commercial renovation/
redevelopment
International Property Award Application
Category: Commercial Renovation/Redevelopment
+49 30 42 26 81 11
info@moritzgruppe.com
www.moritzgruppe.com
Moritz Gruppe GmbH
PalisadenstraSSe 40
10243 Berlin
Germany
A Overview
A Overview
In 2008, dirk moritz visionary and founder of the berlin real estate and Project development group ‚moritz gruppe‘ tracked down
a true piece of real estate treasure: a semi-derelict cabaret theatre from 1905 in a rear courtyard of berlin‘s centre borough, mitte.
for almost 80 years the theatre had lain in a sleeping beauty-like
slumber. the entertainment venue was originally known as ‚fritz
schmidt’s restaurant und festsäle‘ (‚fritz schmidt’s restaurant
and dance Hall‘) and typified the golden age of berlin‘s roaring
1920‘s. after a swap in ownership in 1919, the club became known
as ‚Kolibri festsäle‘ (‚the Humming bird dance Hall‘). It was one of
the many cabaret locales in an area that was once fondly referred
to as the latin Quarter. there are no records after 1934, when it appears that the theatre hall fell into oblivion. In the 1950‘s a portion
of the garden house was used as a black smiths workshop. only through years of tireless research, with the support of historians and
worldwide specialists, could the history of the building be brought
1905
to light. In the summer of 2011, after the buildings clean out, the
property in gartenstrasse was finally ready for the next phase of
its development as ‚the secret garden‘. the building is now to be
extensively renovated, so that it can once again have a purpose. the
aim is to create a very special atmosphere with the feel of the original use combined with the modern berlin as the interplay of past
and present. rich in history, the city of berlin is undergoing continual development, which links the past with the contemporary and
the future in a way that perhaps no other city in the world can. this
interplay of past and present is reflected very clearly in the secret
garden‘s architecture and function. In this continually developing
city the building echoes what it means to live in this unique time.
the existing building and its structure tell the prominent berlin
story of the ‚roaring 20s‘, while new materials, renovation and state of the art technology creates something new and valuable without forgetting its roots. therefore chosen design elements reflect
2008
the zeitgeist, which allows today’s technical innovation, and shows
how old and new can harmonize with each other conceptually. these combined elements also warrant the sophisticated combined
usage of the building, with its history as a public place and its future as an innovative residential area and events venue.
2015
A Overview
2011 Inventory
B Location
B Location
tHe „secret garden“ refers to tHe rear
buIldIng of tHe number 6 gartenstrasse
10115 In berlIn‘s mItte.
Vogelhäuser
birdhouses
Eingang EG
entrance
Müllbox
Hubplattform
rubbish
cargo lift
Haupteingang
main entrance
Fahrräder
bike stands
Aufstellfläche Feuerwehr (Leiter)
fire escape route
Fahrradraum
Zuwegung
access
bike storage
B Location
Mitte is an urban district of Berlin and it is an area of historical significance. Mitte is the former centre of the East German capital and
includes such historically significant sites as former city centres of
old Berlin, the Brandenburg Gate, Unter den Linden, the Humboldt
University, Museum Island and the Television Tower. Mitte is home
to many ministries; the Federal German Republic, the Berlin Senate which is located in the Roten Rathaus (The Red Council Chambers) and the Berlin House of Representatives in the Prussian State
Parliament. There are also countless embassies in this part of the
city. Mitte is therefore one of the most desired and expensive living
areas in Berlin with countless cafes, bars, restaurants, shopping
areas, cultural treasures and tourist attractions. Each year Mitte
attracts many new inhabitants as well as millions of tourists to the
heart of the German capital.
Gartenstrasse lies in the historically significant Oranienburger
neighbourhood, between the former Hamburger and Rosenthaler
Gate. It reflects so much of Berlin‘s history, from the 1800‘s up until
today. For example in early industrialisation, the eventual rise of
the ‚Latin Quarter‘ as an entertainment area in the 1920‘s, as well
as bordering of the wall in the GDR era. This location is rich in public facilities and is unusually leafy and green. Many of the buildings
in the area are also heritage listed.
The ‚Secret Garden‘ is located in the centre of Berlin and is in one of
the most beloved neighbourhoods with direct connections to public
transport (Under and over ground train, Tram and Bus) and many
delicious gourmet restaurants and cultural attractions, as well as
the many wonderful shopping districts. Reflecting on the architecture, the area presiding about Gartenstrasse. 6 is known for its
many different building styles and is not known for its uniform ap-
pearance. Rear courtyards have now been cleaned out and renovated, building designer houses in the wake of the spaces left by the
destruction of the war. The newly built houses stand out between
the mish-mash of the quickly constructed post-war constructions
and the un-renovated buildings of the emperor‘s time, contrasting
to the restored classical buildings with their refined facades. It is
these changes in style and building traditions, which make the area
all the more charming.
The final architectural concept of ‚Secret Garden‘ marries historical substance with technical innovation and plays between the
rich facets of Berlin life in the eclectic borough of Mitte. The building optimally fits itself into its environment and is an exemplary
symbol of the meeting of historically significant architecture and
technical, as well as stylish, innovation.
C Appearance &
Finish
C1 Before & After
Before: Building’s prior use
A renowned Berlin building contractor, named Oskar Garbe, built
the building, in Gartenstrasse 6 Berlin-Mitte. The house was erected in 1905, in the foundations of a Machinery Factory owned by a
Carl Hoppe. The factory had been destroyed some years before in
a fire, which had torn through what was previously an industrial
district. After construction, the building was used as a variety theatre called ‚Fritz Schmidt‘s Restaurant and Ballroom’. In the roaring
twenties, Berlin was home to over 137 such establishments. The
building in Gartenstrasse, like many of these establishments, was
located in an area then referred to as the Latin Quarter. Today only
three of these historical events spaces remain and are functioning
either as restaurants or theatres. When Dirk Moritz discovered this
building in 2008 it was pure coincidence. At the time, he had no
idea about the building‘s unique and meaningful past. The unusual
architecture, which can only really be viewed from certain points
of the building‘s interior made him curious and prompted him to
instigate a three year long investigation into the former character
of this building. It turned out to be one of the last variety theatres
from Berlin‘s golden twenties, lost in the heart of the city. It is astonishing that such a special property in this central area had remained undiscovered for over 80 years whereas the Berlin borough
of Mitte is one of the most sought after neighbourhoods for tenants
and investors alike, either for residential or commercial purposes.
Ballroom 2008
C1 Before Development
Ballroom scene
Ballroom scene
1848 Carl Hoppe's engineering factory
Ballroom scene
1905 Fritz Schmidts Restaurant und Festsäle
1919 Kolibri Festsäle
1919 Kolibri Festsäle
C1 History of Secret Garden
1848Carl Hoppe opens the premises of his engineering factory with 400 employees to manufacture
steam engines and mining machineries. Together
with Borsig AG the foundation is laid for Berlin‘s
industrialization
1899Conflagration completely destroys Hoppe´s factory building, in 1903 the company is liquidated
1904Planning and completion of the ballroom building executed by Berlin’s renowned construction
company Oskar Garbe (Ullstein-Haus, Samariterkirche, etc.)
1905The dance theatre “Fritz Schmidt’s Festsäle” is
put into service
“Oh dear, what had been going on here before!
Nine to ten tons of beer had been brought to the
taverns every day, the horses, they sometimes
collapsed from carrying this weight – an enormous consumption!“
Eberhard Büchner: Varieté und Tingeltangel in
Berlin, Berlin 1905
1905The well-known “Löwenbrauerei” from Berlin
Alt-Hohenschönhausen provides the popular so
called „Stangenbier“
1911Alfred Braun & Co – a jam, waffle and chocolate
manufacturer – opens two shops on the ground
floor
1919The dance theatre now operates under “Kolibri-Festsäle” with additional cabaret program
1934The ballroom is no longer used for gastronomic
purposes
1955”Gerhard Kniebusch“ smithery occupies ground
and upper floor as well as the basement of the
building
1989The building is completely vacant and only used
to store rock waste
2011Dirk Moritz – born and based in Berlin – purchases the building, arranges to secure it and to clear 30 tons of rock waste
2012Moritz Gruppe GmbH evolves the project „Secret
Garden“
C1 Background
The Roaring Twenties in Berlin
In Germany, the golden years of the twenties really took off between 1924 and 1929. The term ‚roaring twenties‘ or ‚golden twenties‘ describes the astonishing economic upswing of the worldwide
stock market in the 1920‘s. The following growth and it‘s associated success in new branches of industry (especially aeroplane and
car manufacturing) is one of the defining elements of this time. The
entire way of day-to-day life began to change for everyday people.
