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Brand Experience World

HAIX Brand Experience World in Mainburg

In spring 2019, HAIX celebrated the opening of its new world of experience in Mainburg with a spectacular production. On more than 1,000 square meters, the new flagship store – HAIX World – combines sales areas with a world of experience, functional products with brand cult and traditional craftsmanship with high-tech manufacturing.

Identification
with the brand

In Mainburg, Xaver Haimerl once added the X of his first name to the first three letters of his surname and started producing HAIX shoes. Due to our 360° experience concept, buying shoes here has become an experience.

TBD……….Spitzentechnologie und Kundenerlebnis ist das SONY Markenversprechen. Die Technik wird kleiner, brillanter, einsetzbar in jeder Lebenslage. Das gibt dem Nutzer wieder Raum und Zeit für Phantasie und Inspiration. Genau dieses Gefühl haben wir auf der IFA erfolgreich in die dritte Dimension gebracht.

Lennart Wiechell | Managing Partner bei SCHMIDHUBER

HAIX World

In the HAIX World you can try on the complete priduct range and spent your leisure time in spacious sales rooms. In addition to the products, information on the development of shoe production from its beginnings to the present day is displayed in the adjoining museum area.

Insight into
production

HAIX World is directly connected to the production in Mainburg. Visitors can take a look inside the factory through two panorama windows. A virtual tour also takes visitors through the factory in Croatia.

Photos © Otto Schlemmer, business photographer

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Play. Watch. Listen. Create.

One Sony

Play. Watch. Listen. Create.

SCHMIDHUBER have once again designed and built the Sony stand for the IFA Berlin 2013. One year after the successful debut it’s the customer who is center stage. From a raised platform at the heart of the Sony installation, visitors have a panoramic view of the trade fair highlights and the range of products on display. Spreading out from the center, different segment-shaped areas display each of the product groups: Play, Watch, Listen and Create, and everything comes together with the Brand Horizon to form one coherent image – One Sony.

The SONY brand is synonymous with cutting-edge technology and great customer experience. Technology is becoming ever smaller, more sophisticated, and useful in everyday life. This affords the user the space and time to dream and be inspired. And it’s exactly this feeling that we dimensioned at the IFA.

Timm Wilks | Managing Partner at SCHMIDHUBER

Highlights in the center

The highlights of the show are at the center: the new mobile devices. Here, visitors can experience All the best of Sony in one space-saving device: camera, screen, sound and apps.

Starting from the highlights in the center, the products are presented in ever-increasing detail as the visitor moves further into the Sony stand. In this way, the essence can be experienced even in a brief visit.

360°
Panorama

Unlike last year’s show, the panorama is not in one continuous band, but is made up of individual ultra-flat screens that only build to a 360° panorama when viewed from the center: the giant Sony Kandō Picture.

An interplay of individual and group perspectives brings the brand to life, with all its core and individual messages.

Sustainable product experience

The panorama follows the personal philosophy of Kazuo Hirai, President and CEO of the multimedia giant Sony. The Japanese word Kandō describes the act of conjuring a joyful smile on a customer’s face, and it is here made real in a surprising and breathtaking moment for visitors to the Sony brand experience.

The clear design, with reduced colors and graphics turn the products into trade fair heroes.

Lennart Wiechell | Managing Partner at SCHMIDHUBER

In Collaboration with Sony

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

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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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Digital B2B Platform

Virtual
Brand Experience

Digital B2B platform

There is one thing we at SCHMIDHUBER are particularly good at: keeping a cool head in hot situations and still focusing on finding the right solutions. This is also the case when a pandemic turns the world upside down and planned trade fairs and events are cancelled. In these situations we recognize the opportunity to break new ground and push the boundaries further.

Therefore, in 2020, we implemented a digital B2B alternative concept for Siemens. The result was a virtual brand platform, which we developed further with our partners from Blackspace in the following year, enabling the usual professional and individual communication with dealers far away from an exhibition hall.

Die persönlichen Gespräche mit unseren Partnern:innen im Handel waren auf der IFA immer ein fester Bestandteil unseres Erfolges. Nun gilt es, mit einer virtuellen Plattform an diese zwölfjährige Erfolgsgeschichte nahtlos anzuknüpfen und Handel sowie Konsumenten von innovativen Hausgeräten zu begeistern.

