#untaggable – SCHMIDHUBER

Elementor #20857

Entering the
BSH Brand World

Siemens and Bosch at IFA 2023

At the upcoming IFA 2023 in Berlin, a unique experience awaits visitors, tempting them to dive deep into the fascinating brand worlds of BSH Home Appliances. Thanks to SCHMIDHUBER’s innovative and impactful stand design, the trade fair experience becomes a tangible journey into the future of living.

Siemens
The Gardens of Intelligence

Welcome to the “Gardens of Intelligence” by Siemens! A place where visitors find themselves at the interface between innovative technology and sustainability. Each area—whether it be the “Garden of Aromas,” the “Garden of Intelligence,” or the “Garden of Innovation”—offers an immersive and diverse environment that provides an unforgettable experience.

“Unsere Marken stehen für einen modernen Lebensstil mit technischen Innovationen, einem hohen ästhetischen Anspruch und einem nachhaltigen Umgang mit Ressourcen. Unser Ziel ist es, die Lebensqualität der Menschen zu verbessern und auf der IFA zeigen wir eindrücklich, was nachhaltiger Fortschritt für uns bedeutet.”

Nina Wiemer | Head of Live Communication Central Europe bei der BSH Home Appliances Group

Garden of Aromas: Here, it’s all about the aroma of freshly brewed coffee, stimulating the senses and brightening up the start of the day.

Garden of Intelligence: Here, the focus is on intelligent solutions, which simplify everyday life and facilitate sustainable living.

Garden of Freshness: Here, the mantra is clear: A healthy diet demands fresh food. And innovative technologies that help visitors prolong a food’s shelf life are proudly presented.

Garden of Innovation: Here, and under the motto “Discare”—an amalgam of “dish” and “care”—revolutionary dishwashers demonstrate great cleaning and great resource-saving at the same time.

Garden of Delight: Here, Siemens demonstrate how their appliances can transform cooking and baking from chore to pleasure.

Garden of Care: Here, a haven of everyday household solutions is on display—all there to lighten the load and support the entire family.

Home Connect IFA 2023: Designing the future home

The Home Connect stand gives visitors a direct opportunity to experience the smart home of tomorrow. With an impressive mirror room, accompanied by captivating media coverage, and an interactive show with survey options, visitors experience for themselves how technology can be seamlessly integrated into everyday life.

We have created a sensational brand showcase that turns BSH Home Appliances into a tangible brand—opening up a totally new dimension in the future of home life.

Bosch
Planet Care

“Enter Planet Care”—it is under this banner that Bosch invites visitors to engage even deeper. Individual areas such as the “Care Carousel,” the “Care Parcour” or the “Product Exhibitions” provide immersive environments. But this is no passive experience. Here, visitors can actively engage with Bosch products and see their impact on creating a healthier and more sustainable lifestyle.

„Seit 10 Jahren in Folge sind wir als Generalübernehmer und –planer Partner der BSH für den Siemens-Messeauftritt auf der IFA. Die digitale Entwicklung ist im Bereich Home Appliance sehr agil und innovativ geworden und parallel dazu haben sich natürlich auch Veränderungen in der Live Kommunikation ergeben. Der diesjährige Auftritt der BSH ist über alle Formate und Kanäle vernetzt und damit ein enorm wichtiger Baustein im modernen Marketing Mix der Marke BSH.“

Jan Domin | Partner bei SCHMIDHUBER und Client Manager für die BSH

Care Carousel: This area demonstrates an overview of all Bosch home appliance solutions to promote healthy and sustainable living.

Care Parcour: This area provides an interactive experience for visitors, demonstrating how Bosch products promote healthy and sustainable living.

Product Exhibitions: This area showcases Bosch’s innovative solutions that promote a healthy and sustainable lifestyle.

Photos © Jörg Hempel, Aachen

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Elementor #20742

Innovative design concept and interactive event experience

Under the slogan “Progress you can feel,” Audi’s latest product innovations take center stage. Visitors are treated to a unique and emotionally charged showcase where they can “feel” Audi’s sense of progressivity. The “Progress you can feel” concept focuses on creating a platform for communication with the theme of sustainability running consistently throughout.

A communicative tone

Audi’s brand presence design at the IAA Mobility 2023 is characterized by an open architecture which sets a communicative tone and prompts discussion. Even before entering the building, visitors are greeted by an electric vehicle line-up. From here, they move into the pavilion and enter the brand world—where they are welcomed by a powerful mission statement. Large-format LED worlds have been incorporated at the front of the exhibition, allowing the latest Audi content to be communicated with impact. And it is here that Audi’s innovation in the areas of sustainability and change are most evident.

