Our Giant Poster shines on Berlin-Friedrichhain's future landmark, the 140 m high "East Side Tower". This new building is symbolic for the change that is taking place in the trendy district. Originally known as a hipster paradise because of its unconventional, rough charm, the new Mercedes-Benz quarter now has a casual, chic coolness. The audience here is correspondingly diverse and urban through and through. Creative people, start-up founders, media people and tourists on a city trip. Ambitious business professionals who work at Universal, Zalando or Mercedes also enjoy partying and shopping here. In the entertainment area around the trendy East Side Mall, the East Side Gallery art mile and the Mercedes-Benz Arena event location, there are countless entertainment and nightlife options for tourists, shopping and party fans, such as the Berghain, one of the most legendary techno clubs in the world.