The tenant magazines of EINFA and GEHAG 1930–1939

From the end of 1924, the housing association GEHAG (Gemeinnützige Heimstätten, Spar- und Bau Aktien-Gesellschaft) built several pioneering New Building style neighborhoods in Berlin, some of which now have UNESCO World Heritage status. These include the Hufeisensiedlung in Britz, the Carl Legien housing estate in Prenzlauer Berg, and the Waldsiedlung Zehlendorf, which is currently being proposed for inclusion in the World Heritage list.
The highly productive and cleverly constructed GEHAG was founded in 1924 by Werkbund member Martin Wagner and trade union leader August Ellinger. It was closely associated with the SPD and the trade union movement. Bruno Taut, who was also one of the central figures of the Werkbund, was appointed chief architect.

The development of GEHAG during the Third Reich is a cautionary example of the Nazis' frighteningly effective policy of enforced conformity. Just a few months after Hitler was appointed Reich Chancellor on January 30, 1933, the management of the highly successful housing association was replaced. This led to changes in architecture and agenda, which can be seen directly in the company's own publications.
The EINFA (Berlin Society for the Promotion of Single-Family Homes gGmbH), founded at the same time, was responsible for managing GEHAG's residential buildings. From 1930 to 1939, it published monthly tenant magazines. These reflect the upheavals of the Nazi era: until mid-1933, the magazines focused on the home and garden, modern, functional furnishings, and healthy living.

Opening: March 12, 2026, 6:30 p.m.