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Neukölln in transition: Marlboro factory becomes an innovation laboratory!
Neukölln is changing: old factories are becoming centers of innovation. Philip Morris is investing in a smoke-free future.
Neukölln in transition: Marlboro factory becomes an innovation laboratory!
A remarkable change is taking place in Neukölln, transforming the old Marlboro factory into an innovative laboratory. The transformation of this former manufacturing facility is part of a larger trend in which artists and clubs are converting old factories into creative spaces. Corporations are now taking over these spaces and developing them for innovation and technology. This trend reflects the changes in a city that is increasingly becoming a hub for creative and technological developments Capital reported.
Veronika Flora Rost, who has been Managing Director of Philip Morris in Germany since 2024, plays a central role in this development. The Munich native, who previously worked in Paris, London, Malaysia and Singapore, has developed a comprehensive view of global business strategies through her international experiences. Rost has lived in 19 different cities since graduating from high school, which underlines her ability to adapt.
Vision for the future
In her new position, Rost's goal is to advance PMI's vision for a smoke-free future. Since 2008, the company has invested a total of $12.5 billion in the development, scientific support and commercialization of innovative smoke-free products. There are plans to end the sale of cigarettes completely to promote public health. By 2030, more than two-thirds of PMI's net sales will come from smoke-free products such as IQOS, VEEV and ZYN, reports LinkedIn.
Rost would like to thank Massimo Andolina and Markus Essing for their trust and support, who was responsible for handing over a healthy company and a committed organization. Their anticipation of the transformation within Europe reflects the commitment and ambition to further develop the company in Germany and beyond.
Cultural connections
The cultural context of these changes is enriched by various creative expressions. Berlin is characterized not only by its innovative strength, but also by a lively cultural life, which is promoted through films and media. An example of a cinematic exploration of everyday adventures is the film “Knight and Day”. This 2010 American satirical action comedy, directed by James Mangold, brings together humor and suspense, illustrating the stories of the protagonists Wikipedia explained.
In the film, Tom Cruise plays the role of secret agent Roy Miller, who becomes involved in an unwanted adventure with June Havens, played by Cameron Diaz. The mix of action, comedy elements and a pinch of romance shows how stories are told in the modern world, while the development of new urban spaces in cities like Berlin becomes increasingly important in times of change.