Fashion developed further. Woman began to enjoy a new freedom.
The roaring 20‘s were a high point for art, culture and science for
Berlin. The free political climate gave way to new forms of literature, newspaper reporting, opera, theatre, cinema and architecture
- all of which became treasures of international world culture. The
capital of cultural development was Berlin. Berlin was the culture
and pleasure metropolis of Europe, with countless opera houses,
museums, concert halls, libraries and academic institutions. Berlin
was pulsing with life, it was the cultural centre of Germany and
only Paris and London could compare as the European cities of culture par excellence. There were 4.3 million inhabitants at that time
(in comparison to today‘s 3.5 million inhabitants). This meant that,
at the time Berlin was the third largest city in the world, calling
all the bright eyed and talented people of Europe into her magical
orbit. ‚Everyone has to go to Berlin once‘ was the city‘s advertising
slogan. In 1920‘s Berlin ‚Time and Pleasure‘ was a way of life. The
Berliner‘s knew how to party. Pleasure and entertainment was prized above all. Venues and dance halls shot up out of the ground, as
if over night. With its cultural poetry many considered Berlin as the
most interesting city in the world. Closely bound to the cultural life
of the city were the theatres of Bertolt Brecht and Max Reinhardt,
the art of Georg Grosz and Otto Dix and the silent films of Marlene
Dietrich, Asta Nielsen and Emil Jannings. But before all else, it was
the glitz and glamour of cabaret, variety shows, revue theatre and
the decadent atmosphere of the dance halls that created the myth
of the roaring 20‘s in Berlin. This golden age in Berlin ended abruptly in the economic bust of 1929. There is no other decade with
which Berlin is so closely associated. The myth of the roaring 20’s
still influences our idea of Berlin up unto this day. It‘s no wonder
that people still dream of Berlin as a magical destination. Outrageous parties, swing dancing, variety shows, silent films and city
tours all remind us of this bygone era.
Berlin-Mitte 1900-1930
In the 1870‘s the densely populated north of Berlin was already well
known for its speciality theatres, which were family and folk variety shows that attracted an eclectic audience. For very little money
you could get a ham sandwich, a beer and a seat in the theatre. In
addition to pantomime, there were also soubrettes, clowns, tummy
talkers and acrobats who performed at these beloved attractions.
Furthermore the area also specialised in ‚Tingle Tangle‘ or waitressing variety shows. It was such shows as these that made Berlin
famous as an entertainment capital.
The iron industry which formed the roots of Berlin‘s industrialisation era, was slowly pushed from the centre of the capital to the outer ring, making room for universities, Berlin‘s Charité Hospital and
military barracks. Much of the audience who frequented the variety
shows in the Chansonetten Quarter came from these institutions
and were for the most part students and soldiers. The boundaries
between risqué nightclubs, ‚Tingle Tangle‘, folk variety shows and
ballroom dancing were rather fluid. The area then referred to as the
Latin Quarter had over 137 venues devoted to leisure and entertainment. A visitor reports:
„Ah, how it used to be there!
Local pubs could sell between
9 and 10 tons of beer in a night,
the horses seemed as though
they would break under the
weight of the demand - such
enormous consumption!“
C1 After development:
Secret Garden architecture & use
The architectural concept developed by Moritz Gruppe is based on
the harmonious inter-play of history and innovation. It reflects the
current zeitgeist, with the promotion of modern life and gives it a
historical twist.
C1 Final Planning
Stairwell
One of the existing stairwells cannot be preserved, a new staircase
will be installed as a steel construction in the former light well in
the southwest wing of the building to ensure a second emergency
exit and fire escape. Parallel to this area a lift will also be installed,
which will be accessible from all storeys. The lift will also have direct access to all floors and for safety reasons will have a second
door.
Basement/Garage
In future the cellar area will be converted into a basement garage.
Access to the garage is through the courtyard and made possible
through the use of a lifting and sinking platform. This sinking platform will not be visible and so will not interfere with the overall
impression of the courtyard and facade. At basement level there is
also an engineering room. The former garage in the courtyard is not
an original fixture of the building and future plans for the space are
to transform it into an artist‘s studio.
C1 Final Planning
Ground Floor
This level will accommodate a ‚Member Club‘ Restaurant, for members of The Secret Garden business club. The ground floor is designed in style of a loft with industrial charme meant to host a
restaurant. Old pulleys, girders and metal doors are preserved in
their existing nature and structure the space. Elements as the old
pulley, metal doors and shutters emphasize the industrial atmosphere of the loft. New materials are used sparingly and cautiously.
Suspended strip-line light fixtures with spotlights and tubes can
be adjusted flexibly to different scenarios. The area includes a direct entrance into the former main doors of the courtyard area. The
other assigned use of the ground floor serves to connect the upper
floors with the stairwell and elevator.
C1 Final Planning
First Floor
On the first floor, which is going to host a saloon for temporary
living or alternative utilisation, provides several elements worth
preserving. This includes the ceiling frieze, the arch and the ornament. The walls below the ceiling frieze will be retained and glazed to brighten up. The remaining walls are mainly plastered and
painted in a broken white. A wooden floor underlines the saloon
character. Light strips along the beams with spotlights and tubes
create different scenarios, furniture elements divide the space into
different zones. The open plan ambience of the space will be preserved with particular attention to the southeast facade. In the
outside area, which has a south facing view, there will be a freely
suspended and overreaching terrace with a total length of 8.5m. All
remaining stucco features and original doors will be lovingly restored. This area will offer a special chance to set oneself in the flair
of bygone days. Closed-off rooms are currently only available in the
space afforded by the former stairwell. Closed plan rooms will also
be integrated in the lower floors of the building. The loss of one of
the original stairwells means there is additional square footage.
C1 Final Planning
Second floor
The ballroom, with a ceiling height of seven metres, has the highest
ceiling – this was formerly the theatre, which reflects in the “stage” concept of this floor. In the future this open space will be used
for several temporary events such as business meetings, dinners,
presentations, show rooms, exhibition, etc. Elements worth preserving are highlighted with feature lighting and adjacent, contrasting
materials. Such as the wall painting which is going to be fully restored. The newly arranged walls are painted primarily in a light beige. The flooring materials and multifunctional furniture modules
divide the space into different zones. Here there has been special
emphasis placed upon preserving the spatial ambience of the former theatre‘s hall. There won‘t be any dividing walls installed and
the space is of open plan design. This floor will instead be divided
by functional home furniture. The mezzanine level will be restored,
so that the entire space can be enjoyed and experience from above. Closed plan rooms will be located in the former stairwell area.
In the principal planes and the mezzanine area two rooms have
been set aside as designated toilet amenities. The demolished ceiling over the second floor will not be restored to its original domed
form. In the centre the theatre‘s ceiling will be a panelled area with
a 13m x 4m self-supporting ceiling cover. These panels carry the
load bearing requirements of the hall and upper storeys. It was very
important to us that the hall did not require load-bearing columns.
Of particular value to the spatial zoning and room‘s division is a
restored mural (12,5 m²), which will be put up on the North West
Wall. On the opposite wall there are southwest facing windows,
which are raised from the ground. In the future there will also be a
long terrace here. The open window and outside area of the terrace
will highlight the very special ambience of this space.
C1 Final Planning
Penthouse
The existing ceiling construction is so damaged that it cannot be
kept in its current condition. This offers the chance to build a new
roof construction, which can capitalise on the unused space between the former domed ceilings and the protective outer roof. This
will enable us to create a generously sized third floor.
With the creation of an additional storey there is a potential to
develop a penthouse with residential prospects. The planned fire
escape will be located in the former light well/light shaft. The lower lying ceiling construction, which cannot be restored, will be
replaced with a steel, concrete ceiling. The upper level of the penthouse will be built upon this construction in brick masonry and
then covered over with a timber edifice. The exterior walls joined
with the existing walls will be cleaned and insulated from the outside. The additional extension will keep the shape of the existing
roof yet the new construction will use modern materials with an
innovative structure.