Volker Klodwig | Executive Vice President Sales BSH Hausgeräte GmbH

Welcome to the
Virtual Loft

The Siemens product range is presented in the form of a virtual loft – the epitome of the modern, urban lifestyle. The focus of the Siemens Loft is on the Innovation Kitchen with five outstanding new products. These reflect the technological and design expertise of Europe’s No.1 built-in brand.

Experience Center

The communication concept provides detailed information on new market launches, plenty of moving images for better understanding, tailored solutions, and special PoS offers.

Exhibition 2.0

Creating closeness through digital live experience and making the brand tangible was both the greatest incentive and the greatest challenge during the conception phase. The result was an urban loft that is in no way inferior to the trade show presentations of the last IFA years.

The only difference? The loft was set up in the Eisbach studios in Munich and B2B as well as customers experience the product innovations via video material and through moderated demonstrations. Technical data can be studied in front of the computer in peace and quiet, and one-on-one discussions can be held with more focus than would otherwise be the case in the hustle of the trade show.

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House of Progress Vienna

House of
Progress Vienna

A gallery of progress

With the House of Progress in Mooncity in the first district of Vienna, Audi shows how automotive boundaries are shifting. In the middle of the city centre we created a communicative place where the fascination of electric premium mobility becomes real and tangible.

With the highest level of design and content, the visitors become part of a journey through the future-oriented orientation of the Audi brand and experience what the phrase “Future is an Attitude” means in real.

For us, working on the spatial communication element of Audi’s new brand image was a labor of love. And we’re thrilled to see the first fruits of that labor: physical touch points that invite people from all over the world to experience the power of this progressive brand first-hand!

Michael Ostertag | Partner at SCHMIDHUBER

Living
Progress

In just two months, an experience centre was created whose interior credibly brings the Audi brand values to life. Visitors can enter a completely new Audi world and through changing events and theme weeks the experience centre became a place-to-be in Vienna’s city centre.

A hands-on future

With its unusual design the adventure centre invites visitors to take a stroll. Exhibits and interactive graphics illuminate the dawn of a new design era.

“The House of Progress in Vienna shows how brand communication can inspire people. Whenever design, content and culture interact to unfold their effect,” says Michael Ostertag.

Screen
Time

The spectacle of progress is presented in the large “Blog of Progress” and on various screens. The design of the new Audi models will be explained to visitors by Audi design director Marc Lichte and well-known brand ambassadors such as Anna Gasser gave their impulse to future topics.

Customer
Privat Lounge

A product genious explaines the new technologies and vehicles of the Audi brand to those who were particularly interested. In a separate Customer Private Lounge, individual configurations can be made with advisors.

Personal mobility is an expression of our thoughts and attitudes. The House of Progress in Kärntnerstraße provides the perfect opportunity to get to know the brand better. As well as the chance to test-drive pure electric models—demonstrating how Audi’s sustainable premium mobility can make a valuable contribution to reducing CO2 footprint.

Bernhard Loos | Marketingleiter Audi Österreich

House of
Progress Café

Of course, good coffee is a must have when beeing in Vienna. That’s why the House of Progress is also a meeting place and meeting zone. The café on the first floor invites you to linger in an extraordinary atmosphere. Visitors have an exciting view of great design, clear lines, high-quality materials and furniture as well as at the Kärntnerstraße.

Photos © F.List GmbH

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SCHMIDHUBER Academy

The Culture
of Knowledge

Lifelong Learning at SCHMIDHUBER Academy

One person’s insular talent is another person’s knowledge gap. The very diverse composition of our team ensures an incredibly large and diversified pool of knowledge and the possibility of exchange and mutual teaching and learning. Internal formats offer a platform to live this exchange in a targeted and value-adding way.

For me, lifelong learning, collaboration and co-development set the foundations for great work. And our Collaboration Space fosters all three.

