Luminaden

The transformation of the Luminaden reimagines the central passage as a vibrant archipel. The central Food Court consists of a collection of islands, each representing a unique district of Leverkusen. By inviting local restaurateurs to offer curated "mini-menus" from their home neighborhoods, the food court creates a space where residents feel an immediate sense of home while businesses expand their reach and the passage leverages the authentic pull of these local "micro-influencers."

Visually, the identity evolves the existing orange and blue palette into a comprehensive spatial design, using geometric patterns derived from the iconic glass roof architecture as a guiding motif. Central to this new world is the pigeon—reimagined from an urban nuisance into a "Bird of Paradise"—supported by a humane, species-appropriate housing concept modeled after successful metropolitan examples to ensure a clean and respectful coexistence.

This transition is fueled by a multi-stage activation strategy: a "Participation & Intervention" campaign that invites citizens to nominate their local ambassadors, data-driven acquisition of long-term gastronomic successes, and on-site events that turn the transformation into a shared community experience.

Client: LEVI Immobiliengesellschaft mbH, Leverkusen
In Collaboration wit Prof. Sabine Krieg & Alina Schwieger