C1 Final Planning
Facade/Roof
Since the historical facade features have largely not been preserved the facade will receive an insulation layer in keeping with new
energy standards. The still visible structure of the embossed pillars
and ornamentation will be re-created afterwards. The eastern facade of the former stairwell is designated as a vertical green area; it
will be covered in plants with the function of creating an ecological
biotope. For this reason it is currently planned that the shallow roof
area of the building will be extensively covered in greenery. In some
areas, the use of the roof space for technical equipment is provided.
Other areas are used as skylights for the exposure of the underlying
areas.
C2 Details of Architecture
A palette of techniques is used to create subtle transitions between
existing, untreated surfaces and new building elements. Bordering
areas should be treated by:
•
•
•
•
•
Cleaning
Cleaning, Sealing
Cleaning, Glazing
Cleaning, Filling
Plastering, Painting
Several of the new materials refer to the texture, feel and colour of
the existing materials, additionally complementing them. Defining
elements such as arches, columns and gazebos are highlighted
through the new, contrasting materials. As such, the space is accentuated by the existing composition. There are many and worth
preserving faces. The line between old and new surfaces can be defined differently depending on the situation. Each floor has its own
unique character. Besides differences in ceiling height, there are
varying elements worthy of preservation.
C2 Details of Architecture
Ground Floor
C2 Details of Architecture
First Floor
C2 Details of Architecture
Second Floor
c2 Details of Architecture
TREPPE
AUFZUG
AUFSICHT GRÜNDACH
Penthouse / 3rd floor
c2 Details of Architecture
KAMIN
PERFORATION
AUFZUG
TREPPE ZUM
DACH
BEGRÜNTES DACH
ESSEN
ATELIER
TERRASSE
KOCHEN
Penthouse / 4th floor
c2 Details of Architecture
OBERLICHT
OBERLICHT
OBERLICHT
OBERLICHT
TREPPE
TREPPE
PERFORATION
PERFORATION
BEGRÜNTES DACH
BEGRÜNTES DACH
LUFTUNGSANLAGE
LUFTUNGSANLAGE
WEG
WEG
KLIMAANLAGE
KLIMAANLAGE
roof
C3 Site layout
Schröderstraße 1
3.70
Penthouse
3.10
OK Aufstockung
+ 22.29 entsp. 58.40
OK Brandwand
+ 19.53 entsp. 55.64
3.OG
3.53
.70
+ 18.58 entsp. 54.69
2.83
Besides communal facilities and its atelier ‚Secret Garden‘ comprises four different utilization units: Restaurant, saloon with options
for temporary living, event, residential. In order to preserve the
unique and impressive ambiance, rooms are not divided by walls
but only by furniture elements. Furthermore, the development allows to create additional usable area by complementing the building by two floors.
+ 15.05 entsp. 51.16
.70
Unit Sizes
180 sqm
Ground Floor
220 sqm
First Floor
228 sqm
231 sqm plus gallery: 63 sqm
Third Floor (Penthouse)
170 sqm
Fourth Floor (Penthouse)
150 sqm
2.OG
+7.70 entsp. 43.81
4.48
1.OG
4.09
.35
Second Floor
7.35
Storage
6.78
+ 14.35 entsp. 50.46
EG
3.69
3.34
.36
+3.22 entsp. 39.33
OKFF EG Eingangsbereich
0.00 entsp. 36.11
KG
.30
-3.04 entsp. 33.07
2.57
2.25
.33
-0.47 entsp. 35.64
c3 site layout
Fluchttreppe
Escape Stairs
Küchenmodul
Kitchen element
Catering
Lounge
Aufzug
Lift
Eingangsbereich
Foyer
Essensbereich
Dining
Treppenhaus
Staircase
Rezeption
Reception
Garderobe
Wardrobe
Teeküche
Tea Kitchen
WCs
ground floor / restaurant
Fahrradabstellraum
Bicycle Storage
C3 Site layout
1st Floor / Living
C3 Site layout
2nd Floor / Showroom
2nd Floor + Mezzanine / Ballroom
C3 Site layout
B
Oberlicht festverglast
0.885
2.135
Treppe 3.OG -> 4.OG
19 Stg. 18,58 / 26,00
Fluchttreppe
Zonierungselemente
verschieblich
1.01
2.135
Gäste-WC
A=8,54qm
HWR
A=7,43qm
20 x 17,6 / 28
WC
A=2,51qm
0.76
2.135
1.01
2.135
Entrée
A=36,88qm
+15.05 OKFF
+51.16 üN
0.885
2.135
Ankleide
A=13,14qm
0.76
2.135
Aufzug
A
0.885
2.135
Schlafen
A=34,09qm
1.01
2.135
Gäste 1
A=16,83qm
Gäste 2
A=19,78qm
Gästebad
A=6,60qm
Fensterbank
BRH=1.10
WC
A=11,06qm
Fensterbank
BRH=1.10
BRH=1.10
Gründach
A=36,40qm
B
A
Penthouse / 3rd Floor
C3 Site layout
B
Treppe 3.OG -> 4.OG
19 Stg. 18,58 / 26,00
A
Oberlicht Penthouse - Level 1
Fluchttreppe
Terrasse Lounge
A=37,35 qm
(anrechenbar: 10,75qm)
Aufzug
19 x
18 / 27
Kochen
Atelier
A= ca. 26,71 qm
Entrée /
Garderobe
A=5,93qm
HWR
A=4,27qm
+18.58 OKFF
+54.69 üN
Essen
Kochen, Essen,
Wohnen
A=77,50qm
Dachüberstand
Gäste-WC
A=2,72qm
20 x 17,6 / 28
Kamin
Terrasse Lounge
A=30.66 qm
(anrechenbar: 26,90qm)
RA
absturzsichernde Verglasung
Aufsicht Gründach
3. OG
B
A
Penthouse / 4th Floor
C3 Site layout
+18.58
+54.69
Lueftungsanlage
Hoehe 50cm
+22.29
+58.40
Klimaanlage
Hoehe 80cm
+22.79
+58.90
+18.58
+54.69
Roof
C4 Communal and leisure facilities
In keeping with the concept of the original house, ‘The Secret Garden’ will remain a place of art, culture and gastronomy - connected
by an open plan design. This design allows the space to be used for
various exclusive events. There will be a members‘ restaurant on
the ground floor, in loft style with a quasi-industrial design. This
design will create a frame through which to view history, echoing
the existence of the former restaurant. Here the industrial clean
lines and surfaces contrast against the grand entrance of the former main door.
The second floor has a theatre room and will remain open plan with
a floor area of approximately 310m2, which may be used by members or curators for exhibitions, meetings and exclusive evening
events etc.
A basement garage will be constructed with five parking spaces.
Access to the car park is made possible by driving through the courtyard, onto a highly innovative mechanised lift platform, which descends into the basement. The apparatus is camouflaged by paving
stones, which allow it to blend in with the rest of the courtyard. This
means that the lift is not visible from the courtyard and visitors will
not be aware of the underground area.
C4 Communal and leisure facilities
Furthermore, in regards to the project name ‚The Secret Garden‘ an
elaborate garden concept has been planned for the venue. As an
ecological niche, the garden has very low levels of light, as well as
there being contaminates in the soil. The design and concept of the
garden, has been to select plants that grow optimally in these conditions and tries to re-introduce rare plant varieties perfectly configured to fit this niche. An example here is a rare apple tree species
(named the ‚Edelborsdorfer‘ in German) of which there are only 30
currently found in Germany. Towards the entrance of the ‚Secret
Garden‘ cranberries and thyme plants will be interwoven amongst
the flowerbeds. The wall surfaces will be covered with blackberry,
mint, lilac and black elderberry. In order to cross-pollinate the mixed culture of plant varieties, the garden will have a gentle and rare
bee introduced into it. This bee is known as the Krainer Bee and
will give residents, guests and visitors the chance to experience an
extraordinary and diverse natural niche in any season.
