Not just concrete, but also inspiration – that’s what builders need if they want to sell apartments in German cities. Houses are getting more and more unusual names. Some things are a matter of taste.
Klar, you could just advertise an apartment. But it would be too easy, doesn’t sound like anything. Builders in Germany are dressing their properties in increasingly unusual names – in the hope that buyers will dig deeper into their pockets. All of a sudden the houses are called “Ahoj”, “Joli Coeur” and “Karree Monte Venezia”. Some well-meaning names at least invite you to smile. But it doesn’t matter, at the moment the demand is still good.
The owners of “The Monaco”, a glass residential building in Munich, promise a new way of life. Others want that too – and the names of their properties are evidence of this: “Parco Cavallo” is the name of apartment blocks on the Straubing Trabrennbahn, while at the Potsdam Film Park you can live in “Casa Blanca”. There is “La Provence” (Berlin), the “Wings” (Frankfurt), “Big City Life” (Munich) and “One place to be” (Düsseldorf).
“The name is intended to underline the uniqueness and the special, partly with reference to the district, but partly just like that,” explains Michael Voigtländer, real estate specialist at the Institute for the German Economy. “Actually, any type of property is currently for sale.” Low interest rates and people moving into the cities have been increasing demand and prices for years.
The tall ones
High-rise buildings reveal their size in the name: “ÜBerlin” – meaning About Berlin – is what the builders call an authority tower from the 1970s in the southwest of the capital, in which 330 apartments are being built. The “Grandaire” grows up on Alexanderplatz. At the top, the two-room apartment costs 600,000 euros. “The name has been very well received by customers,” says the client, Strategis. Two years before completion, half of the apartments have been sold.
Residential towers in Frankfurt are called “Praedium touch the sky”, or heavenly: “Eden”. Special agencies have long been thinking up names for houses. Location, location, location – that is no longer everything for them with houses. “Not only unique properties are unique,” advertises the Cologne agency Immotional in a video. “All properties are unique if they are presented emotionally.”
A Berlin project was marketed with “Friede, Freude, Friedrichshain”. On the ground floor, needy children get warm food and homework help from the Christian children’s aid organization Arche, above there is upscale living with high ceilings, parquet and floor heating.
Semi-detached houses near Mönchengladbach get the label “Esprit @ Bunter Garten”, apartment blocks become “5 friends” (Cologne), Berliners live in “Kiez und Gloria”. Sometimes such a name backfires: A real estate company in Berlin recently accidentally named a project with a registered brand name that FAZ.NET originally mentioned at this point. “The home for people for whom less is more,” advertises the sales department for the apartments – because they are quite small. Price per square meter: at least 4400 euros.
The funky ones
“Lady Di’s love affair”, that makes the “Queen of Hearts” appear in front of the inner eye and her lovers from riding instructors to film producers from Egypt. What is meant are: simple, five-story residential blocks in a new development area on the outskirts of Frankfurt. The namesake was another Lady Di: the architect Dijana Sustelo. “The name was extremely well received by the buyers,” explains the client, Bien-Ries AG. “Behind the unusual name is the idea of realizing unique residential properties with the best craftsmanship.”
Elsewhere the house name sounds like an attitude towards life. “Easy” (Munich) and “Groovin ‘high” (Frankfurt) are relaxed. The “Hurry up, Marc!”, An apartment building project in Frankfurt, is a little more paced. Of course, commercial buildings have long since become brands, such as “Brain box” in Berlin. The brain box is being built at the Adlershof research site, and the name of the office building fits in there. On the City Cube, on the other hand, only the City is right – the long exhibition hall is not a cube.