Michael Ostertag | Partner at SCHMIDHUBER

The Academy

In today’s fast-paced world, the only way for professionals to keep their fingers on the pulse is to stay curious and always look forward. That’s why on-the-job training and development is a fixed element of the SCHMIDHUBER corporate culture.

Our Goal

We offer our team tailor-made training solutions to help improve their skills. The results are plain to see: happy employees and exceptional results for our clients.

Great
to have
you here.

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Innovation Days

Action. Fun. Exitement.

Creating something new together.

Innovation doesn’t just happen by chance. Innovation is a daily discipline. In order to keep our thinking fresh and clear the space to think big, we take the chance to open our minds at Innovation Camp.

The Innovation Days

Here, we spend a day together, hiking, working, thinking and playing. Discussing new ways to look at ourselves and the world.

Tinkering, planning and testing together. Accepting a challenge and working towards a goal. That’s what transforms us from a band of creative soloists to a phenomenal team—consistently delivering epic results.

Lennart Wiechell | Partner at SCHMIDHUBER

Our Goal

We collect ideas and develop strategies, we formulate concepts and evaluate designs. And we create working plans in an atmosphere that gives us the space needed for unusual ideas to grow.

Great
to have
you here.

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Changing Perspectives

A change of perspective

‘Vorsprung durch Technik’ in a diverse, emotional and sustainable way

On the main concourse of the Frankfurt Motor Show, Audi invites visitors to look at mobility from a new point of view: a “Hanging City” inspires fresh perspectives and allows visitors to encounter the varied demands on future mobility, as well as Audi’s innovative technical solutions.

The Audi pavilion with its “hanging city” created a walkable story. Where streets crisscross through themed worlds and conversations take place on city squares.

Michael Ostertag | Partner at SCHMIDHUBER

A floating cube

Audi presented their first free-standing temporary building on the central concourse of the Frankfurt Motor Show in 2011. In contrast to this free-form and dynamic design, the 2013 model is starkly geometric.

A 4m-high mirrored band surrounds the ground floor of the building, creating the illusion that the building is floating in the air. This carries the theme of the exhibition “The Hanging City” outside the building itself. Visitors enter the structure through raised bridges.

The hanging city

Inside, a futuristic urban world opens up, from an unusual perspective: The city – the symbol of mobile, urban living – is upside down!

The city has always provided the backdrop for stimulating discussion and fresh ideas. And the Audi “hanging city” is no exception—offering the perfect platform to respond to the needs of individual urban mobility.

Michael Ostertag | Partner at SCHMIDHUBER

Virtual Worlds

“The Hanging City” is illuminated by detailed projected images and a total of 11.2 million LED pixels, bring a broad range of urban scenarios to life; districts, streets and open squares hang above the heads of the visitors. Mirrors on the ceiling and the walls extend the city landscape to infinity in all directions, and play with the glittering city lights, creating a spatial drama and forming a thematic backdrop for the Audi models on display.

Architecture, media installations and mysterious lighting combine to create an impressive brand and experience world, offering visitors new perspectives on the multiplicity of tomorrow’s urban mobility solutions.

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We love Gold

We love Gold.

Awards at SCHMIDHUBER

Innovation and creativity are anchored in our DNA. More than 300 international awards won are a valuable confirmation that motivates and drives us. And best of all: We are the creative agency #1!

For over three years we were ranked #1 in the creative rankings of the renowned industry media W+V and Horizont in the category communication in space.

It’s not the pursuit of recognition or prestige that drives us. Instead, it’s the satisfied clients and epic projects. We are motivated by the emotional responses our showcases generate. And being able to contribute to our client’s brand success. If we are able to impress industry experts and juries along the way, then that’s an added bonus.

Susanne Schmidhuber | Founding Partner von SCHMIDHUBER

Awards - for what?

Award juries are made up of high-calibre designers and industry experts who evaluate all works under strict guidelines for design quality, innovation and significance. An award is therefore always an independent and credible recognition. It brings our clients positioning, prestige and PR. And also of course for us as a design agency.

Great
to have
you here.