D Safety
sEcurity
Sustainibilty
Innovation
D1 saftey & security
certIfIcates und rePorts
securIty wIndows & doors
bIometrIc access control
resistance class din
the dIn en 1627 describes how resistant a window is to burglary
and which standards it meets. the standard dIn en 1627-1630
requires that not only that resistance of the door and window is
measured, but surrounding elements and fixtures in which the
windows/doors are set are also taken into account. the classification of doors and windows as crime resistant can be put into six
classifications. each resistance class is set according to different
types of offenders and criminal behaviour - in other words the kind
of criminal likely to commit the burglary is considered. all windows
and doors used in the secret garden are based on resistance class
6, generating maximum safety standards. In germany the most
common resistance class used for both residential and commercial
purposes is resistance class 2-3, which means the safety precautions taken by the secret garden are well above average.
a biometric fingerprint can monitor access ensuring that no unauthorised person scan enter the secret garden. the biometric Id
system checks access authorisation of an individual based on the
unambiguous identification of a person‘s fingerprint. thanks to the
accuracy of what is called a ‚line scanner text‘ reconstructions of
residue finger prints are not possible to falsify - this ensures maximum safety against forgery.
description of resistance class 6
an experienced burglar will use additional power tools such as a
drill, jigsaw, saw or angle grinder, all of which have a maximum
wheel diameter of 230 mm. windows with resistance class 6 are
incredibly resistant to any such intrusion.
D1 Saftey & security Fire Prevention
Specific to the conditions and peculiarities of the building as well
as its surrounding environment, we have designed a fire safety and
deterrent plan to maximise safety. During the structural repairs
we used modern and secure technologies that guaranteed the very
best in fire protection. This provides a comprehensive fire detection
system for rapid fire detection, alarm and control to ensure the security of people, assets and businesses. The products are subject to
the highest technological standards and ensure unlimited scalability, network capability and the possibility of expansion and modernization to include other areas of the building. The central network
optimally adjusts to structural conditions and is bound by state of
the art technology referred to as ‚clusters‘, which are connected to
a fibre optic ‚backbone‘, this technology ensures functional stability and high availability of the network at all times.
D2 Innovative Technology
Because this building is not simply a new block of flats, rather the
development and extension of an already existing building with
1000 + 300 m², there have been certain challenges to overcome
with creative and innovative engineering and technology.
The project is not impressive because of its size, rather because of
its unique history and out of respect to this history, emphasis has
been placed on using high quality, sustainable materials and suitable renovation methods which are optimally tailored to revive the
building‘s unique character. We can therefore guarantee that highest standard of quality has been reached.
D3 Energy efficiency and eco-friendly
measures
EnEV
Roof Garden/Leafy Facades
This building meets the standards set by the EnEV (Energy Saving
Ordinance for New Buildings). In accordance with the regulatory
authority and the legal authorisation given by the Energy Saving
Act (EnEG) standard energy efficiency requirements have been set
by civil engineers which comply for residential apartments, office
spaces and certain businesses.
With the inclusion of engineering and operating procedures, energy balance must be considered in terms of generation, transformation, distribution and storage of electricity, including creation of
heat and loss of heat. There is no longer the space available to store
used energy, and it is in the use of the ‚end‘ energy that defines how
energy neutral a building is. The energy allowance for consumption
of primary energy will be valued through profit, loss and transport
of the respective energy sources. This means we do not yet know
what primary energy consumption will be, but we are trying to create something as close as possible to an energy neutral building.
On the eastern facade of the building at the site of the former staircase, a vertical garden will be cultivated in order to create a biotope
area. For this reason the surface area of the building‘s roof will be
privy to extensive gardening in order to ‚re-green‘ the area.
Roof gardens or greened roofs offer a huge advantage in that the
garden and its root system holds almost half of all rainwater. A part
of the precipitation evaporates and the rest is absorbed by vegetation. The cycle of the remaining water is distributed over a long
period of time, during this process the water is filtered. Roof gardens allow for humidity to be re-dispersed and therefore function
as a cooling system. As well as all of this, roof gardens provide a
microclimate, which is pleasant in a cloudy and sometimes humid
city. Roof plants slow down air current. In this way roof greenery can reduce and filter air pollutants and dust by 10 to 20%. Roof greenery
also has the added advantage of reducing acoustic reflection by as
much 3 decibels and promotes sound absorption by as much as 8
decibels. Under a roof garden the bitumen or artificial sealant is
protected from atmospheric conditions including UV radiation and
fluctuations in temperatures. The life expectancy of roof sealant is
significantly lengthened. A roof garden is therefore an optimal way
of isolating temperatures. In winter, rooms do not need to be heated to the same degree and in summer they are able to stay cooler.
D3 Energy efficiency and eco-friendly
measures
Heat Exchanging Device
Solar Power Panels
The heat-exchanging device transfers the thermal energy from the
interior of the building and converts it into cooler air from the exterior of the building. The heat exchanger is efficient because it exchanges the ratio of warm air with cooler air; simultaneously heating
up outside air and expelling used air back into the atmosphere.
Heat exchanging devices create homes which are closer to being
energy neutral, as they require less heating through heating fresh
outside air in the transformation process.
Solar power panels on the roof produce electricity through the conversion of sunlight, which in turn is used to power the building. The
system of solar panels has been attached to the roof with the aid of
a mounting device. As a renewable energy source, solar power causes less of an environmental impact than energy which comes from
fossil or nuclear sources, it also lowers the external costs needed
to power the building.
D4 Access
In regards to the fact that there are shortages of parking spaces in
the immediate vicinity of the building, there are plans to construct
a basement garage with five parking spaces. Access to the car park
is made possible by driving through the courtyard, onto a highly
innovative mechanised lift platform, which descends into the basement. The apparatus is camouflaged by paving stones, which allow
it to blend in with the rest of the courtyard. This means that the lift
is not visible from the courtyard and visitors will not be aware of
the underground area.
E Marketing
E Marketing Brief
Since 2004, the Moritz Group Company (established 1992) has
specialised in the development, planning and realisation of extraordinary real estate and property. The company is under the
leadership of developer and business manager Dirk Moritz. Moritz
Gruppe‘s success in this area of development has relied primarily
on knowledgeable expertise, creativity and the ability to take risks. From the initial stages through to innovative architectural concepts, professional procurement of licensing contracts, sourcing of
sustainable building material and financial planning, each project
has been specifically tailored to be marketed in the most successful way possible. This philosophy means that all parties who partake in the realisation of a Moritz Gruppe project create a property of
significant market value.
‚The Secret Garden‘ is part of a strategic marketing plan of the Moritz Gruppe and is a project of great significance to the company.
First and foremost, this can be attributed to the building‘s historical significance and the remarkable story of its remaining undiscovered for so long. The property is not just real estate, but also a part
of history. As well as this, the marketing and publicity generated
by such a project creates a positive opportunity to boost the Moritz
Gruppe‘s public and business image. This is an image of sustainability, which appeals at an emotional level and distinguishes Moritz Gruppe from the usual reputation of the development industry.
Therefore, ‚The Secret Garden‘ project has a strategic function for
the Moritz Gruppe; it demonstrates the company‘s ability to work
with and successfully develop unusual real estate. This marketing
strategy of ‚hidden treasure real-estate‘ is one of the ways in which
Moritz Gruppe sets itself ahead of the pack. Not only is the Moritz
Gruppe a well-established developer, construction contractor and
investor, it is also a company that can work in a niche market that
few others are able to access. ‚The Secret Garden‘ is therefore a perfect example of corporate strategy put into practice.
The idea of the roaring 20‘s in Berlin is currently a hot topic, in lieu
of fact that the city has once again become a cultural haven and
home to a wild party scene. The Secret Garden is indeed a lost relic
of Berlin‘s last golden age. The fact that this building sat undiscovered in the heart of Berlin for so many years, while property investors swamped Berlin, leaves this building with an air of mystery
about it. It is a valuable piece of Berlin‘s history, a piece of history
that we want to remember and be reminded of.
The building‘s nostalgic evocation of a golden past benefits the Moritz Gruppe in two ways; firstly with its potential for public interest,
and secondly in that it demonstrates the Moritz Gruppe‘s speciality
in unusual, ‚hidden treasure‘ real estate development. This project
not only speaks to those in the real estate sector, but it also invites a more general audience: an audience interested in art, events
management, gastronomy and the community at large. The future
purpose of the building seeks to involve all of these aspects, whilst
also promoting the Moritz Gruppe corporate strategy. The interplay
of the building‘s purpose and market strategy will ensure that future business partners and tenants come to see ‘The Secret Garden’
as an exciting commercial and/or residential opportunity.
