Bolevard Of Stars Design & Branding BOULEVARD OF STARS by Art+com Berlin, Graft

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BOULEVARD OF STARS

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Industry Destinations (Countries & Places)
Media Design & Branding
Market Germany
Agency Art+com Berlin
Creative Director Prof. Joachim Sauter
Art Director Katina Sostmann, Hermann Klöckner
Designer Eva Offenberg, Simon Häcker
Agency Graft
Released September 2010

Credits & Description

Category: Public Spaces
Advertiser: BOULEVARD OF STARS
Product/Service: MEMORIAL
Agency: ART+COM
Agency: GRAFT
Date of First Appearance: Sep 10 2010
Entrant Company: ART+COM, Berlin, GERMANY
Creative Director: Joachim Sauter (ART+COM)
Art Director: Hermann Klöckner (ART+COM)
Art Director: Katina Sostmann (ART+COM)
Designer: Eva Offenberg (ART+COM)
Designer: Simon Häcker (ART+COM)
Project Manager: Regina Tetens (ART+COM)
Intern Design: Marcus Dilger (ART+COM)
Architect: Lars Krückeberg (GRAFT)
Architect: Arvid Wölfel (GRAFT)
Media placement: Permanent staging in urban space - Potsdamer Straße, Berlin, Germany - 10.09.2010

Describe the brief from the client
Ever since pictures were brought into motion, Berlin has been one of Europe’s most important movie capitals. Now Berlin wanted to honour personalities who have made a major contribution to German cinema. Thus the Berlin Senate invited several international design offices to submit drafts of how to reorganise the central reservation of Potsdamer Straße (a previously unused area in the touristic city centre of Berlin) into the Boulevard of Stars.

Describe the challenges and key objectives
The intention was to create more than a dead monument. In demand was a landmark that offers an experience to remember, that allows visitors to encounter their stars and promotes interaction with the ‘stars’ and dialogue between visitors.
The main challenges for the design of the Boulevard of Stars result from the public situation: the staging has to be weather proof and vandal proof. And it is crucial that visitors understand easily how to use the interactive elements and feel encouraged to do so.

Describe how you arrived at the final design
To go beyond the lining up of memento objects, an integrated staging was developed. It derives from the moment at which film creators present their work to the public and fans are able to get closer - walking across the red carpet before the premiere starts. The four key elements of a film premiere are translated into urban space: Red asphalt carpet, brass stars representing the personalities, spotlights and cameras pointing at the stars. Through the view of the abstracted cameras, visitors see the personality standing as a hologram on his/her brass star and can have a photo taken with them.

Give some indication of how successful the outcome was in the market
It has drawn huge crowds and become a must-see attraction for visitors to Berlin.