A new business campus
With RAW, a new business campus is taking shape in Frankfurt on the site of the former German Federal Railways headquarters. It is a building with a large volume and a complex structure that offers unique marketing opportunities thanks to its design diversity.
The challenge was to convey the potential of this existing property in a way that didn’t require explanation but could be experienced firsthand.
“RAW – MAKE IT YOURS!” was a real estate event designed to do just that.
A Home You Can Experience
The RAW was not staged, but rather structured in a way that allowed visitors to experience it firsthand:
Through a clearly choreographed route, guided tours, and a curated experiential journey featuring various interactive elements, visitors gradually came to understand the building’s logic. Proportions, spatial depths, and accessibility became immediately tangible, while exemplary office floors and various usage scenarios translated the architectural qualities into concrete work environments. Strategic content placement linked these impressions to clear leasing arguments.
This created a sense of orientation and transformed abstract spaces into a marketable offering.
Architectural Presentation
In the final setting, the spatial perception shifted.
A dinner served as the dramatic highlight of the evening. A precisely choreographed lighting design revealed the architectural structures in all their glory for the first time and gave the building a new presence. The RAW, which had previously been explored analytically, was now imbued with atmosphere and could be experienced as a place with character and identity.
As a result, the Business Campus was not only understood but also emotionally anchored.
The RAW was positioned in the Frankfurt market as a future-proof business campus. Real estate agents experienced the property’s practical utility firsthand and were able to identify its potential immediately. The combination of spatial exploration, clearly structured communication, and targeted presentation created a solid foundation for marketing.
We were fully responsible for the concept, dramaturgy, spatial staging, as well as the planning and execution of the real estate event.
Contact us!
Want to work with us to turn your brand into an experience? Then we’re here for you! We bring your brand to life and make it an experience – through authentic interaction, digital enhancements, and meaningful, emotional moments that stick in people’s minds.