The exhibition „Peaceful Revolution 1989/90“ took place from May to October 2009 on Alexanderplatz in Berlin-Mitte. In the context of the events celebrating the Fall of the Wall, the open-air exhibition designed by the Robert-Havemann-Society wanted do document the social changes which took place in the GDR and led to the German Reunification. The exhibition’s aim was to communicate these historical events to a broader public.
Another task for the exhibition was to establish Alexanderplatz – a place famous for shopping malls and public transport hubs – as an important historic location and a social space in the minds of Berliners and visitors. In order to implement these objectives effectively, the exhibition required a solid brand essence, attractive identification models and services designed to fulfill visitors’ expectations and deepen the exhibition experience
The Center for Audience Development carried out a study which documented and evaluated the exhibition’s effects with regard to the specified objectives. The team used a mixed-method-concept combining visitor surveys and observations, a performance study as well as single and group interviews. The team provided intermediary results during the exhibition to help the organizers adjust their direct targeting, provide more efficient identification models and sustainable education effects.