Honored: Munich-based district Forum Schwanthalerhöhe wins this year’s immobilienmanager Award

For the newly developed mall, the Schwitzke Group has created a strong storytelling inspired by classicism that can be experienced throughout the interior design and mall branding.

Every year, the award that is given by Immobilien Manager Verlag honors the best projects, deals, services and heads in the real estate business. Since 27 February, also the latest mall project from Schwitzke is part of them. Forum Schwanthalerhöhe won the immobilienmanager-Award 2020 in the category „Project Development Existing Property“. Our client HBB Hanseatische Betreuungs- und Beteiligungsgesellschaft is responsible for the revitalization of property close to Theresienwiese in Munich, which is why we congratulate for this award.

Distributed over more than 25,000 square meters and a total of three floors, the mall that opened in June 2019 combines brand stores from the fields of fashion, technology, sports and food as well as catering, service and co-working spaces. The Dusseldorf-based Schwitzke Group developed a strong brand identity for the location inspired by classicism, which is expressed in the overall design language as well as the interior design of the mall.

Brand Story & Mall Branding
Schwitzke ID

Architektur
Schwitzke & Partner

Projektentwicklung
HBB

The idea was to create a clear and noticeable brand language with a strong connection to the location, wherever the DNA of the center was reflected.

The aim was to create a space with personality that strongly references the city as well as providing a creative link throughout the entire mall. The idea was that there should be a clear and noticeable brand language wherever the DNA of the center was reflected – for example in airspaces and ceiling areas, seating lounges or lift anterooms, co-working and catering areas as well as customer toilets.

For the brand identity as well as the branding of the center, the designers of Schwitzke ID were inspired by Schwanthaler’s artistic work and stylistic era. Sculptures, etchings and drawings have been interpreted in a contemporary way and assembled into graphic collages.

The interior architecture developed by Schwitzke & Partner in close cooperation with the RKW Architektur + office takes up the classicism with its clear lines, simple furniture designs and noble materials. For example, the architects chose restrained porcelain stoneware in quartz and terrazzo look combined with dark marble. In addition, the architects developed the design and furnishing of the catering area and the co-working space in the basement as well as the lounge areas.

Forum Schwanthalerhöhe, Munich

Forum Schwanthalerhöhe, Munich

Forum Schwanthalerhöhe, Munich

Forum Schwanthalerhöhe, Munich

Forum Schwanthalerhöhe, Munich