Zitat_Uebersetzung_fehlt – Page 2

Driving Experience Audi AreA1

Mobile modular brand experience

A1 Driving Experience in the heart of Europe

A mobile-modular brand experience for Audi A1. The conception: „To be where the customer is“, in the major cities of Europe. AreA1 combines scalable buildings and cross-media information and entertainment.

The design language of the modules was inspired by the A1’s single-frame radiator grill that forms a strong and recognizable modular brand architecture. The different kit from 165 to1,000 sq m are flexible in configuration and size. The 10 meters wide x 8 meters tall Audi A1 landmark illuminated Barcelona’s entire coastline.

Crossmedia event

Instead of using conventional display equipment with scaffolding, spotlights and loudspeakers, the AreA1 Road show consists of a single, distinctive design space, exemplified by high-quality materials, surfaces and workmanship. The lighting rigs were designed exclusively for AreA1, with programmable light and sound systems to ensure a spectacular show at night. The customized display furniture was specially developed and is suitable for outdoor use. A true urban island in Barcelona’s prime location.

The design language of the modules was inspired by the A1’s single-frame radiator grill that forms a strong and recognizable modular brand architecture. The different kit – from S (165 sq m) to XL (1,000 sq m) – are flexible in configuration and size, and produce a variety of spatial compositions, as well as open and closed perspectives. The AreaA1 Roadshow also features a 10 meters wide x 8 meters tall Audi A1 landmark that illuminates Barcelona’s entire coastline.

The lighting rigs were designed exclusively for AreA1, with programmable light and sound systems to ensure a spectacular show at night. The customized display furniture has clear edges and no visible joints or seams, and was specially developed for the occasion and is suitable for outdoor use. The hard-foam material from which the desks and other furnishings are molded, is coated with a special rubber material to form a surface that delivers a unique and striking feel. The entire structure sits on a slightly elevated 25 m x 34 m stage that is also constructed from high-quality materials. The stage integrates all the elements to create its own unique brand space in the middle of an urban environment – a true urban island in Barcelona’s prime location.

“Our focus at the AreA1 roadshow was to develop a concept, which could be applied irrespective of the urban space around it. The ability to thrill customers is the marketing strategy of the future. That’s what we design spaces for.”

Michael Ostertag | Partner at SCHMIDHUBER

A1 Driving
Experience

Exhibition areas designed to display product information, vehicle configuration and connectivity issues in a lively and engaging manner: The „A1-Marketplace“ with jukebox, digital greetings, WLAN, water ice is the place to chill. „A1-Lab“ shows interactive configuration, connectivity, info. „A1 Workshop“ attracts creative people. „A1-Playground“ invites to efficiency-contest. „A1-Gallery“ integrates local artists. „A1-Driving Experience“ is a shotgun ride on the extreme course with instructors.

Photos © Andreas Keller, Altdorf

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Urban planning exhibition center

Urban Planning
Exhibition Center

An urban meeting space in the heart of Ningbo

Prompted by surging urban growth in many of the nation’s larger cities, the Chinese “Urban Planning Museums” are generally intended to communicate important city planning and development issues to the public. The Ningbo Urban Planning Exhibition Center interprets this concept by way of a forum-like design in which discussions between politicians, professionals and the public may take place. In the new Center, the lines between citizens and decision-makers are blurred; visitors are given rare access to the inner-workings of their city. Our goal has foremost been to create an engaging, accessible public space in the new district, and thereby strengthen both physical and social ties between the local government and community. Playze and Schmidhuber have won the invited competition to design the Urban Planning Exhibition Center in Ningbo, China.

Our main goal was to create an accessible and attractive public space that would facilitate and promote communication between the city’s various stakeholders

Thomas Burkard | Managing Partner at SCHMIDHUBER

Culture and main idea

The reference of the chinese knot became a potential concept for the design as an organizational system for the exhibition and the ciculations inside the building. The green color of the facade comes from the traditional chinese craftmanship of cermamics.

