archives@tulane.edu / This thesis explores the GDR's propangandistic rebranding campaign of Centrum Warenhaus on Alexanderplatz. Such a campaign was exhibited in the remodeling of the Alexanderplatz between 1964 and 1970. The GDR's state department store Centrum Warenhaus on Alexanderplatz offered an alternative to capitalism best described as socialist consumerism. This system emanated state-driven policies like solidarity and brotherhood alongside East Germany's consumerist desires. Yet, this alternative did not last because it offered a figurative window to the west. Ironically, western products were rarely sold at Centrum Warenhaus and were only available for purchase at Intershops. These small-scaled stores created the societal divisions inherent in market capitalism. Access relied upon connection and western currency acquisition. As these two systems tried to exist simultaneously in East Berlin, the allure of the west overpowered each of them. The system of socialist consumerism in East Germany could no longer support itself. Its failure lay not in the creation of a capitalist alternative, but in its inability to provide such material sustenance to all of its citizens. / 1 / Lindsey Marie Harris