In this role, she will be responsible for the center’s marketing and communications activities and will actively develop its existing brand and location strategy.
Balogun will take a holistic approach to managing Gropius Passagen’s marketing function, further establishing marketing as an integral part of long-term footfall and location development. The goal is to sharpen the center’s visibility, enhance the quality of the visitor experience, and strengthen the connection between the brand, tenants, and visitors — while creating unique moments that place the center at the heart of activity. She will work closely with center management as well as internal and external partners.
With approximately 96,000 square meters of retail space, more than 150 shops, and around ten million visitors annually, Gropius Passagen is one of Germany’s largest shopping centers. As a central retail, services, and meeting point in southern Berlin, it holds significant regional importance, offering a broad mix of sectors with strong anchor tenants alongside complementary food and beverage, services, and entertainment offerings.
Miriam Balogun combines creative brand expertise with solid real estate industry knowledge. Having trained as a certified real estate specialist (IHK) and gained hands-on experience in property management, she brings well-founded expertise in the real estate sector. Most recently, she worked in commercial property management at BHG Immobilien GmbH & Co. KG, where she managed an innovative, curated retail and mixed-use ensemble with a concept mall character, further developing her expertise in retail and leasing management and in steering complex retail and usage concepts. Her professional roots lie in the entertainment industry, where she worked in TV productions and agencies, developing a strong instinct for brand staging and deepening her skills in brand communication, marketing management, and the conception and delivery of impactful event and sponsorship formats.
Through her work across agency, media, and retail environments, she has built a strong network of creatives, media partners, brands, and service providers, which she will draw on to advance experience-oriented center formats. This interdisciplinary background gives her a holistic perspective on modern shopping centers — which today are conceived far beyond traditional retail as destinations for experience and community.
“I am very much looking forward to my new role and to developing the marketing of Gropius Passagen further together with the team, setting new and lasting impulses. I am motivated to actively drive our projects forward and achieve success together.”
Miriam Balogun, Marketing Manager of Gropius Passagen
“Gropius Passagen is an established location with strong regional relevance. Building on this solid foundation, I want to make our marketing even more experience-oriented — with clear orientation for our visitors, targeted activation of footfall potential, and stronger integration of events and special experience formats. Our goal is to sustainably deepen the connection between the brand, tenants, and visitors, and to further develop the center as a vibrant meeting place in southern Berlin,” states Balogun.
For this year, Gropius Passagen is pursuing a clearly defined brand strategy: functionality, design, and tangible added value are being brought together into a holistic experiential space that is consistently oriented around people’s everyday urban lives. The center sees itself not merely as a retail destination, but as a living meeting point in southern Berlin.
(dp)
