Q5 was unlike any ALDI project that had come before it. Mixed-use, residential above, retail and gastronomy alongside, set within a protected "Jugendstilpark" (Art Nouveau) district in Munich's Haar. It deserved a brand identity — not a standard fit-out. Nobody had asked for one. I saw the opportunity and pitched it.
YEAR
2023
ROLE
CREATIVE DIRECTION
SERVICES
BRAND DESIGN
I was convinced that wayfinding and quarter branding was an investment worth making — for the first time in the company's history on a project of this type. I brought in Anja Grünewald from Grünewald Design, whose work I knew from MACHEREI, and built the brief from the ground up.
the outcome
The Q5 brand identity elevated the commercial leasing proposition — attracting higher calibre tenants to the retail and gastronomy units. A complete wayfinding system guides visitors from underground car park through the entire 8,800m² quarter. Planned completion 2026.
↗ LINK: ALDI SÜD / PROJECT SITE
↗ LINK: GRÜNEWALDESIGN
Q5 was unlike any ALDI project that had come before it. Mixed-use, residential above, retail and gastronomy alongside, set within a protected "Jugendstilpark" (Art Nouveau) district in Munich's Haar. It deserved a brand identity — not a standard fit-out. Nobody had asked for one. I saw the opportunity and pitched it.
YEAR
2023
ROLE
CREATIVE DIRECTION
SERVICES
BRAND DESIGN
I was convinced that wayfinding and quarter branding was an investment worth making — for the first time in the company's history on a project of this type. I brought in Anja Grünewald from Grünewald Design, whose work I knew from MACHEREI, and built the brief from the ground up.
the outcome
The Q5 brand identity elevated the commercial leasing proposition — attracting higher calibre tenants to the retail and gastronomy units. A complete wayfinding system guides visitors from underground car park through the entire 8,800m² quarter. Planned completion 2026.
↗ LINK: ALDI SÜD / PROJECT SITE
↗ LINK: GRÜNEWALDESIGN
Q5 was unlike any ALDI project that had come before it. Mixed-use, residential above, retail and gastronomy alongside, set within a protected "Jugendstilpark" (Art Nouveau) district in Munich's Haar. It deserved a brand identity — not a standard fit-out. Nobody had asked for one. I saw the opportunity and pitched it.
YEAR
2023
ROLE
CREATIVE DIRECTION
SERVICES
BRAND DESIGN
I was convinced that wayfinding and quarter branding was an investment worth making — for the first time in the company's history on a project of this type. I brought in Anja Grünewald from Grünewald Design, whose work I knew from MACHEREI, and built the brief from the ground up.
the outcome
The Q5 brand identity elevated the commercial leasing proposition — attracting higher calibre tenants to the retail and gastronomy units. A complete wayfinding system guides visitors from underground car park through the entire 8,800m² quarter. Planned completion 2026.
↗ LINK: ALDI SÜD / PROJECT SITE
↗ LINK: GRÜNEWALDESIGN