Urban Concept

The Exhibition center anchors the urban district of Ningbo Eastern New City: a fresh suburban swath of equal parts high-rise and high-way, still searching for its own identity. Urbanistically speaking, the new Planning Exhibition Center aims to bring intimacy to these wild new spaces. The building’s faceted perimeter blends horizontally into it’s context, reacting and sometimes mirroring existing site conditions. The four large entrances lead to a lobby space and multi-story atrium.

Spatial concept

Facade concept

The City of Ningbo has a rich history in ceramic production. It was here that the so-called Ceramic Road began, and the city played an important role in the national and international trade of ceramics throughout the civilization’s history. That said, the use of ceramics is not simply an homage to the local traditions of Ningbo; the building’s textured glazedceramics also create ephemeral reflections of surrounding cityscape. These reflections animate the facade with varying intensity depending on time of day, season, weather, etc.

For us, this project came to epitomize boundless collaboration. From this international cooperation—which embraced partnership, digital and modern technology—a regional communication hub emerged.

Lennart Wiechell | Managing Partner at SCHMIDHUBER

A digital project

It was never the intention to demonstrate the capabilities of digital tools by means of this project. Nevertheless, this building couldn’t have been designed, developed, produced and built without the help of cutting-edge digital technology. In order to cope with the complexity of the spatial allocation and coordination of the structure, curtainwall, secondary structure and ceramic skin a tailor-made computer script had to be coded. The script automatically generated a 3D model of the structure and façade, as well as production drawings for the respective contractors.

photos © CreatAR Images, Shanghai

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Fields of Ideas

Fields of
Ideas

„Feeding the Planet, Energy for Life“

EXPO 2015 in Milan showcases the theme “Feeding the Planet, Energy for Life”, offering answers to the major future challenges of human nutrition. In the context of a conceptual master plan, this world exhibition introduces a clear paradigm shift by dispensing with prestigious monumental buildings, and by presenting itself rather as a “sustainable AgroFood Park”.

“What we’ve learnt from previous global exhibitions is that visitors enjoy an immersive experience when they visit a pavilion. They want to be able to pick something up, touch it, move it. That’s why we wanted to bring something extraordinary to Milan, something that would forever remain engrained on visitors’memories.”

Dietmar Schmitz | Generalkommissar des Deutschen Pavillons

Authentic image

The German Pavilion offers visitors to EXPO 2015 insight into innovative and at times surprising approaches from Germany in human nutrition in the future, and invites visitors to take action themselves. Germany depicts agriculture as a strong, modern sector and an intrinsic aspect of its unique cultural landscape.

The pavilion offers visitors a new and quite unexpected Germany: open, warm, friendly and whimsical – clearly bringing the pavilion’s motto to life: “Fields of Ideas”.

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Freely accessible wooden deck

The German pavilion translates the German field and meadow landscape into its architecture in a striking and surprising way: a building consisting of a gently sloping landscape level with a freely accessible surface and a thematic exhibition inside.

Formally, the architecture is reminiscent of a “supplanted landscape” set in the pavilion’s premises which gradually slopes upward to a height of 10 meters. The German pavilion then applies the concept of stylised fields and meadows in great detail. The use of different native woods, with varied grains and tones, creates a highly distinctive design.

Dovetailing architecture and exhibition

In this landscape, with clearly discernible fields, stylised plants grow as “idea seedlings” up from the exhibition to the exterior surface, creating a large, protective canopy. These are the connecting elements, dovetailing the exterior and interior, the architecture and the exhibition itself. The unusual, organic flowing lines express pioneering innovations inspired by nature.

The Solar Trees

Thanks to integration of the pioneering organic photovoltaic technology (OPV), the energy-producing “solar trees” were created from the “idea seedlings”.

The German Pavilion is the first large international architecture project, in which the innovative products are used. Unlike conventional solar modules, the German Pavilion architectures had the possibility to use not only an existing technology here, but to design the flexible, leaf-integrated OPV modules to their optical appearance based on their own ideas, and to integrate them into the whole design of the pavilion.

“With this innovative technology, we developed a flexible system that offered almost unlimited design and application potential. Whether on buildings or in public spaces, next to railway stations, or squares—even mobile objects such as trucks could be fitted out.”

