FOR A LIFE LESS ORDINARY

Siemens.

Dive in to the new brand world: Siemens Home Appliances continue to break new ground and have established themselves as the brand to watch in the industry. And for the IFA 2014, they have chosen to present their latest product highlights in a most unique way, through an installation that turns brand communication into the experiential.

»Space Lab«

The architectural concept “Space Lab” embodies the futuristic nature of this premium brand. Walls, floor and ceiling are joined together to form a polygonal frame that acts as a physical link between all the different themed areas. In this way, a presentation platform for products becomes a walk-through brand world.

presentation islands

Four distinct presentation islands put the focus on highlight themes and products: “Speed,” “iSensoric,” “Passion” and “Home Connect.”

At the center of the stand, the new oven series iQ700 has pride of place – “the fastest oven in the world” is presented under the heading “Experience Speed.” This product series is distinguished by its made-to-measure installation, a wide range of possible combinations and above all a reduction of up to 50% in preparation time. On a 35-square meter LED wall, three real ovens form part of a virtual film, making them the star attraction of the show.“Experience Speed.”

»iSensoric«

The innovative “iSensoric” technology used in these next-generation appliances is presented under the heading “Experience Intelligence.” A solid curtain of rain reacts to visitor’s movements, thanks to sensitive motion control – a visual representation of the simple yet smart technology at work in these new appliances.

»Experience Passion«.

The new coffee machine EQ.6 with its state-of-the-art functionality expresses the passion for the perfect cup of coffee. In front of a wall relief made up of 1,500 espresso cups, a professional barista offers visitors a blind taste test. A three-dimensional sculpture of a coffee cup hangs overhead, inviting visitors to “Experience Passion.”

»Experience Connectivity«

“Experience Connectivity:” For the first time, networked appliances from the brand family can be controlled using a smartphone app, in the area “Home Connect.” Visitors use an interactive wheel to follow a virtual character through a normal day, and experience the freedom these new devices can bring. In the “Augmented Reality Area,” large pillars offer further information on the products.

increased visitor interaction

“Using a harmonious interplay between architecture, communication and product presentation, we have made the promise ‘For a life less ordinary’ tangible,” say Siegfried Kaindl, Managing Partner at SCHMIDHUBER and Christoph Rohrer, Managing Partner at KMS BLACKSPACE. “What’s new here is the increased visitor interaction in the four ‘Hero Product’ presentations, something that goes far beyond a traditional feature-oriented product demonstration.”

Credits:

Responsible as General Contractor:
SCHMIDHUBER, Munich

Concept and architekture:
SCHMIDHUBER, Munich

Concept and Communication:
KMS BLACKSPACE, Munich

Photographer:
Jörg Hempel, Aachen

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FOR A LIFE LESS ORDINARY

»Space Lab«

presentation islands

»iSensoric«

»Experience Passion«.

»Experience Connectivity«

increased visitor interaction

Schmidhuber

Partner

Brand

Dimensions

Main menu

Languages

User menu

FOR A LIFE LESS ORDINARY

»Space Lab«

presentation islands

»iSensoric«

»Experience Passion«.

»Experience Connectivity«

increased visitor interaction

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Schmidhuber

Partner

Brand

Dimensions