2015 – SCHMIDHUBER

Urban Harvesting with Solar Trees

Urban harvesting

Solar Trees

In Milan, the first seeds were sewed for innovation within solar energy. Since then our ‘solar trees’ from the German Expo Pavilion in 2015 have arrived at Merck’s Innovation Center where they are set to take root in cities around the world.

Time for change

The switch to renewable energies is inevitable. Factors such as climate change and dwindling energy reserves only act to reinforce this. That’s not to say that the potential of renewable energy sources isn’t still limited: The huge wind turbines dotted across our landscape feel somewhat alien, and endless solar parks just too vast.

More subtle solutions are needed to integrate renewable energy into cities and our everyday lives. It is precisely this challenge that we took up as part of Expo 2015. Together with Belectric, Carl Stahl, the Lapp Group, Hager and Merck, we sought to develop the first and only functioning photovoltaic steel cable web with organic solar cells, which might one day shape our urban landscape.

Effectiv and sustainable

Inspired by research into the “Discovery and Development of Conductive Polymers”, which was awarded the Nobel Prize in Chemistry in 2007, scientists have been developing organic photovoltaic technology. Unlike classic photovoltaics, OPV uses plastics made of carbon compounds as photoactive layers.

These can be produced using a printing process and have above-average performance values in low-light and difficult irradiation conditions. This is particularly beneficial when the site is not optimally positioned, making OPV solar systems up to 25% more effective than conventional ones.

“I am convinced that ecological awareness, innovation and design are not mutually exclusive. In the future, the energy efficiency of buildings and shells must play an integral part in every development. The theme of Expo 2015 “Feeding the Planet, Energy for Life” is just getting started in Milan!”

Thomas Burkard | Managing Partner at SCHMIDHUBER

The sky is the limit

This innovative technology has allowed us to develop a flexible system that offers virtually unlimited design and application possibilities. Buildings, public spaces, roofing on railway stations, squares, large open spaces or even mobile objects such as trucks could also be utilized.

The construction is quite simple

These can be affixed to buildings using existing masts or attachments. A circumferential frame construction is mounted, which supports the steel cable web. It is hung from this structure and can have a wide variety of mesh sizes: square, rectangular, triangular – even hexagonal, as demonstrated in the EXPO project.

Photos © Hans-Jürgen Lemp

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The Power of Four

Four focus topics of Audi in an experience walk

Audi’s exhibition at the 2015 Frankfurt Motor Show is raising the bar for innovative live communication: before visitors get to see the full range of Audi automobiles on offer at the center of the brand building, they are led through an impressive presentation of the four focus themes: Audi ultra, Audi Technologies, quattro and Audi Sport. “the power of four.”

Never have we developed a trade show appearance as thematically stringent as this one. And never have we been able to demonstrate Audi’s innovations in such detail, as at the IAA 2015. And yet at the same time visitor’s were offered a more powerful experience than ever before. The connection between both is quite unique.

Luca de Meo | Vorstand für Vertrieb und Marketing der AUDI AG

Experience
Walk

The ‘experience walk’ begins as visitors enter the building on an escalator through a delicate, organic network structure that grows from the facade of the building. It’s a lightweight ultra structure in 3D, and the beginning of the voyage of discovery. Visitors experience the advantages of lightweight construction, efficient engines and alternative fuels.

A room temperature of -21°c creates a world carved out of ice that illustrates the branding and lifestyle of Audi quattro. By contrast, the next section Audi Sport uses sound and visual cues to recreate the high-octane atmosphere of the racetrack and draw the eye to the motorsport icon Audi R18 at the end, turning on a banked curve and leading visitors to their right, down to the automobile exhibition area.

360° Brand Communication

“the power of four” is presented on four enormous media screens, each one with a real car mounted on the screen, and moving to interact with the virtual story told on the screen beneath it. Lighting, media and movement present each car in a constantly changing and developing story to illustrate each of the four key themes, picked out by the roving compass needle in the center of the hall.

Live communication has created a shift in perspective. It’s increasingly important to establish diverse attitudes to a brand and its products. And in so doing to speak to target groups in a differentiated way.

>>the power of four<< does exactly that: Here, visitors experience Audi’s four focus themes by means of an “Experience Walk”—encountering the brand and product in perfect harmony. This effectively turns the communication principle on its head. Favoring an emotional approach to demonstrating the Audi brand’s competitive edge.

Michael Ostertag | Partner at SCHMIDHUBER

Photos © Andreas Keller, Altdorf

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Simply well made…

Simply well made

Modular and lively brand concept for Constructa

SCHMIDHUBER have designed a new brand presence for Constructa, at the LivingKitchen in Cologne. Constructa produce built-in kitchen appliances that are high-performance, comfortable and user-friendly. With their slogan “simply well made,” Constructa appeal to a young target audience that know how to appreciate top quality and uncomplicated design.

Backdrop of stacked boxes

The Constructa slogan ‘simply well made’ was the springboard for the conceptual design. Presenting this idea in a clear and uncomplicated way that was still visually arresting transports visitors to a living kitchen where they can feel right at home.

Even from a distance, one thing stands out about the trade fair stand and the product presentation area: it is all made of cardboard. This warm surface structure and the bright mix of colors create a friendly, inviting atmosphere right from the word go. This flexible diamond shape allows the products in the three areas of “cooking”, “cooling” and “cleaning” to be presented in a playful way.

Modular flexibility

Far away from a rigid fitted kitchen, the products are presented as living islands, and against the abstract background of the stand’s structure, the appliances appear in surprising ways. The backdrop of stacked boxes serves to underline the modular flexibility of Constructa appliances, and speaks to a young, fresh kitchen design.

This project was a source of great pleasure for the client, us and trade fair visitors. Based on a simple idea, we created a coherent spatial, graphic and communication concept, that came together seamlessly in terms of its final appearance.

Cathrin Loose | Client Manager at SCHMIDHUBER

Original graphic language

The brand presence is completed with a graphic language developed by SCHMIDHUBER. With simple means a maximum depth of information is generated: Color-coded icons mark the different product and exhibition areas. Colored decoration elements in complimentary tones evoke everyday kitchen life and contribute to the approachable character of the living kitchen. Every intricate detail implicitly highlights: “Simply well made!”

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Urban harvesting

Time for change

Effectiv and sustainable

Thomas Burkard | Managing Partner at SCHMIDHUBER

The sky is the limit

The construction is quite simple

Photos © Hans-Jürgen Lemp

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The Power of Four

Luca de Meo | Vorstand für Vertrieb und Marketing der AUDI AG

ExperienceWalk

360° Brand Communication

Michael Ostertag | Partner at SCHMIDHUBER

Photos © Andreas Keller, Altdorf

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Offene Fragen?

Simply well made

Backdrop of stacked boxes

Modular flexibility

Cathrin Loose | Client Manager at SCHMIDHUBER

Original graphic language

Photos © Jörg Hempel, Aachen

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Corporate & Brand

Experience

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

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Experience
Walk

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