Thomas Burkard | Managing Partner at SCHMIDHUBER

A place to relax

On the landscape level, the visitor embarks on a pleasurable and stimulating journey marked by exciting perspectives onto the textile leaf canopy – an intriguing interplay of light and shade, of relaxation and discovery. This is where visitors are offered the first “teasers” – from above down through the planting “holes” right into the heart of the exhibition.

The highest point of the open visitor route offers an impressive panoramic view of the pavilion, the vibrant visitor activities taking place below, and the sweeping EXPO grounds all the way down to the EXPO lake.

International visitors

The German restaurant for 350 guests with a freely accessible outdoor seating area is located in the southwest corner of the German pavilion. From the restaurant, visitors have an unobstructed view of the event stage and the outdoor cultural program. Adjacently, a sweeping landscape tribune invites guests to take a seat. This area, the “German Piazza”, is the central and very lively spot where people can meet and interact.

Photos © SCHMIDHUBER / Milla & Partner / Nüssli

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Virtual Realities

Virtual realities

Visitors immerse themselves in the world of Kaldewei.

A sophisticated blend of sensual materials and formal perfection made this year’s stand unique. 750 m² full of competence in the field of design, digitality and materiality, which were perfectly staged by SCHMIDHUBER with the further developed stand concept.

The bathroom of the future will be almost totally personalized. Exactly this vision was brought to life at the trade fair—with the help of augmented reality. SCHMIDHUBER even developed an app that would enable visitors to view inside products which might otherwise be concealed. They could also use it to play through and visualize various design and color options.

Martin Wiedenmann | Associate Partner at SCHMIDHUBER

Digital
Sphere

In the forum of the stand, the Digital Sphere and the LEDs behind it display all the brand’s relevant topics.

Media
Choreography

Guests can enter virtual reality and immerse themselves in Kaldewei’s product and service worlds.

The media show is underscored by an emotional sound concept which ties together the entire stand

Virtual Twin

With five theme worlds, a new app and a multisensory experience, Kaldewei is making a bigger splash than ever as the industry’s driving force.

Industry's driving force

Kaldewei was also able to impressively demonstrate its position as an industry innovator at the ISH.

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

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Audi House of Progress Tokyo

Audi House of
Progress Tokyo

Future is an attitude!

At the world’s first Audi brand store in Tokyo, customers can experience the latest developments from Audi and fully immerse themselves in the brand with the four rings: Changing events, workshops, test drives and an exhibition with the latest news in the field of electric mobility demonstrate Audi’s approach to brand values and sustainability.

In Tokyo, we created the first House of Progress for Audi. The temporary showroom promotes the progressive image of the brand in all its facets. Now it’s time for roll-out.

Michael Günther | Associate Partner at SCHMIDHUBER

The Briefing

Our task was to realize a pop-up branding space with an integrated driving experience station in the heart of Tokyo. The Audi House of Progress was intended to promote the progressive image of the brand and to highlight the focus themes Sustainability! Design! Digitalization! were to be pushed. What a job!

Brand
Engagement

The open design lounge on the upper floor offers the opportunity for communication with visitors and contains the Sustainanbility competence area.

The motto “Message to the future” means that visitors can send personal text messages to the digital light bands and thus become part of the Audi brand story.

Future is an attitude

The Teaser Wall shows visitors the way to the Beyond Gallery in the basement. Under the slogan “Future is an attitude,” Audi’s expertise in design, technology and sustainability can be experienced here in various showcases.

Photos © AUDI AG

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The Audi Ring

One ring, to rule them all

AUDI AG

The central square of the Frankfurt Trade Fair will set the stage for Audi’s very first appearance with a separate, freestanding building – the Audi Ring. At the heart of the 100-meter long, 70-meter wide, and 12-meter high trade show pavilion is an integrated driving track, where up to nine vehicles will be moving simultaneously on two levels – visible also from the outside via elongated openings in the façade. With its architecture and communications strategy, the Audi Ring creates an authentic, holistic brand experience which leaves a long-lasting effect.

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Dynamism, innovation
and premium value

The spatial concept and staging convey dynamism, innovation, and premium value: movement and progression are discernible from every point of the building. The architecture is characterized by flowing forms, curved lines, and surprising transitions, incorporating façade contours, entrances, and passages into an overall concept. Together with the multi-media displays and interactive exhibits, they render the core brand message “Vorsprung durch Technik” (technological edge) and the future-oriented positioning of Audi into a sensual experience. Building on a long-standing partnership, the Audi Ring continues on from previous trade show appearances as the result of a consistent evolution.

