Due to the planned relocation of Beiersdorf AG’s corporate headquarters, a new residential quarter is to be developed on the company’s site, which is situated in the middle of the lively Eimsbüttel district, between Unnastrasse and Quickbornstrasse, and currently not accessible to the public. One focus is on the design of the streets, alleyways and squares of the new quarter, which will blend in perfectly with the neighbourhood. An individual design canon, applicable to all the individual building sites, strengthens the specific characteristics of the quarter and thus creates identity and recognition value. It includes differentiated specifications for building volumes and façade design along Quickbornstrasse and Unnastrasse, for alleys in the quarter and for the Y-shaped residential alley. The new buildings along Quickbornstrasse and Unnastrasse feature typical elements such as the three-part division into plinth, middle section and attic zone and the vertical rhythms of the façades achieved by means of projecting bays and balconies. Red brick typical of Hamburg is used in a variety of colours as an expression of high-quality living. Diverse, variable and contemporary residential typologies are designed to enable living in every phase of life in the new Beiersdorf quarter and to guarantee diversity. Large family flats, dwellings for singles, cluster flats, assisted living, studios for students, subsidised housing and special soundproofing typologies ensure a good mix of uses. A balanced ratio of extensive greening, green areas and roof terraces makes it possible for residents to use the rooftops and promotes biodiversity in the urban space.