“The design concept bridges the gap between the high standards that a premium brand sets today and the values that Audi embodies in terms of sustainability and circularity. This combined with innovative design, captivating visitor interactions, and a noticeably sustainable approach, makes the Audi appearance at this year’s IAA Mobility an unforgettable experience for all visitors.”

Michael Ostertag | Partner und Chief Creative Officer at SCHMIDHUBER

Audi's four brand pillars

Inside the exhibition area, Audi’s four brand pillars—sustainability, digitalization, performance, and design—are spotlighted using the large space for increased drama. A particular highlight is Audi’s activesphere concept car, which stands on display for all to see throughout the event. A multifaceted program, with numerous interactive exhibits including test drives through Munich, invites visitors to engage with Audi’s progress.

Sustainability

Sustainability plays a fundamental role in the design of the Audi exhibition at the IAA Mobility 2023. The inclusion of simple, reusable, and recyclable materials, as well as the incorporation of wooden modules in the facade, aligns to the company’s aspiration to make individual mobility greener and more future-oriented. In addition, furniture and containers have been rented in keeping with SCHMIDHUBER’s own commitment to sustainability. And there is a premium element in every tiny detail.

Photos © Raphaël
Olivier, Warsaw

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Future Work Spaces

New Work?
New Culture!

SCHMIDHUBER

How to create an innovative working environment that is future-proof and focuses on people.

The S-Hub’s original open-plan design facilitated a friendly and equitable workspace. As well as createing a positive and productive working atmosphere. The company’s relocation was an opportunity to reallocate resources and improve operational efficiency.

Jens Rieken | Managing Director at Star Finanz

Working environment of the future

Currently the spatial question of work in particular is being posed in a completely new way. After the pandemic and with advancing digitization and mobility, the role of the office as a physical location must be rethought and redefined. Mobile work, and with it the simultaneity of digital and physical interactions, is becoming a key issue for future working environments.

Scenario 1 – The office as the physical center of work

If mobile work only plays a role occasionally, the staging of the collective and the perceptibility of the office as a safe place for the community is important. Trust-building measures will have a positive impact on the company’s working atmosphere.

Scenario 2 – The office as a flexible campus
If a company enables an increased proportion of mobile work and employees spend less than half of their working time in the office, a campus where experience is a major priority can combine different working models. In spatially flexible settings, there is room for exchange, inspiration and equally quiet workplaces.

Scenario 3 – The office as the heart of the corporate brand

If the team works primarily on a mobile basis, a visit at the office must be an enticing day of networking and sharing. The physical office must then create maximum identification. New Work and employer branding play hand in hand here – because together, the measures activate the potential of employees to significantly increase the company’s success.

Inspiration.
Competence.
Connection.

As a design agency for communication in space, we create clear brand attitudes, transform strategies and messages into moving experiences, and thus shape real brand relationships that stay in our minds – analog and digital, credible and effective. This way of thinking and acting is reflected in our structure as well as in our premises: in three houses with three gardens, flexible space design and office dogs.

We work collaboratively in interdisciplinary teams characterized by holistic thinking. Instead of assigning tasks to individual disciplines, we put together specific teams depending on the project, encourage and demand individual initiative as well as a supportive attitude within the team. To this end, we have rooms of various sizes that are occupied as needed; our winter garden is particularly popular. In these flexible settings, we meet our colleagues as well as customers, applicants and guests at events and workshops.

We see ourselves as a platform, giving everyone the opportunity to contribute their ideas in the best possible way. In order to find the ideal solution for us, an internal team works closely with Marketing and HR on the topic of New Work, both conceptually and spatially. It is important to us to involve the entire team in the change processes. We want to strengthen our employees’ sense of belonging and offer them a self-determined, flexible environment – because we know that this not only makes them more satisfied, but also more efficient, creative and innovative.

Future of Work?
New Work Culture!

In order to act freely, innovatively and creatively and to be able to develop new strategies, products and services, an open culture is required that provides a clearly defined framework with room for maneuver for the individual.

We wanted to further enhance the functionality of the space and align it even more closely to work processes. One sample initiative: the creation of a separate room for working parents and their children.

Jens Rieken | Managing Director at Star Finanz

Photos © Olaf Becker, Becker/Lacour, München/Frankfurt

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Elementor #20857

Entering the BSH Brand World Siemens and Bosch at IFA 2023 At the upcoming IFA 2023 in Berlin, a unique experience awaits visitors, tempting them

Elementor #20742

Innovative design concept and interactive event experience Under the slogan “Progress you can feel,” Audi’s latest product innovations take center stage. Visitors are treated to

Welcome to an inspiring Brand Experience

BSH | IFA

Experience the fascination

BSH | Eurocucina

Offene
Fragen?

