Estrel Berlin: The Shift from Venue to Integrated Event Ecosystem

Estrel Tower © Estrel Berlin

As a new tower rises above Berlin and new large-scale facilities take shape, Estrel Berlin is at the forefront of a new, fully integrated and multifunctional model for global business events. In the following paragraphs, we spoke to the Estrel’s COO about how scale, architecture and experience come together in a single ecosystem

For decades, large-scale international events have been shaped by fragmentation. Accommodation, conference spaces, production facilities and networking environments were often spread across multiple venues, adding layers of logistical complexity and diluting the overall participant experience.

Increasingly, however, organisers are seeking a different model – one that reduces friction, integrates functions and allows events to unfold as cohesive, immersive experiences. It is precisely this shift that Estrel Berlin is now addressing. Through a combination of new infrastructure, brand repositioning and technological integration, the venue is evolving into one of Europe’s most comprehensive event campuses, and, arguably, a blueprint for the future of the MICE industry.
 

Estrel Tower: Infrastructure as Statement

At the centre of this transformation stands the Estrel Tower. Rising to 176 metres, it is not only a major addition to Berlin’s skyline but a deliberate architectural statement about scale, ambition and visibility. The tower was designed by the Berlin-based architecture firm Barkow Leibinger, founded by the architects Frank Barkow and Regine Leibinger, whose work has been widely recognised internationally for its integration of design, function and urban context. As Leibinger explains, “the Estrel Tower sends a signal from almost everywhere in the city and also to guests arriving at Berlin Brandenburg Airport: this is Neukölln, this is Sonnenallee, this is Germany's largest hotel and Berlin's tallest skyscraper with equally high architectural standards.”

Beyond its visual impact, the tower introduces a fundamentally new layer of functionality. Designed as a mixed-use environment, it brings together hotel rooms and suites, meeting and conference spaces, co-working areas and public-facing amenities within a single structure. The result is not simply additional capacity, but a more flexible and permeable environment where different uses intersect. This flexibility is central to how events can be conceived. As Heike Mahmoud (pictured on the right side), Chief Operating Officer of Estrel Berlin, notes: “With the addition of the Estrel Tower and future event spaces, organisers can host significantly larger and more complex formats without the logistical fragmentation typically associated with multi-venue events. This enables highly efficient planning, reduced transport needs, and a more cohesive participant experience, particularly for global congresses.” In this sense, the tower is not just an expansion; it is a structural response to one of the industry’s most persistent challenges.
 

From Architecture to Identity: “Everything in one place”

The physical evolution of the Estrel complex is matched by a parallel shift in its brand architecture. Rather than operating as a collection of individual assets, the venue is now structured around five clearly defined pillars: hotel, convention centre, tower, shows and art. This reorganisation reflects a broader ambition to move beyond the traditional definition of a venue and towards a more holistic, experience-driven proposition. The guiding principle is encapsulated in a simple but powerful idea: “Everything in one place.” What is particularly striking is how closely this brand logic aligns with the architectural concept itself. As Barkow describes it, the tower and its surrounding structures are conceived as “an interplay of individual elements” forming part of a larger ensemble.

This convergence between design and identity is not incidental. It reinforces a model in which different functions – accommodation, meetings, production, culture – are not only co-located, but intentionally interconnected. The result is a more coherent environment for both organisers and participants, where transitions between different moments of an event feel seamless rather than segmented.
 

(Left: Frank Barkow; right: Regine Leibinger © Estrel Berlin / Corinne Rose and Elke Selzle)

Multipurpose Hall: Unlocking True Large-scale Integration

If the Estrel Tower introduces flexibility and vertical integration, the planned multipurpose hall takes scale to another level. With a capacity of up to 10,000 people, the new venue will enable the Estrel complex to host significantly larger formats within a single, unified environment. Once completed, the entire campus is expected to accommodate up to 25,000 participants across more than 50,000 square metres of event space. This expansion directly addresses the growing demand for large-scale, fully integrated events, particularly in the association sector, where congresses increasingly combine plenary sessions, exhibitions, networking and broadcast elements.