The concept of movement—be it visitors, vehicles or even the exhibition itself—is encapsulated in the Audi Ring. The Ring has the Audi brand values › sporty, progressive, high-quality› built into its architecture. In terms of its sheer complexity and scale, the Audi Ring is the culmination of many years of collaboration and deep engagement with the brand. And it’s a striking testament to a constant evolution.”

Michael Ostertag | Partner at SCHMIDHUBER

The Grand Hall

The visitor tour starts in the “Grand Hall” where the complete range of latest Audi models is presented.

Der Technology Park

The adjoining technology park focuses on technologies such as “Audi ultra”, “Audi connect”, and Audi e-tron” which are communicated via interactive exhibits including vehicle models made from acrylic, into which visitors can project diverse content holographically.

Die Staging

At the end of the tour, three highlights await: the staging of the show cars Audi A2 concept and Audi urban concept as well as the multi-media brand show, where real and virtual elements, spatial dramaturgy, and communication are perfectly choreographed to blend into one. With its architecture and communications strategy, the Audi Ring creates an authentic, holistic brand experience which leaves a long-lasting effect.

“At this trade fair, vehicles and themes are intertwined with an event element. This allows visitors to the Audi stand to glimpse the future in the truest sense of the word. Their active participation in the event and direct interaction with the brand take center stage.”

Armin Schlamp | Managing Director KMS TEAM

Brand Experience

Everything is geared towards involving the visitor – nowhere else is this as evident as on the 400-metre long driving track of the Audi Ring, where selected vehicles can be experienced first-hand.

Photos © Andreas Keller, Altdorf

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Discover. Illuminate. Experience.

Dicover.
Illuminate. Experience.

From light tunnel to knowledge – at Deutsches Museum Munich.

Confucius said “Roads were made for journeys, not destinations.” Visitors to the Deutsches Museum in Munich know how right he was. During a renovation project, access to the center for new technologies ZNT is through a tunnel, 120 meters long, raised on steel legs high above the ground below. To make this journey a special experience in its own right, SCHMIDHUBER designed a light installation for OSRAM that draws museum visitors inside the fascinating world of lighting.

“Lighting is far more than mere illumination. And we hope to show visitors this when they see our lighting installations throughout the tunnel.”

Olaf Berlien | Vorstandsvorsitzender Osram Licht AG

Invisible light

A projection screen makes infra-red light visible, and mirrors the visitors as they pass by, inviting them to investigate and learn, dance and move, and find out which parts of their own bodies radiate the most heat.

Colourful light

By standing in front of one of the three projectors, visitors can block the individual components of white light: red green or blue. Their shadows reveal secondary or complementary colors, a playful interaction with the complex structure of colored light.

“We are very grateful to Osram and SCHMIDHUBER for this showcase. Without their help, this space would have been nothing more than a corridor. Now, it’s a visual highlight for visitors.”

Wolfgang M. Heckl | Generaldirektor Deutsches Museums

Light is change

Overlapping patterns of images and text appear and disappear with changes in the level of the RGB light sources projected onto a massive multilayered wall. New and interesting content is revealed before the visitors’ eyes, a fascinating spectacle that simulates movement. Light is more than just lighting..

Bringing engaging
projects to life

Bringing a project like the light tunnel from a concept to an exciting and experiential reality, while fulfilling all the necessary requirements and regulations, takes a team that is overflowing with passion and curiosity. It is this blend of professionalism and the joy of experimentation that makes SCHMIDHUBER so successful in bringing brilliant projects like this to life.

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SCHMIDHUBER

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Smart Living

Smart
Living

“Smart Living” takes on a new meaning with Siemens

Under the slogan; “Welcome to the exciting possibilities of metropolitan living,” Siemens greets visitors, inviting them to join on a voyage of discovery into the future of connected life. Its smart products convince any audience by means of their intelligent services and solutions—capable of enhancing and simplifying the everyday lives of millions of consumers.