Call us:
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Pioneering Retail Spirit

Well designed

Keeping the pace of change

It’s hardly news that digitalization represents a number of challenges to retail: The changes are for all to see. But they follow on from a tradition of change — one that’s seen grocery stores become supermarkets and supermarkets become department stores and then malls. Teleshopping habits and mail order companies started a shift away from physical retail stores years ago. And online shopping has picked up where they left off. But this level of disruption is by no means over: More than ever, retailers are fighting to retain customers — frantically offering incentives and benefits.

“What’s most important is helping clients to comprehend the advantages of the ecosystem economy and its associated retail services. Afterall, they’re numerous. But for clients to be able to recognize and appreciate the benefits of digital processes, they need to be clear.”

Jan Domin | Partner at SCHMIDHUBER

The future of stores

Anyone looking at current survey results amongst retailers can see where things are headed: 75% of retailers think that in 10 years’ time payment systems will be redefining their sector. No one need ever wait in a long line again—they’ll simply leave the shop and the amount for their goods will be automatically deducted from their bank account—powered by the data held in their digital profile. More than half of those asked believe stores will become showrooms where products can be tested and then ordered from the retailer’s online store. And here’s another compelling figure: One in two assume that the value add of goods on offer will increase noticeably with the use of virtual reality and that store opening hours will need to mirror those online—24/7.

But what does this mean for the development of design?

Easy Shopping!

At the Expo Milan 2015 the supermarket of the future was on display. Coop and Amazon Go presented their vision of the physical store very clearly: And to meet every day needs they are all about information, service, time and environmental awareness. Interactive displays offer all kinds of information imaginable on ingredients, recipe suggestions, product origins and ecological footprints. Not to mention provide essential navigation support through the store itself and its various offers.

The logistical advantages are obvious: Purchasing behavior can be processed in real time via a merchandise management system, as can the customer’s need for information. This sees the customer elevated to more than a just a user. It makes them an enormously important contributor to the system. And the reason why is clear: With digital transformation and the permanent exchange of data, customers can provide information and feedback about their experiences. As well as what can be improved. And yet in contrast to Asia, this level of transparency is (still) viewed critically in Germany. Even though it represents a huge service advantage through which supply and demand can be balanced faster—making it more customer-centric than ever before.

Alongside redesigning the shelves and in-store signage, focus naturally falls on the checkout area—after all this is where the time factor comes into play. Through the connection established between the customer’s smartphone and the supermarket’s digital payment system, queues are a thing of the past. The customer’s purchases are automatically recorded and the amount debited from their customer account.

The theme
of sustainability

Jan Domin, Associate Partner at SCHMIDHUBER, thinks it’s the digital aspect of design that counts the biggest now in physical retail stores: “What’s really important is exploiting the advantages of this ecosystem and making all of its numerous associated commercial services transparent to the customer. The digital process must be clear to the customer so that they learn to recognize and appreciate the personal benefit”. Retail techniques are changing online all the time and are then adapted to meet challenges offline. This means that digital change only becomes visible after a certain time delay. “We, as designers, are almost exclusively still working in the transition between online and offline—waiting until this change process is complete. But we can already start to see some of the great potential that lies around the corner. Think of the space that will become available if, for example, large supermarkets and parking spaces become surplus to requirement. If the supermarket comes to us or we pick up our orders at a drive-through—there’s tremendous space being created “.

But let’s not forget the other areas of physical retail stores that are also being affected by change. “In the past, stores placed special emphasis on product presentation, but today communicating themes or messages are more important. The aim is to answer the customer’s questions about personalized services, for example, or on the theme of sustainability. This is how you convince your customer of your brand”, says Michael Ostertag, Managing Partner at SCHMIDHUBER. “We have to be aware that in the future physical stores will mainly be there to influence purchasing decisions. We are going in the direction of flagship stores that work together with an online retail platform”.

“Whereas shops once placed special emphasis on product placement, today dialogue plays a much more important role. This is about responding to customers’ concerns whatever they are. Whether it’s the need for personalized services, sustainability, or something else—you create brand loyalty when you engage in two-way communication.”

