Rather than negotiate planning, design, uses and commercial viability separately, we brought them together around one idea: positioning the development as a property brand and the heart of Jugendstilpark. A mixed-use property became a centre for the district, bringing living, working, shopping and everyday life together. A public square, arcades and a restaurant terrace facing the greenery create places for neighbours to meet. Working closely with the city’s planning department, design advisory board, political representatives and economic development team, we developed a proposal that all parties could support, including a tenant mix suited to its surroundings. Quartier 5 became Q5 im Jugendstilpark. We developed the creative direction together with Grünewald Design. This led to the neighbourhood logo, a signage concept giving all tenants a clear design framework, and a wayfinding system connecting the underground car park with the district. For the retail and restaurant lettings, we developed a property brochure and marketing materials that tell the story of Q5 as a brand.