Real estate brands

Strategically applied product diversity

The architects' initial idea consisted of
creating "exclusive living space in
Berlin Dahlem". CENTACON did not
consider this approach to be feasible,
as there was a huge gap between
this claim and the living environment
of the existing tenants in the complex.


Based on a systematic market analysis
(assessment of target groups, competition,
sales potential) in cooperation with
Dr. Hettenbach, IIB Institut, Centacon
GmbH developed the idea of "quarters",
and positioning of the first Family
Residential Park in Germany. However,
the people who should want to live
here should not only be young families
within the generally accepted meaning
of the term, but persons in all phases
of life - i.e.: all generations. The intention
was not to create a monostructure,
but to offer product diversity in line
with the various living environments.
Thus, six different product types were
developed, equipped with a total of
four individual lines which were even
demonstrated in show flats.


Individuality has also top priority
as regards the new buildings to be
created in the course of the gentle
subsequent consolidation of the area.
City houses, semi-detached houses
and penthouses - by adding new
storeys to existing buildings - will
be created.


In addition to product development,
Centacon is responsible for branding
and for the development and
coordination of the marketing concept
for the "park quarter" Parkviertel Dahlem.