The iconic Alter Wall building ensemble, which has already won numerous awards, receives another significant prize: the Iconic Award for Social Media. In the competition for the best social media communication for architecture, the Hamburg project was able to convince the top-class jury of experts with its competence. Initiated by the German Design Council, the Iconic Award is considered a unique tribute to the most successful architecture and design solutions. The award-winning project focused on attracting fashion influencer Aylin Koenig as a tenant for the Alter Wall, who actively contributes to strengthening the image of the iconic building as a new landmark of Hamburg with her own communicatioWith a range of upscale shopping, inspiring art as well as fine dining, Alte Wall has quickly made a name for itself since its completion. To develop new target groups to visit the strolling boulevard in the heart of the city, the communications and project team decided to approach Aylin Koenig, one of the leading fashion influencers, to convince her to expand her online business into brick-and-mortar retail. The fashion label by Aylin Koenig was founded in 2018 by Aylin Freund and her husband Tobias Freund. With over 700,000 followers, Aylin Koenig belongs to the A-league of the German influencer scene. Although she was not actively looking for a store, she immediately became enthusiastic about Alter Wall and expanded her natural habitat - the online world - with a store of 200 m², which is currently being expanded to 400 m². In contrast to other short-term and paid influencer collaborations, Aylin Koenig is a permanent brand ambassador for the Alte Wall and authentically conveys to her community what is happening locally and what the boulevard stands for. She shows her fashion in her store, visits the Bucerius Kunst Forum and can often be found at Wallter's - in line with the triad "Fine Arts. Fine Shopping. Fine Dining." This unique cooperation represents a long-term strategy in the areas of marketing, PR and social media.
"The entire team at Alter Wall is delighted about this special award because it also reflects the special nature of our communication. On the one hand, we are building Alte Wall into a must-see building brand, but on the other hand, we are generating business and new unique rental constellations through the smart combination of architecture and communication," says Martin Wolfrat, Hamburg branch manager at Art-Invest Real Estate.
