Berlin’s dramatic urban reinvention - the mood of a fresh beginning in architecture, in socio-economic structures, the goals and the whole city feel started in 1989. The fall of the Berlin Wall and the reunification of East and West Germany ignited a boom in all parts of life that hardly finds a comparison anywhere in the world. Most obvious was this change in the massive construction of modern buildings all over the city and its contemporary architectural location appearance.
This development was part of the success of the Berlin film industry, that was big in the Twenties, disappeared from the international movie world during the Nazi Regime, and came back to life after Berlin’s reunification in 1989.
Nowadays Berlins modern architectural glass and steel buildings are desired film locations for international Hollywood movies, fashion editorial photo productions, television and commercial campaigns.
Berlin was not only changing its physical appearance, but its new image followed a fresh marketing strategy to attract a different kind of financially potential investors and visitors. All of a sudden Berlin wasn’t just the artists, experimental film makers and night owls enclave anymore - a bit crazy and a bit dirty and a bit poor, but very avant-garde, when that word was still hip.
Fresh image films and advertising campaigns were marketing international film productions and big fashion events featuring Berlin’s iconic architecture. Berlin, the big European city that was over so many decades ignored by big industries because of its uncertain future became suddenly the desired new investment market for Berliners, Germans and the International business world. The biggest business was the re-construction of East Berlins historic buildings that are much desired movie and photo shoot locations and the creative modern high rises on the former dead zone of the Berlin Wall and Potsdamer Platz.
The urban change of Berlin that started in the 1990s is still going on even though the key sites like the new government quarter and the Potsdamer Platz have pretty much reached their final shape because of lack of available grounds. Apart from being the new Mecca for investors, architects and construction companies, Berlin is still the most desired city for the young and not so young open minded city people, for controversal and established artists, new film projects and cultural movements. Berlin’s urban locations are stretching out to the formerly neglected outskirts which have now become part of the city center, and there is no end in sight.