themed digital slides; one features a trainer with text, the other shows a grid of six images highlighting various sports and lifestyle activities.

All under one famous roof

The new brand also celebrates Das Center’s most distinctive feature: the iconic roof. Crafting the original logo, its expanded form creates a flexible framework to be filled with a world of ever evolving experiences.