As Mahmoud highlights: “The scale also supports innovative hybrid formats, where live, digital, and broadcast elements can be fully integrated on-site with state-of-the-art infrastructure. At Estrel Berlin, this creates a unique environment where all elements of an event – from accommodation to production – are seamlessly connected. Ultimately, organisers can think more holistically and deliver immersive, scalable event experiences.” Here, scale is not just about capacity. It becomes an enabler of new formats, especially hybrid and production-heavy events that require both physical space and technical integration.

Technology and Sustainability: From Features to Decision Criteria

Alongside expansion and integration, the Estrel project reflects a broader shift in how venues are evaluated at an international level. Integrated technology, flexible architecture and measurable sustainability are no longer secondary considerations. They are increasingly decisive factors in the selection process for global associations and corporate organisers. The Estrel Tower, for example, is being developed with a highly interconnected technological infrastructure, including centralised media control systems and fully networked event spaces. These systems enable seamless transitions between formats and support complex hybrid and broadcast-ready productions.

At the same time, sustainability is embedded at a structural level. The tower is aiming for LEED Platinum certification, while the future multipurpose hall will incorporate photovoltaic systems and green roofing solutions. “Integrated technology, flexible architecture, and measurable sustainability are rapidly becoming decisive factors in how international associations and corporations select venues and destinations. At projects like the Estrel Tower, these elements enable more efficient operations, adaptable event formats, and transparent ESG performance, which are increasingly expected by global organisers. Certifications such as LEED Platinum provide credible proof of sustainability, influencing decision-making at the highest level,” Mahmoud explains. In this context, sustainability and technology are not simply added value; they are part of the core infrastructure required to compete globally.
 

Estrel Congress Center Berlin © Estrel Berlin
 

A Campus Model for the Future

Taken together, the Estrel Hotel, Convention Centre, Tower and future multipurpose hall form something closer to a self-contained urban system than a traditional venue. As Barkow notes, the complexity of the project lies precisely in creating “a complex building, which functions almost like a small city.” This idea of a “city within a city” captures the essence of the Estrel’s transformation. It is no longer just a place where events happen, but an environment designed to host every dimension of an event, from arrival and accommodation to content delivery, networking and production.

This positioning will be brought to the international stage at IMEX Frankfurt 2026, where the fully integrated vision of the Estrel complex will be presented to global organisers at a pivotal moment in its development. At IMEX 2026, we will highlight how the fully integrated ecosystem of Estrel Berlin, the Estrel Tower and the new event hall enables a new generation of large-scale, seamless event experiences. The focus will be on the combination of expanded event spaces, fully connected infrastructure, and the ability to host congresses, accommodation, networking, and production within one campus. We will also showcase flexible event formats and how our experienced teams ensure reliability and adaptability for complex, large-scale events and will demonstrate clear advantages for organisers. Altogether, this positions Berlin as home to one of Europe’s most comprehensive and future-ready event campuses,” Mahmoud continues.
 

Beyond Berlin: a New Competitive Paradigm

The transformation of Estrel Berlin reflects a broader evolution within the global MICE landscape. As expectations shift towards integration, scalability and sustainability, the competitive benchmark is no longer defined by individual venues alone. Instead, it is increasingly shaped by the ability to offer complete, interconnected environments. “Our goal is to consistently develop the Estrel world into a vibrant overall experience where visions can take shape, partnerships can be formed, and events of all sizes can be realised professionally, flexibly, and with a view to the future,” Mahmoud concludes.

In that sense, Estrel Berlin is not simply expanding. It is redefining the parameters of competition, moving from venue to platform, and from infrastructure to ecosystem. And in doing so, it raises a fundamental question for destinations across Europe: in a market that is rapidly consolidating around integrated models, how long can fragmentation remain viable?
 

Estrel Tower Sky Space © Estrel Berlin
 

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.