- From building brand to public brand leads to success
- Digital social strategy focuses on the people in and around the Kö-Bogen
In the competition for one of Germany's biggest brand prizes, the German Brand Award, the Düsseldorf project was able to convince the top-class jury of experts with its brand competence and came out on top in Berlin. Initiated by the German Design Council, the German Brand Award is regarded as a unique tribute to the most successful German brands and brand builders.
With its future location in the center of the Rhine metropolis Düsseldorf and its cityscape-defining silhouette, the Kö-Bogen has already become an architectural icon far beyond the borders of the state capital. As part of the "German Brand Awards 2022," star architect Daniel Libeskind's Kö-Bogen was now able to prove its position as a lifestyle building brand to a top-class panel of experts - and with double success: in addition to the award for "Excellence in Brand Strategy and Creation," it also received the additional award for "Lighthouse Project of the Year. The award was for the digital content strategy at the Kö-Bogen: From Building Brand to Audience Brand. The brand communication shows the modern landmark from its human side: The focus is on visitors and employees; the people are the storytellers. Whether it's a photo shoot with the building technician, tenants, influencers, tourists, Düsseldorfers, celebrities or visitors - social PR boosts reach and the conversion rate. The online presence of the Kö-Bogen architectural complex underwent a complete relaunch in 2021, with visitor services and news as emotional frequency drivers.
Since 2013, the Kö-Bogen has developed into a popular location in the heart of the city. Numerous regular event formats have also actively contributed to this, for example dance and music events, a dedicated after-work format, readings at the bookcase in cooperation with the Literaturbüro NRW, free architectural tours that are also very popular far beyond the city limits, or brand cooperations in the surrounding areas. The active use of the area and intensive tenant support - tenants include Apple, Breuninger, Boston Consulting Group, Porsche Design, Joop!, Miele and Windsor - have led to a noticeably high level of tenant satisfaction, rapid re-letting and high occupancy rates. Responsible for brand management and social media on the agency side is the lead agency PR+press agency Textschwester, which has been managing the project since 2010.