Michael Ostertag | Partner at SCHMIDHUBER

Pioneering spirit
pays off in the long term

An experiment into the field of store architecture was kicked off some time ago in Hamburg in 2015. HAUSGERÄTE & FRIENDS was an attempt by a household appliance retailer to combine classic retailing with online shopping components. The stores were equipped with digital product configurators as well as displays, which made it possible to experience all appliances in their original size. This experience world — backed by digital technology — formed the center point of the shop. It was intended to cover the entire spectrum of customer needs through virtual reality with the added value of a physically present salesperson. This concept went exactly in the right direction by combining all the advantages of physical retail such as; personal advice, more trust in local dealers, and clear service lines, as examples, with an infinite range of online retail products. It comes as no big surprise that the concept proved not to be a long term success.

“The change isn’t worth it” and “The customer isn’t ready yet” are the sentences most often heard when explaining why visionary projects such as these aren’t pursued. Michael Ostertag explains: “Real purchasing behavior cannot be captured digitally. There is still a noticeable lack of empirical data. Ultimately, it comes down to taking a more long-term perspective: Retailers must be prepared to wait out the period between now and customer’s purchasing behavior changing.

The potential is huge — retailers just need to take a risk and a deep breath — and it will pay off in the future”.

This article is based on a lecture given by Jan Domin, Associate Partner at SCHMIDHUBER, for the IHK Regensburg on August 1, 2018.

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Offene
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Brand Experience World

Identificationwith the brand

Lennart Wiechell | Managing Partner bei SCHMIDHUBER

HAIX World

Insight into production

Photos © Otto Schlemmer, business photographer

Weitere Projekte

Offene Fragen?

One Sony

Timm Wilks | Managing Partner at SCHMIDHUBER

Highlights in the center

360°Panorama

Sustainable product experience

Lennart Wiechell | Managing Partner at SCHMIDHUBER

In Collaboration with Sony

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

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?

VirtualBrand Experience

Volker Klodwig | Executive Vice President Sales BSH Hausgeräte GmbH

Welcome to theVirtual Loft

Experience Center

Exhibition 2.0

Weitere Projekte

Offene Fragen?

House of Progress Vienna

Michael Ostertag | Partner at SCHMIDHUBER

LivingProgress

A hands-on future

ScreenTime

CustomerPrivat Lounge

Bernhard Loos | Marketingleiter Audi Österreich

House ofProgress Café

Photos © F.List GmbH

Weitere Projekte

Offene Fragen?

The Culture of Knowledge

Michael Ostertag | Partner at SCHMIDHUBER

The Academy

Our Goal

Great to have you here.

Action. Fun. Exitement.

The Innovation Days

Lennart Wiechell | Partner at SCHMIDHUBER

Our Goal

Great to have you here.

A change of perspective

Michael Ostertag | Partner at SCHMIDHUBER

A floating cube

The hanging city

Michael Ostertag | Partner at SCHMIDHUBER

Virtual Worlds

Photos © Andreas Keller, Altdorf

Weitere Projekte

Offene Fragen?

We love Gold.

Susanne Schmidhuber | Founding Partner von SCHMIDHUBER

Awards - for what?

Great to have you here.

Well designed

Jan Domin | Partner at SCHMIDHUBER

The future of stores

Easy Shopping!

The theme of sustainability

Michael Ostertag | Partner at SCHMIDHUBER

Pioneering spirit pays off in the long term

Photos © Jörg Hempel, Aachen

Weitere Projekte

Offene Fragen?

Identification
with the brand

Insight into
production

Weitere
Projekte

Offene
Fragen?

360°
Panorama

Weitere
Projekte

Offene
Fragen?

New Work?
New Culture!

Inspiration.
Competence.
Connection.

Future of Work?
New Work Culture!

Weitere
Projekte

Offene
Fragen?

Virtual
Brand Experience

Welcome to the
Virtual Loft

Weitere
Projekte

Offene
Fragen?

House of
Progress Vienna

Living
Progress

Screen
Time

Customer
Privat Lounge

House of
Progress Café

Weitere
Projekte

Offene
Fragen?

The Culture
of Knowledge

Great
to have
you here.

Great
to have
you here.

Weitere
Projekte

Offene
Fragen?

Great
to have
you here.

The theme
of sustainability

Pioneering spirit
pays off in the long term

Weitere
Projekte

Offene
Fragen?