„We find potential in the
most unexpected projects
and places.”
Dirk Moritz, Managing Director Moritz Gruppe GmbH
E Marketing Brief
Project
Secret Garden
Operational Goals
Strategic Goals
Operational Measures
Target Audience
Project branding: The project will be
marketed as the chance to experience
‚The Secret Garden‘
Added value through worldwide branding
Project name, Logo, Email Address, as
well as other communication material
Everyone
Project marketing and promotion
Establish optimal utilisation of the plan,
as well as acquire stable tenants under
profitable conditions
Public relations
Communications material (exposés)
Acquisition of future tenants
Approach potential future clients and
consumers
Events
Potential future tenants (art, events
management, gastronomy)
Professional audience for property
development (construction professionals,
amongst others)
Public awareness
Broad audience
Company
Moritz Gruppe
Marketing of individual projects,
‘Secret Garden’
Maximise outreach (The project should
speak to a number of different target
audiences)
Generate positive spill-over effect for ‘The
Secret Garden-Moritz Gruppe Project’.
Increase awareness in regards to Moritz
Gruppe National and Moritz Gruppe International
Corporate branding: Positive and nostalgic brand association of Moritz Gruppe
(not your ‘typical’ real estate or property
developer, specialising in ‚hidden trea­
sure‘, special project real estate, as well
as, property)
Various marketing activities and
strategies
Professional audience for property
development (especially investors)
Establish close associative connection
between Moritz Gruppe and ‘The Secret
Garden’
Broad audience
Public relations
Events (Moritz Gruppe as initiator and
sponsor)
Dirk Moritz as head of the company
Interviews/Public relations
Promote unique business features,
set company ahead of competition
Overall focus on marketing activities
with special attention paid to the
respective project and Moritz Gruppe‘s
connection to it
E Branding
The aim of the marketing concept is to transform The Secret Garden
real estate project into a tangible brand, which creates a palpable and positive reaction in our target groups. The name ‚secret‘ is
a word play referring to the buildings factual history and the fact
that it remained hidden for so long despite its central location in
the bustling metropolis. Even today the location of the building is
hidden from street view. The idea is that the building is indeed a
secret place, where prominent Berlin history has both taken place
and was sort out by the society of that time. Given the building‘s
location in a back courtyard, literally hundreds of people walk by
the building daily, never knowing that a relic of the 1920‘s is hidden
behind the wall. ‚Garden‘ was also inspired by the connection to
the street name ‚ Garten Strasse‘ and this has further influenced
the concept of the inner courtyard. The combination of both words
brings to mind the magic, nostalgic and dreamy ambience of the
place. A logo inspired by the name was developed using floral features, which echoes the building‘s style and seeks to recreate the
historical context.
E Communication and Promotion Materials
Beer
During the intensive investigative process it was discovered which
beer brewery had supplied and delivered the beer sold at the former
Variety Theatre ‚Fritz Schmidt’s Restaurant and Dance Hall‘ as well
as the later ‚Hummingbirds-Ball Room‘. The ‚Löwen-Brauerei‘ or Lion‘s Brewery is located in Alt-Hohenschönhausen (in the Eastern
district of Berlin), which by pure coincidence is also where other
current development projects are taking place, for instance ‚Schokostücke‘ and ‚The: Square³‘. The so-called ‚Stalk Beer‘ (or Stangenbier in German) was at this time a speciality in Berlin. What is
unique about this beer is that, as well as using barley malt, the beer
has the added ingredient of wheat malt. This additional ingredient
creates a rounder smoother taste. That also means that one is required to use a longer glass, which allows more room for the larger foam crown, which forms atop the beer. These ‚stalk‘ glasses or
lengthier glasses are what give the beer its name. In keeping with
original recipe, Moritz Gruppe has revived the beer manufacturer
that made the beer. The beer now has its own label and lid and is
given away to visitors as a kind of quasi business card. A quiet beer
and pleasant conversation can now be enjoyed in a relaxing atmosphere, whether it is with business partners, potential tenants or
media professionals. The beer immediately creates a connection
between the history of the house and demonstrates to the potential conversation partner the flair and glamour of the once cabaret
theatre. This further awakens a positive and nostalgic association,
which immediately establishes a rapport.
Brewery Löwen-Brauerei
since 1992
Moritz Gruppe GmbH
Palisadenstraße 40
10243 Berlin
+49 30 42 26 81 11
www.moritzgruppe.com
secretgarden@moritzgruppe.com
Front beer mat
Back beer mat
Beer label
Flyer
Rose "Secret Garden"
Guest Book
As additional promotional material a flyer has been created in the
format 74x148 mm, and produced with film lamination. The front
of the flyer displays a photo of the former ballroom, along with the
logo and informative text about the house‘s construction details
and discovery. The photo depicts the ballroom as it was before it
was cleaned up in 2011. The back of the flyer features a quote from
Victor Hugo, along with an email address and repetition of the logo.
The email address secretgarden@moritzgruppe.com was specially
registered for the project.
Inspired by the project‘s name, the house and its garden are decorated with rare rose varieties for special events and occasions. The
roses bring attention to the graceful and yet macabre charm of the
building, whilst also adding to the beauty of the garden.
A guest book, complete with the projects logo, is available at all
events, allowing guests to write down their impressions of ‘The
Secret Garden’. The book will accompany the breadth of all events,
as well as being part of the Members Club. Upon request guests
will also be given an informative brochure. This is a text about Berlin, including chapters on its history and historical photos.
Nichts ist so mächtig wie eine Idee,
deren Zeit gekommen ist.
(Victor Hugo, 1802-1885)
secretgarden@moritzgruppe.com
E Events
Both current and future events held at ‘The Secret Garden’ are of
paramount importance to our marketing campaign. How else could
we ensure that a visit to the building would create an enjoyable atmosphere? All of our marketing and communications material is
developed with the conviction that the building should speak for
itself. Since 2012 Moritz Gruppe has organised and sponsored a
variety of events that set the house in the best possible light regarding both the house‘s history and its future uses. The purpose of
which is to breath life back into the building before its re-opening,
creating a harmonic meeting of both past, present and future. We
hope to achieve this without estranging the building from its original purpose and of course concurrently transforming the building
into mono-functional apartments in the desired residential area of
Mitte.
After the clean-up stage, and the intensive period of research, the
world was finally ready to hear about the unique building found
in the rear courtyard of Garten Strasse 6. In September 2012 we
publicly opened the property which had remained hidden for so
long. This was accompanied by a ten-day exhibition called ‚Space
That Saw‘ by the renowned British artist Mike Nelson, who has now
twice been nominated for the prestigious Turner Prize. Curated
by the internationally regarded Gallery Neugerriemschneider the
doors of ‘The Secret Garden’ were opened once more for the first
time in over 80 years. In addition to this the Moritz Gruppe organised a tour of the house to a specially selected group of people. The
tour itself was lead by Dirk Moritz, as well the exhibitions curator
and a historian of the Berlin state archives who had done so much
of the research about the house. The guests were invited to enjoy
not only the art and history of the building, but were also served
the traditionally brewed ‚stalk‘ beer as well as a flying buffet offering dishes typical to the era of the 1920‘s. The meal included
Berlin specialities such as ‚schmalzstullen‘ (a rye bread with pate),
potato salad, schnitzel and a red berry pudding. The goal behind
this event was to seek out potential partners, commercial/ residential tenants and future members of the business club. Amongst the
visitors were famous faces from art, fashion, music, film and the
gastronomy scene, all of whom are known at both a national and
international level, exerting influence on both the economy and politics. Regardless of how used to glamour and luxury these celebrated visitors were, we wanted to impress upon them the uniqueness
of this experience through the passion, authenticity, history and
culture of this event.
E Events
Even before the mystery of ‘The Secret Garden’ became known, Moritz Gruppe hosted an exclusive ‚Golden Dinner‘ in the still renovated space. To add to the clandestine nature of the event, the eminent and influential guests were first told to meet at a mysterious
address. They had only been told that they were invited to a dinner.
