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Berlin to go, english edition 2/2015

  • Text
  • Berlin
  • Healthcare
  • Innovative
  • Scientific
  • Pharmaceutical
  • Germany

BERLIN GOES ERLIN FROM

BERLIN GOES ERLIN FROM BERLIN INTO THE WORLD With the “be Berlin” campaign, Berlin Partner is assuming an ambassadorial role for the capital city and presenting Berlin as the city of opportunities The combination of business development and capital city marketing under the one roof of Berlin Partner is a unique model with numerous synergies: As a service provider for companies and scientific Institutes during establishment and expansion, Berlin Partner supports growth and networking in the region. The success stories resulting from this and written by the companies based in Berlin are then communicated around the world by Berlin Partner through its marketing of the capital city, in order to win over new entrepreneurs, enterprise founders, scientists and talent in favour of the location. For example, this year be Berlin and its strong ambassadors were present at the Expo in Milan, and in Silicon Valley. Berlin start-ups in Silicon Valley Berlin Partner for Business and Technology, in cooperation with the start-up federation Bundesverband Deutsche Startups, was a guest of Silicon Valley in June of this year together with selected start-ups from the capital city. The aim of the trip was to network enterprise founders from Berlin with established technology companies and experienced venture capitalists in the Valley. However, it was not only possible to secure important business contacts, at the same time Berlin Partner presented the capital city to investors and talent in the Valley as a booming centre for innovations and a start-up hub. Amongst those in attendance was the Berlin games start-up Aeria Games, which specialises in online games. Aeria Games has belonged to ProSieben SAT.1 Media AG since 2014. “Berlin is often referred to as the Silicon Valley of Europe, and it is therefore a huge opportunity for every Berlin start-up to travel to the Valley, exchange experiences with the companies there and learn from them”, enthuses Managing Director Pascal Zuta. A highlight of the trip was the Berlin Night held there. In order to bring Berlin's flair to the Valley, the Berlin Night included the presentation of start-up innovations from the capital city such as the 360 degree throw able camera from Panono, accompanied by Berlin sounds. Berlin's creative scene at the Expo At the Expo 2015, which took place in Milan in June, Berlin pres ented itself to visitors for one week in the German Pavilion. Under the Expo's guiding theme “Feeding the Planet – Energy for Life”, be Berlin introduced the German capital as the city of opportunities. Berlin's cuisine presented its diversity for example: In attendance were the Gebrüder Eggert, who interpret Milanese dishes in a Berlin style, the Milanese baker Alfredo Sironi from Markthalle Neun and top Berlin chef Roel Linter mans. They prepared dishes live on the Expo stage. As a “living” Berlin exhibition, players from Berlin's industry, as well as its culture and music scene transported the flair of the capital city to Milan: For example, innovative Berlin-based company Teufel presented its loudspeakers made in Berlin. gsk Andrea Joras in an interview with Berlin to go. An interview with Andrea Joras Berlin international – Berlin is drawing global attention to it self with the Berlin campaign. Since July of this year, Andrea Joras has been a managing director of Berlin Partner and is respon sible for areas includ ing capital city marketing – a glimpse at the international activities. Mrs Joras, you lived and worked for some time in the Near East. What experiences did you made there, and which of these are you able to utilise when marketing the capital city? Andrea Joras (AJ): My time in the Near East had a strong influence on my awareness of inter-cultural cooperation – even just through managing a team of varying nationalities. I have been able to preserve my “view from the outside”. In the Near East, and also when travelling through other countries, I have learned how Germany is seen in the world. I am now able to reflect back on this and utilise this knowledge when marketing Berlin. And how is it seen? AJ: Germany is still viewed internationally as a land of inventors. Our country stands for technological innovations and efficient work. And Germany's strong role within the European Union is also internationally recognised. Berlin, as the capital of Germany, is strongly linked with this image. Are these aspects that you wish to express when marketing the capital city? AJ: The technology-orientated image of Germany fits very well with Berlin, with Berlin's innovative entrepreneurship and its excellent scientific landscape. Furthermore, Berlin also has an image that is embodied by no other German region: It is seen as a creative metropolis, a capital city for enterprise founders, a place where one finds open space. It is with this unique blend that we promote Berlin throughout the world. Thank you for talking to us. Interview Gabriele Schulte-Kemper Portrait: Fotostudio-Charlottenburg 36 BERLIN TO GO

BERLIN GOES POP INTO BERLIN: BERLIN GOES ON EUROPEAN TOUR visitBerlin and Berlin Partner present trend products and innovations from Berlin in pop-up stores in five European capital cities In cooperation with the be Berlin campaign created by Berlin Partner, visitBerlin will be opening pop-up stores in five major European cities from September under the slogan “Pop into Berlin”, and promoting creative and innovative Berlin with its excellent quality of life. The stores at top inner city locations in Stockholm, London, Vienna, Amsterdam and Paris will each present innovative and fashionable Berlin brands and startups over a one-week period. Visitors are invited to find out about Berlin as a travel destination and an exciting high-tech and start-up location, and to experience the Berlin Spirit for themselves. Berlin – capital of founders be Berlin, together with five Berlin start-ups, will be revealing the enterprise-founding spirit of the capital city in the pop-up stores. The close proximity between established industry and new business in Berlin is part of its recipe for success: Traditional companies value the innovative strengths of the new enterprise founders and work together with them on technologies for the future. For example, 3yourminD and BigRep will be presenting the latest 3D printing technology in the pop-up stores, whilst Panono will demonstrate the first 360-degree throwable camera. Wireless audio systems from Raumfeld will provide suitable sound. VFX Box, a young company from Berlin specialising in special effects & animations, will project the small robot Myon in the stores through augmented reality. High quality Berlin labels on trend visitBerlin will be bringing 15 brands with their innovative ideas and products to the pop-up stores: In addition to Berlin spirit manufacturers, designs and furniture made in Berlin will also be on show. Visitors can purchase the latest glasses models from “IC-Berlin”, as well as sophisticated designer bicycles from “Standert” and stylish natural products from the cosmetic brand “Und Gretel”, a true Berlin start-up that was only established in February. And when it comes to treats, the pop-up store will be presenting a typical Berlin mix: From the sustainably brewed craft beer “Brlo” from Mitte, to sample packets from “Try Food” and “Retos Candyfarm”, a producer from Kreuzberg's popular “Markthalle Neun”. gsk “Pop into Berlintour plan Stockholm, Sweden 21st to 27th September London, Great Britain 5th to 11th October Vienna, Austria 2nd to 7th November Amsterdam, Netherlands 16th to 21st November Paris, France 7th to 12th December Store opening times: 11 hrs to 20 hrs (Mon – Fri) · 10 hrs to 18 hrs (Sat – Sun) photo: Berlin Partner BERLIN TO GO 37

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