Ruf uns an:
+49 89 157997-0
Oder schreib uns:
info@schmidhuber.de

New Work or New Working Culture?

New Work

or rather New Working Culture?

The drivers of the movement are diverse and huge. Generational change, societal cultural change, digitalisation, new process methodology or simply a pandemic.

Organisations are increasingly looking inwards, to the core of their existence, to their people and their lived corporate culture. The nature of cooperation is experiencing a renaissance. Hardly any HR department is still called Human Resources. It’s about the talent management of the future. About bringing together the right personalities in a mostly very flexible and collaborative way, and often only for a limited time, and letting them grow together.

Even with hardcore digitalised and process-optimised clients, terms such as “people over process” are becoming more and more common. Active measures are being taken for intercultural encounters between companies, such as meetings without an agenda or even one-hour meetings in which the agenda may only consist of private topics. A counter-movement to over-processualisation? An attempt to replenish our “social account”, which we have been using poorly for years, from which we have only been withdrawing, and not only during the pandemic?

The focus of our work must always be on the people for whom such a culture is created. I believe in people-based working.

Michael Ostertag | SCHMIDHUBER

In any case, the examination of the topic of work-human-culture under the working title New Work is experiencing a huge change in perspective. Whereas in the past it was considered in the triangle of forces of digitalisation – HR – real estate with the focus mostly on increasing efficiency or saving costs, today the issue is considered on a much more significant and effective level. It is about thinking corporate mission statements with the right personalities and a new attitude towards collaboration. Establishing a suitable environment and knowledge culture. Generating new meaning in work and living it with all employees. As an employer, to make clear why collaboration adds value to me personally and enriches and develops me on different levels of my life.

At some point, space also plays a significant role in this, and that is why I am writing this post. As a specialist for communication in space, I have helped develop many brands in recent years in the direction of their consumers, target groups and markets and set them up for the future. The now (re)discovered direction of this discipline towards the “inside” brings up a field of activity which, in my opinion, has not yet become tangible in terms of its importance and potential.

Space as
a Storyteller

Whether it is about turning employees into motivated brand ambassadors, establishing new cultures of cooperation and joint development or creating a clear basis for consciously supporting the mission statement and thus the corporate goals – space can do it.

Places and spaces can mean much more for brands and systems than simple (employer) branding measures or process-supporting “housings”. Spaces tell stories, create identity, provide support and orientation and thus have a significant influence on one’s own actions.

With this knowledge in the background, we design solutions in the broad field of “New Work” that create sustainable values and convey attitudes. Many works of the last few years have become true hybrids, have gained clarity and goals during the processing phase or have undergone change and now drive several levels of our clients. Whether in the service of brand communication, for sales optimisation or also with an impact direction of knowledge culture and collaboration. The redefinition of the office function during and especially after the pandemic was also super exciting.

Methods and
transformation

Interesting is, despite sophisticated methodologies and all the prior knowledge, the solutions are usually not easy to categorise and also have a limited lifespan. System approaches such as “activity-based working” or non-territorial workplace cultures can generate added value in some areas. However, when applied to a similar company of the same sector and size, they can fail spectacularly. Many successful transformations therefore use a very differentiated and also empirical approach. And very few have the opinion that a New Work culture will ever reach a stable end point.

I am fascinated by the multidimensionality and growing importance of the topic, especially against the background of generational change, the meaningfulness of work and the currently very accelerated virtualisation of cooperation.

Michael Ostertag | Partner bei SCHMIDHUBER

Communication as a Stabiliser

The drivers of the movement are diverse and huge. Generational change, societal cultural change, digitalisation, new process methodology or simply a pandemic.

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Experience? Identity!

Experience?
Identity!

An opinion of Michael Ostertag

The industry is feeling a change. Again. Rumour has it that the royal road to success leads through experience. Every brand is charged with a promise of adventure, satisfaction or security. It all depends.

I see it differently. Don’t get me wrong – I love adventures, contentment and security, but I also love something else: honesty. Authenticity is a value and a promise in which everything else is included, because you mean what you say and stand by who you are. My thesis is therefore: Identity BEATS Experience, because identity gives security. Experiences are only meaningful if they are unmistakably tied to a brand.

I don’t want to wait until the question Identity VERSUS Experience is decided by the market. Because I see it as my actual job in a creative agency to communicate brands in such a way that they are understandable and sustainable.