As to the exact location, the programme and the menu - no information had yet been given. At the front door guests were received
with champagne and lead to a large table in the main ballroom. The
house was lit up by candles, the walls covered in the art of up-andcoming Berlin artists and dinner was accompanied by live music.
The catering was intended to spoil the guests and a three-course
meal was provided. The cost of the dinner was 90 euros per person,
which each guest was required to pay; this meant that the event
paid for itself. The RSVP rate was at around 90% and those who
were invited to the ‚Golden Dinner‘ gave incredibly positive feed-
back. This was a very encouraging outcome, especially given that
the guests were invited in a kind of ‚blind date‘ fashion, with little
idea as to what awaited them. It also meant that we had to have
additional events to accommodate all guests. The response of those
who had taken part, was that they very much enjoyed the mysterious elements of the dinner and also that they were very impressed
by both the way in which the house had been decorated, and by all
promotional material received i.e. beer, flowers and the guest book.
They stated their interest in attending future events and to remain
in close contact with Moritz Gruppe.
re-opening. In September 2013 there was a second exhibition „Maximum Self Part II“ held in collaboration with the Berliner Gallery
‚Heldart‘, which appropriately curated the exhibition to the theme
of ‚hidden identity‘ with 19 different artists and their pieces from
abc Berlin. The event was very successful with over 1000 guests
visiting in 10-day period.
The events that followed the ‚Golden Dinner‘ were orchestrated in a
way that would keep ‘The Secret Garden’ in the public eye. The idea
was to establish ‘The Secret Garden’ as a venue of Berlin art and
as an events location, so that it was already well known before it‘s
Golden Dinner
Exhibition „Maximum Self Part II“
E Events
The next art exhibition will be held in May 2014, conducted by the
Berliner Gallery Weekends and will also display the work of internationally acclaimed artists. There is also a further installation
planned with abc Berlin in September 2014. Since the first opening
of the house, each event has been followed up with enquires from
photographers, artists, curators, production companies, location scouts, and businesses - all of whom have been interested in
using the space. Amongst these enquires were the Berlin Biennale, Moet & Chandon, Hugo Boss, as well as prominent singers and
performers. All enquiries are carefully vetted to ensure security,
sustainability and the future scope of each event. Even during renovations the space was still being used to hold certain events. For
example, we received a request from the Maxim Gorki Theatre to
stage a piece called ‚Construction Workers‘. Furthermore we have
received countless requests from students in architectural degree
programmes from all over the world, who would like to use the Moritz Gruppe project as either the focus of a seminar or thesis. This
has lead to Moritz Gruppe creating collaborative partnerships with
universities from the UK, Canada, Norway, Denmark and Germany.
There are also plans for further collaborations with universities for
the joint presentation of research.
„Open paths revealing tracks – The cultural core
of 10115, Mitte” / Bergen School of Architecture
For all events and collaborations Moritz Gruppe positions itself
either as initiator or sponsor. This is invaluable to our company‘s
image, making the company so much more than just a real estate
agency. Such decisions create for Moritz Gruppe a successful niche
in which to thrive and build a reputation that would normally involve a much larger budget and good deal of more time.
E Press & Media Coverage
The press strategy is one that involves a diverse selection of media,
providing long term and broad coverage on ‘The Secret Garden’. So
far much press has occurred in real estate and architectural publications, as well as many art publications at both a German wide
and international level. The different events have been used as a
springboard not only to create attention to a professional audience,
but also to inform a more general audience of the spaces existence
and its potential uses.
On September 20th 2012, a press conference was held so as to make
the building known and available to the public at large. The press
conference was staged around the building‘s first public viewing
in over 80 years, publicity was also generated by Mike Nelson‘s
exhibition which accompanied the event. The conference placed
emphasis on the house‘s history and Moritz Gruppe as the developers who uncovered a secret. In particular the facts surrounding
the building‘s rediscovery; for instance the fact that it had remained
undiscovered for so long, despite being in one of Berlin‘s most beloved and bustling areas was of particular interest to news readers
and reporters alike. The following response in the media meant
that Germany’s Der Spiegel, Die Welt, BILD, Focus and RBB all ran a
story. This in turn began a second press initiative which introduced
the project to the world on an international press platform which
included BBC World News, ABC News, The Guardian, The Independent, World Architecture News and the on-board magazine Open
Skies belonging to the airline Emirates. Throughout all events we
have always maintained close media coverage in order to keep the
public informed of the project‘s progress. In combination with the
initial ‚secret‘ events there was also a guerrilla marketing campaign started, that sought to create a word-of-mouth publicity frenzy
that would create a viral marketing reaction to re-enforce media
attention. This was done through establishing blogs with themes
that pertained to our own projects such as ‚Forgotten Spaces‘, ‚Cabaret‘ and the golden age of Berlin in the roaring 20‘s. In total from
September 2012 until today the Secret Garden has been discussed
and re-posted in over 150 publications and social media forums.
BBC World News, 9.12.2012
The Guardian, 23.11.2012
World Architecture News, 26.11.2012
Bits
Berlin’s Secret Garden
A HIDDEn CABArEt tHEAtrE In CEntrAl BErlIn HAs BEEn
DIsCOvErED – A pIECE OF HIstOry HIDDEn FOr 80 yEArs
Four years
been lost or
ago real estate
destroyed.
developer
He then
Dirk Moritz
did further
was visiting a
research in the
public indoor
city registers
swimming
and museums,
pool in the
all of which
central Berlin
revealed
district of
nothing. With
Mitte with
the help of the
his daughter
Berlin-Mitte
hidden treasure / At one time Berlin had 136 cabaret clubs, most of which have
now been destroyed
when he
municipal
noticed a runarchives and
down building next door. It was
private collectors, he eventually
30 tonnes of garbage – from old
hidden from the street, inside the
found postcards of the interior
sofas and shoes to construction
courtyard of another property.
dating from 80 years ago, when it
rubble. But what caught his eye
It was three storeys high and
was a swinging cabaret hall and
were the beautiful high ceilings,
all of its windows were boarded
restaurant. And so the property’s
wall paintings and big theatrical
up, deserted and dilapidated.
rich history began to emerge.
stage. And so began a quest to
Out of curiosity, Moritz asked
find out about the history of the
the caretaker for the keys to see
building. He found the owners –
inside. What he found was a mess:
a group of Czech heirs that had
reacquired the property during the
post-reunification privatisation of
The Moritz Group
former East Berlin. All the owners’
is always looking for
We speak to dick Moritz, records and documentation had
interesting venues
CEO of the Moritz Group,
about his find
There are a lot of
abandoned buildings
in Berlin, but they are
well known. This is the
first time a building so
hidden and closed up
has been discovered.
Cabaret theatres
represent the culture
of Berlin in the 1920s –
there were 136 of them
in the former Latin
Quarter at one time, but
most of them closed
down before 1939.
The building was
reconstructed after
a huge fire in 1905
and was owned by
a Fritz Schmidt,
who ran a music hall
under the name ‘Fritz
Schmidt’s Restaurant
and Festale.’ From
1900 to 1923 it was
owned by the builder
Oscar Garbem and
subsequently it was
sold to a family from
the Czechoslovakia.
The ‘kabarett’
shows of the 1920s
were very popular,
combining acting,
music and poetry
in a political satire.
The shows were
part of a wide range
of entertinment at
the time, including
ventriloquists,
clowns and
gymnastics.
that it can work with.
We have converted
a former chocolate
factory which was
shut in 1992, into
loft apartments and
town houses. I hope
to find many more
treasures such as
the Secret Garden
– and if this means
clearing 30 tonnes
of rubbish and
rubble again, then I
am happy to make
that effort.
