Factory
Hammerbrooklyn
Member
700+
Building
7.300 sqm
Location
Hammerbrooklyn, Hamburg
Position
Interim Campus Manager
Date
2021-2022
Placemaking
Space concept
Emotionalisation of spaces
Floor-& flow plans
Programming
Hospitality concepts
60+ Events
Community
Curation strategy
78% occupation rate
Placemaking for "The City of the Future" in Hammerbrook
Factory Berlins expansion project started in 2021 in Hamburg Hammerbrook, a new quarter being developed into the "City of the Future".
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The foundation of the building is the US pavillon from the Expo Exhibition in Milan 2015 that was transported and rebuilt in Hammerbrook by Art Invest.
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My team and I took over the project while the campus was still under construction.
We designed the hub identity and branding strategy under consideration of the existing ecosystem in town and the cities cultural identity.
Programming breathes life into empty spaces
After the design phase, I led the programming concept for the new Campus.
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From implementation of a member curation strategy, an Event roadmap, to hiring the community managers and training the new team in community building.
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In the first 6 months we hosted over 60 events and had 78% of the sellable areas sold while the building was still under construction.
Designing a fertile environment for collaboration
The responsibility for me and the team lay in the interior design and operator design phase.
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When designing the spaces we mapped out all stakeholders needs and interests, while rating them in relevance.
In the space we had to anticipate various work modes and atmospheric vibes during the day for the floor plans.
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One of the key aspects in the floor plan design and emotionalisation of spaces was our modularity focus. We used a value-driven approach while maximizing space utilization.
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This, we translated in a contemporary interior design that nurtures creativity and playfulness, while being a representative environment for companies.
We developed the worlds-biggest and innovative work table and placed it in the heart of the community space.