Authenticity is a value and a promise in which everything else is included, because you mean what you say and stand by who you are. My thesis is therefore: Identity BEATS Experience, because identity gives security. Experiences are only meaningful if they are unmistakably tied to a brand.

Michael Ostertag | SCHMIDHUBER

What makes a brand credible?

At SCHMIDHUBER, a creative-analytical experiment always comes first. We ask ourselves the classic basic questions: What is a brand? What makes it credible? What distinguishes it from its competitors? What associations should it evoke in the customer? Or formulated differently: What is the identity of the brand we are communicating?

A leap back in time is helpful to understand in which direction our industry is developing. It is no longer enough to use the unique selling proposition of the brand essence as an argument to force the customer’s buying decision. The design, user-friendliness, technical possibilities and forms of presentation of the suppliers of a product group are too similar for that.

Distinctive features about the consumer product are not a sufficient brand message. In addition, the speed innovation launches is now extremely high. Focusing on a specific product does not seem to make much sense for this reason alone.

Really?
Does it have to be like that?

Yes and no. Yes, because what the modern understanding of brands could assume for a long time, namely that their success is shown by the fact that a target group recognises them by their product characteristics, is no longer valid on its own. No, because it is at least as relevant that target groups differentiate in a much more sustainable way. Today, customers are no longer mainly interested in distinguishing themselves through a brand; the offers are too similar for that and the customer is much better informed. Purchase decisions therefore depend on more than a brand promise, they depend on the brand delivering what it promises.

Experiences strengthen the brand if they are related to it. Only identity has become obsolete. And experience will follow. That’s why we check the enthusiasm for experiences and always think about the necessary feedback to the brand. So that it doesn’t get lost in the fair of possibilities. At SCHMIDHUBER, we call this renitence: we notice trends and stick to using the existing possibilities to turn them into opportunities. With common sense. With experience and passion. Honestly.

”Wir nehmen Trends wahr und bleiben dabei, die vorhandenen Möglichkeiten zu nutzen, um sie in Chancen zu verwandeln. Mit gesundem Menschenverstand. Mit Erfahrungswerten und Leidenschaft. Ganz ehrlich.“

Michael Ostertag | Partner bei SCHMIDHUBER

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+49 89 157997-0
Oder schreib uns:
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Entering the BSH Brand World

SiemensThe Gardens of Intelligence

Nina Wiemer | Head of Live Communication Central Europe bei der BSH Home Appliances Group

Home Connect IFA 2023: Designing the future home

Bosch Planet Care

Jan Domin | Partner bei SCHMIDHUBER und Client Manager für die BSH

Photos © Jörg Hempel, Aachen

Weitere Projekte

Offene Fragen?

Innovative design concept and interactive event experience

A communicative tone

Michael Ostertag | Partner und Chief Creative Officer at SCHMIDHUBER

Audi's four brand pillars

Sustainability

Photos © RaphaëlOlivier, Warsaw

Weitere Projekte

Offene Fragen?

New Work?New Culture!

Jens Rieken | Managing Director at Star Finanz

Working environment of the future

Inspiration.Competence.Connection.

Future of Work? New Work Culture!

Jens Rieken | Managing Director at Star Finanz

Photos © Olaf Becker, Becker/Lacour, München/Frankfurt

Weitere Projekte

Offene Fragen?

New Work

Michael Ostertag | SCHMIDHUBER

Space asa Storyteller

Methods andtransformation

Michael Ostertag | Partner bei SCHMIDHUBER

Communication as a Stabiliser

Weitere Projekte

Offene Fragen?

Experience?Identity!

Michael Ostertag | SCHMIDHUBER

What makes a brand credible?

Really? Does it have to be like that?

Michael Ostertag | Partner bei SCHMIDHUBER

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Offene Fragen?

Corporate & Brand

Experience

Interactive & Virtual Brand Experiences Space Design Corporate Design Interior Identity Architecture Lounges & Hospitality Areas Purpose & Sustainability Programs Visual & Verbal Identity

Entering the
BSH Brand World

Siemens
The Gardens of Intelligence

Bosch
Planet Care

Weitere
Projekte

Offene
Fragen?

Photos © Raphaël
Olivier, Warsaw

Weitere
Projekte

Offene
Fragen?

New Work?
New Culture!

Inspiration.
Competence.
Connection.

Future of Work?
New Work Culture!

Weitere
Projekte

Offene
Fragen?

Space as
a Storyteller

Methods and
transformation

Weitere
Projekte

Offene
Fragen?

Experience?
Identity!

Really?
Does it have to be like that?

Weitere
Projekte

Offene
Fragen?