30
Open skies / january 2013
ABC News, 6.10.2012
030-030 BITS.indd 30
12/20/12 4:50 PM
Emirates Board Magazine
“Open Skies”
E Press & Media Coverage
Print/Online
Media
Date
Article
homify
21.03.2014
http://www.homify.de/ideenbuecher/734/secret-garden-rekonstruktion-von-vergangenheit-in-gegenwart-und-zukunft
Exklusiv
15.10.2013
http://www.exklusiv-immobilien-berlin.de/architektur-in-berlin/secret-garden-berlin-aus-dornroesschenschlaf-erwacht/002836/
TAZ
16.09.2013
http://www.taz.de/1/berlin/tazplan-kultur/artikel/?dig=2013%2F09%2F16%2Fa0186&cHash=948851280ada90d3279c46ac5434eab6
Monopol
16.09.2013
http://www.monopol-magazin.de/artikel/20107247/Maximum-Self-heldart-varietetheater-gartenstrasse-berlin.html
Blitzkunst
14.09.2013
http://blitzkunst.wordpress.com/2013/09/14/erweckung-zum-tode/
Berliner Woche
12.09.2013
http://www.berliner-woche.de/nachrichten/bezirk-mitte/mitte/artikel/25649-moritz-gruppe-saniert-verfallenen-vergnuegungstempel/
Morgenpost
12.09.2013
http://www.morgenpost.de/bezirke/mitte/article119972691/Vergessenes-Variete-Theater.html
Kunst-Magazin
13.09.2013
http://kunst-magazin.de/bin-gleich-zurueck-heldart-im-secret-garden/
The Australian/WISH
http://www.theaustralian.com.au/news/features/wish
Deutsche Bauzeitung
April 2013
http://archiv.db-bauzeitung.de/Fachartikelarchiv/33264195/Zeitmaschine.html
Complexo Magazine
27.03.2013
http://www.complexomagazine.pt/2013/03/moritz-gruppe-reabre-antigo-teatro/
T-Online
14.02.2013
http://reisen.t-online.de/varietetheater-in-berlin-deutschlands-vergessenes-gebaeude/id_62145498/index
Open Skies (Emirates Board Magazine)
January 2013
http://content.emirates.com/ife/openskies/OpenSkiesJanuary2013.pdf
hg.hu Blog
02.01.2012
http://hg.hu/blog/15398-kiastak-egy-elfeledett-mulatot-berlinben
Bild Online
21.12.2012
http://www.bild.de/reise/deutschland/ruine/berlin-theater-ruine-verlassener-ort-renovierung-27388294.bild.html
Architizer
Archello
http://www.architizer.com/en_us/projects/view/the-secret-garden-berlin/47345/#.UMdfz6x1MwA
04.12.2012
http://www.archello.com/en/project/secret-garden-1/image-1
E Press & Media Coverage
Archinect
http://archinect.com/news/article/62698470/lava-designs-spaces-for-1920s-cabaret-theatre-in-found-in-berlin
Folio
30.11.2012
http://foliodigital.net/lava-2
Scoop
05.12.2012
http://www.scoop.it/t/retro-pinups-to-burlesque/p/3597052933/lava-designs-spaces-for-1920s-cabaret-theatre-in-found-in-berlin
Il Mitte
Awesome Architecture
http://www.ilmitte.com/cabaret-anni-20-abbandonato-berlino/
05.12.2012
Wonderlance
http://awesomearchitecture.net/lava-designs-spaces-for-1920s-cabaret-theatre-in-found-in-berlin/
http://www.wonderlance.com/dm_filmentertainment_secretgarden.html
Things Magazine
30.11.2012
http://www.thingsmagazine.net/
Design Build
29.11.2012
http://designbuildsource.com.au/australian-architects-uncover-secret-talent-german-secret-garden
Architecture and Design
29.11.2012
http://www.architectureanddesign.com.au/news/global-architecture-news-7
Webflakes
28.11.2012
http://www.webflakes.com/architecture/
Architettura Giovanile
27.11.2012
http://www.architetturagiovanile.com/secret-garden-berlino.html
Plataforma Arquitectura
26.11.2012
http://www.plataformaarquitectura.cl/2012/11/26/antiguo-teatro-de-musica-cerrado-por-hitler-volvera-a-abrir/
Architecture News
26.11.2012
http://www.worldarchitecturenews.com/index.php?fuseaction=wanappln.projectview&upload_id=21336
Architecture News/Newsletter
26.11.2012
http://www.wantoday.com/nov_4_NR/index.html
Arch Worlds
26.11.2012
http://www.archworlds.com/2012/11/26/abandoned-1920s-cabaret-theatre-discovered-in-berlin-germany-by-lava-laboratory-for-visionary-architecture/
Building Design
26.11.2012
http://www.bdonline.co.uk/news/berlin-music-hall-closed-by-hitler-to-re-open/5046510.article
The Media Waves
25.11.2012
http://themediawaves.blogspot.com.au/2012/11/old-berlin-cabaret-discovered-under.html
Digital Journal
25.11.2012
http://www.digitaljournal.com/article/337649
First Post
24.11.2012
http://www.firstpost.com/tag/cabaret
E Press & Media Coverage
Intmap
24.11.2012
http://intmap.com/news/en/24-Nov-2012/rt-1353758432-Old+Berlin+cabaret+discovered+under+20+tons+of+rubble.html
Russia Today
24.11.2012
http://rt.com/art-and-culture/news/cabaret-tonnes-rubble-berlin-480/
La Stampa
24.11.2012
http://www.lastampa.it/2012/11/24/blogs/obliqua-mente/il-cabaret-fantasma-riappare-a-berlino-dopo-anni-Er6tkF8JibatPgxCTMva4M/pagina.html
Design Porteur
23.11.2012
http://design-porteur.com/2012/11/23/the-secret-garden-dirk-moritz-of-the-moritz-gruppe-architects-the-secret-garden-by/
Designboom
23.11.2012
http://www.designboom.com/architecture/lava-to-transform-recently-discovered-abandoned-cabaret-theater-in-berlin/
Dublin News
23.11.2012
http://www.dublinnews.com/index.php/sid/210922732/scat/bf7bedafac502d48
MY ARCHITECTURE
23.11.2012
http://www.my-architecture.com/news/abandoned-1920s-cabaret-theatre-discovered-in-berlin
design-porteur.com
23.11.2012
http://design-porteur.com/architecture/
Guardian
23.11.2012
http://www.guardian.co.uk/stage/2012/nov/23/cabaret-theatre-berlin-found
23.11.2012
http://newsrt.co.uk/news/the-cabaret-theatre-in-berlin-found-under-30-tonnes-of-rubbish-998617.html
(All Voices)
23.11.2012
http://www.allvoices.com/news/13461379-the-cabaret-theatre-in-berlin-found-under-30-tonnes-of-rubbish
e-architect
22.11.2012
http://www.e-architect.co.uk/berlin_architecture.htm
The Independent
22.11.2012
http://www.independent.co.uk/arts-entertainment/art/features/beautiful-berlin-cabaret-theatre-discovered-under-20-tonnes-of-rubble-8344028.html Vis a Vis
http://www.berlin-visavis.de/node/911
Ich mag es
22.10.2012
http://www.ichmages.eu/variete-in-berlin-entdeckt-cabaret-theatre-in-berlin-found/
Info Neo
22.10.2012
http://www.infoneo.de/variet-in-berlin-entdeckt-cabaret-theatre-in-berlin-found/
The National
21.10.2012
http://www.thenational.ae/news/world/europe/german-cabaret-from-the-20s-rediscovered-in-berlin
Digital Cosmonaut
01.10.2012
http://digitalcosmonaut.com/2012/the-lost-cabaret/
ABCNews
06.10.2012
http://abcnews.go.com/International/abandoned-cabaret-theater-discovered-berlin/story?id=17408103#.UH7MRa4u4s6
E Press & Media Coverage
Hilker Berlin
25.09.2012
http://www.hilker-berlin.de/de/heimat/kultur/secret-garden
Klassik heute
24.09.2012
http://www.klassik-heute.de/kh/1aktuell/20120924_14799.shtml
Berlin 1
21.09.2012
http://www.berlin1.de/veranstaltungen/article93934/Altes-Variete-wiederentdeckt.html
Berliner Kurier
26.09.2012
http://www.berliner-kurier.de/kiez-stadt/gartenstrasse-6-das-vergessene-variet--von-mitte,7169128,19035520.html
Berliner Zeitung
25.09.2012
http://www.berliner-zeitung.de/berlin/theatervariet--in-mitte-wirtshaus-hinter-zugemauerten-fenstern,10809148,18146050.html
Spiegel Online International
25.09.2012
http://www.spiegel.de/international/
Spiegel Online International
25.09.2012
http://www.spiegel.de/international/germany/abandoned-1920s-cabaret-theater-discovered-in-berlin-a-857899.html
Tagesspiegel
21.09.2012
http://www.tagesspiegel.de/wirtschaft/immobilien/chronik-von-tauben-und-taeubchen/7161776.html
Tagesspiegel
20.09.2012
http://www.tagesspiegel.de/berlin/buehne-frei-fuer-bauarbeiter-varietetheater-wiederentdeckt/7161012.html
Yahoo (über dpa)
20.09.2012
http://de.nachrichten.yahoo.com/variet%C3%A9theater-aus-den-20er-jahren-in-berlin-entdeckt.html
Schwäbische (über dpa)
20.09.2012
http://www.schwaebische.de/journal/kultur/theaterwelt_artikel,-Varietetheater-aus-den-20er-Jahren-in-Berlin-entdeckt-_arid,5319500.html?et_cid=2&et_lid=2
Die Welt Kompakt
21.09.2012
http://www.welt.de/print/welt_kompakt/berlin/article109365891/Zurueck-auf-der-Bildflaeche.html
Die Welt
20.09.2012
http://www.welt.de/regionales/berlin/article109363808/Verfallenes-Variete-wiederentdeckt.html
B.Z.
