BAU 2015: SCHMIDHUBER set the stage for the innovative new product “iconic skin” from seele

SCHMIDHUBER have designed the firm seele’s brand presentation at the construction industry trade fair BAU 2015. seele develop and produce complex façades for internationally renowned architecture projects, for example the Apple Cube in New York or the Strasbourg Train Station. The main focus at the seele stand is on the integrative glass façade material “iconic skin” SCF and the large-format glass sandwich panel “iconic skin” GSP.

Innovations in production techniques have opened up a new world of possibilities in the field of façade construction. New materials combine the functionality and cost-effectiveness of modular construction with a new, previously impossible flexibility to adapt individual modules. Panels can be almost any shape and size, a variety of different opacities, and printed with any design or color imaginable. SCHMIDHUBER have created the space to display this range and flexibility by allowing the panels to speak for themselves. Quite deliberately, only one module is connected to the overall architecture of the stand. The others look as if they have just been delivered to a construction site. That means it is up to the visitors to imagine how these “iconic skin” panels could be integrated into an architectural project, and how they could use similar technology in their own constructions.

The stand concept is inspired by a construction site: the walls, floor and counters are made of concrete, and access to the meeting room is up a flight of scaffolding stairs. The raw, unfinished nature of the room underlines the variety of designs of the glass elements and focuses the visitors’ attention on the exhibits.

The size and position of the individual façade elements are carefully aligned, so the stand appears to visitors as a single, balanced design. The parametric print concept with various patterns and colors, developed especially for the trade fair, is carried over to all the stand’s exhibits, creating a harmonic and memorable whole, even when seen from a distance.

“SCHMIDHUBER took the idea of the impressive flexibility of “iconic skin” to its logical conclusion,” says Martin Wiedenmann, Associate Partner at SCHMIDHUBER. “This allowed the product itself to become an integral part of the construction concept of the stand.”


BAU is the largest trade fair for architecture, construction materials and construction systems in the world, and takes pace every two years in Munich. The 21st BAU runs from January 19 to 24 this year, in the Messe München, the Munich Trade Fair Center. The seele stand is in Hall C2, Stand 315.

Client: seele GmbH, Gersthofen
Concept, Graphics and Execution: SCHMIDHUBER, München
Photographer: Olaf Becker, München