A completely different kind of challenge was the task of reintegrating Potsdamer Platz into people’s awareness of the city. A city district was under construction that had been wasteland divided by the Berlin wall for more than 40 years. Isolated downtown areas had developed, and Potsdamer Platz was no longer present in Berlin’s urban life. From a very early stage, DaimlerChrysler attempted to make Potsdamer Platz tangible once again. It was important to create understanding for the major construction site in the center of Berlin lasting for several years, to fulfill the requirement for information of the people of Berlin, and to integrate Potsdamer Platz as a new central district once again.

The construction site itself became the focus of public-relations work: The process of construction became an experience to be shared by the population of Berlin, visitors to the city and not least the media. Guided tours through the construction site, fashion photography on the excavators, Open Day with more than 30,000 visitors, monthly press conferences, lots of journalists, film teams and photographers were part of the everyday scene at the Potsdamer Platz building site.

During the annual "Construction Site Summer", the area was used for various cultural events: For example, the Israeli Batsheva Dance Company and the Bach Academy conducted by Helmuth Rilling gave guest appearances in the unfinished buildings. Gerhard Merz installed the Illuminated Cranes, Jean-Pierre Raynaud installed the Golden Pot and Daniel Barenboim conducted the Ballet of Cranes during the topping-out ceremony.