20.09.2012
http://www.bz-berlin.de/bezirk/mitte/altes-variet-theater-in-mitte-entdeckt-article1546347.html
B.Z.
20.09.2012
http://www.bz-berlin.de/bezirk/mitte/variet-aus-den-20ern-in-mitte-entdeckt-article1546398.html
Berliner Morgenpost
21.09.2012
http://www.morgenpost.de/printarchiv/berlin/article109366240/Altes-Variete-wiederentdeckt.html
Münsterländische Volkszeitung (über dpa) 20.09.2012
http://www.mv-online.de/Welt/Kultur/Kultur-Varietetheater-aus-den-20er-Jahren-in-Berlin-entdeckt
Volksfreund (über dpa)
http://www.volksfreund.de/nachrichten/welt/kultur/theaterinszenierungen/buehne/buehne-Variet%25E9theater-aus-den-20er-Jahren-in-Berlin-entdeckt;art626,3288110
20.09.2012
E Press & Media Coverage
Dattelner Morgenpost (über dpa)
20.09.2012
http://www.dattelner-morgenpost.de/freizeit/buehne/Variet%25E9theater-aus-den-20er-Jahren-in-Berlin-entdeckt;art274,841511,A
Focus Online (über dpa)
20.09.2012
http://www.focus.de/kultur/kunst/theater-varietetheater-aus-den-20er-jahren-in-berlin-entdeckt_aid_823549.html
Westfälische Nachrichten (über dpa)
20.09.2012
http://www.wn.de/Welt/Kultur/Kultur-Varietetheater-aus-den-20er-Jahren-in-Berlin-entdeckt
Südkurier (über dpa)
20.09.2012
http://www.suedkurier.de/nachrichten/kultur/buehne-kunst/buehne/Variet%25E9theater-aus-den-20er-Jahren-in-Berlin-entdeckt;art799,5693209
Mainpost (über dpa)
20.09.2012
http://www.mainpost.de/ueberregional/kulturwelt/buehne/art12702,7034171
ka-news (über dpa)
20.09.2012
http://www.ka-news.de/kultur/buehne/art138,972673
Allgemeine Zeitung (über dpa)
20.09.2012
http://www.azonline.de/Welt/Kultur/Kultur-Varietetheater-aus-den-20er-Jahren-in-Berlin-entdeckt
Münsterländische Zeitung (über dpa)
20.09.2012
http://www.mv-online.de/Welt/Kultur/Kultur-Varietetheater-aus-den-20er-Jahren-in-Berlin-entdeckt
Märkische Oderzeitung (über dpa)
20.09.2012
http://www.moz.de/artikel-ansicht/dg/0/1/1038438/
Die Mark Online (über dpa)
20.09.2012
http://www.die-mark-online.de/wirtschaft/wirtschaft/artikel-ansicht/dg/0/1/1038438/
E Press & Media Coverage
RaDIO
Media
Date
Article
radioBerlin 88,8
21.09.2012
http://www.radioberlin.de/mediabox/audio.media.!etc!medialib!rbb!ach!audios!buergels!buergels_und_das_variete.html
FluxFM
26.09.2012
tv
Media
Date
Article
RBB
30.12.2013
http://www.rbb-online.de/abendschau/archiv/20131230_1930/gartenstrasse.html
BBC
09.12.2012
http://www.bbc.co.uk/news/world-europe-20656929
RBB
18.10.2012
TV.Berlin
20.09.2012
http://www.tvb.de/newsmeldung/datum/2012/09/20/theater-aus-den-20er-jahren-entdeckt.html
E Summary of Results
In conclusion the Secret Garden‘s marketing campaign is one that
should be regarded as incredibly successful. The total costs so far
standing at €9,465.32 (as the result of marketing expenses summing up to €42,465.32 minus €33,000.00 income through marketing activities), a mere 0,5% of the total amount invested (approximately 2 million EUR). This is particularly impressive when
considering that marketing costs often account for around 1.25%
to 2.5% of total budgets. The resulting increase in brand profiling
and reputation for Moritz Gruppe is invaluable. The firm’s reputation at a national level is a sustainable one and also has brought
increased awareness surrounding the firm at an international level. This has created a niche market and re-enforced the firm‘s reputation as a developer of ‚hidden treasures‘ within the real estate
market. The increased awareness surrounding the company also
means that ‘The Secret Garden’ will have been successfully marketed. Negotiations with future tenants and business operators have
been already begun as well as countless enquiries regarding our
membership programme. This means that our re-opening in 2015
is projected to be extremely successful. All marketing strategies
surrounding ‘The Secret Garden’ were developed by Moritz Gruppe
and did not rely on any third parties; this means that there were no
advertising and/or communications agencies deployed by us. This
reflects the creativity, passion and unconventional approach of our
business model, which was essential in allowing us to realise this
extraordinary project. All in all we remain property developers, but
it is perhaps our unique and successful way of implementing projects which sets us apart from the rest.
E Marketing Schedule
2012
2008
Research
2011
3rd
quarter
•
Cleaning and securing
•
Production of communication material/
Preparation of events
•
Event „Golden Dinner“
•
from 20.09.2012
Exhibition „Mike Nelson“
20.-30.09.2012
Single tours through Secret Garden
International press
Individual bookings for exclusive events
or foto/film shoots
1st
2nd
quarter quarter
3rd
quarter
4th
1st
quarter quarter
2nd
quarter
2015
3rd
4th
1st
2nd
3rd
4th
quarter quarter quarter quarter quarter quarter
20.09.2012
National media coverage
Group tours through Secret Garden
4th
quarter
2014
2008-2011
Purchase of building and ground
Launch event/press conference/
exhibition opening Mike Nelson
2013
Sep/Oct
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
from 22.11.2012
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Sep/Oct
Press conference national/opening
exhibition "Maximum Self Part II"
11.09.2013
Exhibition "Maximum Self Part II"
11.-21.09.2013
E Marketing Schedule
2012
2008
2011
3rd
quarter
2013
4th
quarter
1st
2nd
quarter quarter
2014
3rd
quarter
4th
1st
quarter quarter
Exhibition/events in Planning
Masterplan Zoning
•
•
•
•
•
•
•
•
•
Construction Works
Renting
Launch event/Reopening „Secret
Garden“/Press conference
national & international
2nd
quarter
•
•
•
•
•
•
•
2015
3rd
4th
1st
2nd
3rd
4th
quarter quarter quarter quarter quarter quarter
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
About
Owner: Dirk Moritz
Project Development and Management: Moritz Gruppe GmbH
Architecture & Concept: Dirk Moritz / Moritz Gruppe GmbH
Design & Visualisation: LAVA / moka-studio GbR
Interior Design: Aga Baranska
Marketing & PR: Moritz Gruppe GmbH
Contact
+49 30 42 26 81 11
info@moritzgruppe.com
www.moritzgruppe.com
Moritz Gruppe GmbH
PalisadenstraSSe 40
10243 Berlin
Germany