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Hamburg-based architecture firm understands modern building planning as a triad of architecture, occupation, and communication

ASSELMEYER ARCHITEKT stands for “human” identity architecture

Hamburg (pts006/10/21/2022/08:40) – Architecture has an extreme influence and effect on all of our lives. We are literally surrounded by architecture. And ideally, architecture also has an extremely long useful life. Buildings should, therefore, not only be designed to be as sustainable, flexible, and adaptable as possible but also, and above all, to offer the people who work and live in them the greatest possible feel-good factor and comfort in the long term. This is the fine art of architecture, but it is very rarely actually implemented. The Hamburg architectural office ASSELMEYER ARCHITEKT implements here a transfer to a more human Corporate Architecture: “No matter whether office or commercial architecture, each building must possess today not only identity-creating, resource-saving as possible, but also a clearly defined quality of life and culture, which can also be felt by its users; otherwise, the building is wrongly conceived. Identity architecture is the consistent further development of corporate architecture.

Identity architecture is the consistent further development of corporate architecture.

The basis of identity architecture is corporate architecture, which is called identity architecture by the architecture firm ASSELMEYER ARCHITEKT. It is a consistent further development aimed at making buildings, brands, and companies a lasting experience for employees and customers. According to Asselmeyer, “Unfortunately, we architects are often only allowed to consider the architecture in the sense of the building, but not as a later living space. Sometimes even service phases are divided among architects to plan even more cost-effectively. How can such an idea or even the identity of the client be realized when many different planners are working with no real commitment or emerging identification?”

“We think architecture in the triad of building – playing – activating”.

The question is, what can architecture do for people and companies? What for identification, personality, character, culture and behavior?

“It’s not just the pure and often uphill battle of planning, financing and construction completion that should be brought into the equation. If this is how architecture is thought of, then countless buildings that are undeniably phenomenal today would never have been built. Think of the Eiffel Tower in Paris, which today is the landmark of Paris, but was massively opposed in the planning and even more so in the construction phase and there was even a citizens’ initiative against this ‘disgrace of Paris’ and the ugly steel skeleton. Even famous Frenchmen like the writer Guy de Maupassant, composer Charles Gounod, or opera architect Charles Garnier railed against the monstrosity. And today? Paris is unthinkable without the Eiffel Tower. The same thing happened before completion with the Elbphilharmonie Hamburg, which today no one misses and the whole world raves about the acoustics and beauty of this courageous building. But for a long time it was considered Germany’s biggest building sin. In my time as an architect in New York, I also saw people go to the barricades against Summit One Vanderbilt in Manhattan. Today it is an incredible lively, frequented and immersive place of this city – for visitors and locals. My opinion is therefore that the significance of a building can only be fathomed from the overall interplay between the architecture, the way it is used and thus the use of the building and the respective communication, both internal and external – positive or negative, that takes place around the building. Identity architecture creates positive emotions in all these three areas and is much more than the structural implementation of a corporate design. Identity architecture is the continuation of corporate architecture,” says architect Justus Asselmeyer from Hamburg.

Identity architecture requires many years of experience in design and implementation

Companies and brands for which concepts have already been developed and implemented in terms of corporate and brand identity, including on behalf of the Hamburg agency for Brand.Experience.Architecture “NEST ONE” and Justus Asselmeyer: Aldi Süd, Allianz Versicherungen, AMG Tuning, Beiersdorf, BMW, E-Plus/Base, HSV – Hamburger Sportverein, Hyundai, Mercedes Benz, Microsoft, Nivea, Nivea Haus Hamburg, Nivea Haus Berlin, Porsche, Porsche Design, SV Beckdorf Handball, Tesa, TUI, Volkswagen, Volkswagen Nutzfahrzeuge, Agentur Format’67, Format Media House and many more.

Info on the architecture firm and the concept of identity architecture at:
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