SONY CENTER
Challenge
The Sony Center is a 113,000 sqm mixed-use complex located on Postdamer Platz, right in the heart of Berlin’s Mitte district and currently a complex of retail, leisure and residential, joined under its soaring roof.
Approach
Built in the immediate aftermath of the city’s re-unification, the Sony Center represents Berlin’s past and its future and has become a major landmark in the city.
Portland worked with Oxford Properties to help them re-define the Sony Center, an iconic landmark in the centre of Berlin. Our brief was to create a new place brand to convey the new vision.
Results
Our new brand language reflects the Sony Center’s relationship with Berlin - highlighting and magnifying the city’s wonderful vibrancy and fearless desire for colliding culture and experiences.