The metropolitan lifestyle is one associated with excitement, speed and complexity. One where people want to be everywhere at the same time. One where they are unlimited. This sense of freedom is embodied in the exhibition stand. Everything is connected and intelligent, giving visitors the ultimate brand experience.

Jan Domin | Associate Partner at SCHMIDHUBER

Glorious setting

A tour of the stand provides many a highlight: The showcasing of “FreeInduction 2.0” demonstrates the brand’s new hob with integrated extraction system in a glorious setting. Real steam gives the impression of being extracted digitally via an LED wall.

Parcour
Show

The Parcourse Show” in the “Washing” area dynamically demonstrates the networked lifestyle in an urban environment. Here an ingenious stage setup creates the impression for visitors of their being part of the show.

Home Connect

The “Home Connect” area offers visitors the opportunity to get to know the product range on an individual level. Four interactive exhibits can be tested out to give an impression of how Siemens home appliances make everyday life easier through language assistants. A running projection beams out innovative ways to control the home with networked Siemens devices.

The Cooking Arena

In the cooking arena with Nelson Müller, visitors can look over the star chef’s shoulder during live cooking sessions and experience how voice-controlled household appliances can make everyday life easier.

Metropolitan
Lifestyle

“Metropolitan living is exciting, fast and complex,” says Jan Domin, Associate Partner at SCHMIDHUBER. “People want to be everywhere at the same time—restricted by nothing. The exhibition stand embodies this freedom. Everything is connected and intelligent so as to provide visitors with an exceptional brand experience and—of course—reflect the digital reality of modern city living.”

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Digital Fun Drive

Always
inspiring

The Software AG Fun Drive

ALL DIGITAL, ALWAYS INSPIRING – with this year’s motto our longstanding client Software AG invited to the virtual International User Groups Conference 2020.

With our in-house produced car racing game FUN DRIVE we have delivered a striking component for the cross-media communication concept, in which Software AG presents itself as a strong partner in digital transformation. Concept, UX / UI design, programming and integration – Schmidhuber thinks and feels digitally and brings the experience to virtual space!

With FUN DRIVE, the challenge was to successfully implement complex information into the system. To seek out the relevant messages, convey them simply, and design it in such a way as to ensure the game was intuitive.

Timm Wilks | Creative Director & Partner at SCHMIDHUBER

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Next Era Experience

Next Era
Experience

Marbella becomes an Audi brand world

Marbella was barely recognizable during the Audi dealer meeting in 2019. The event offered an unparalleled spectacle to over 3,200 Audi dealers and sales partners from 120 different nations.

Our main goal was to create an accessible and attractive public space that would facilitate and promote communication between the city’s various stakeholders.

Michael Ostertag | Partner at SCHMIDHUBER

Future becomes present

With the world premiere of the Audi e-tron, a virtual journey into the future of the auto industry, breathtaking evening events and the opportunity to discover all the latest Audi innovations, this 3-week event offered Audi dealers everything they needed to immerse themselves in the brand world.

Space Trip

We turned the future into a space mission and sent the Audi dealers on a journey to new realms. Into a new era of mobility. A space shuttle was sent 18 times to distant worlds – each to a future-oriented Audi theme.

Brand Spaces

Driving Experience
Circuito Ascari

In the stunning landscape of the South of Spain the guests had time to experience the mobility of the future in the Audi e-tron.

Networking
Events

After the driving experience at the Circuito Ascari, the focus lay on the exchange with experts at the e-tron brand pavilion. The gala dinner and the big after-show party in the evening rounded off the event and turned the dealer meeting into a great adventure. It provided the perfect setting to turn Audi’s visions of the future into an unforgettable experience for the dealers.

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Mobile modular brand experience

Crossmedia event

Michael Ostertag | Partner at SCHMIDHUBER

A1 DrivingExperience

Photos © Andreas Keller, Altdorf

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Urban PlanningExhibition Center

Thomas Burkard | Managing Partner at SCHMIDHUBER

Culture and main idea

Urban Concept

Spatial concept

Facade concept

Lennart Wiechell | Managing Partner at SCHMIDHUBER

A digital project

photos © CreatAR Images, Shanghai

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Fields of Ideas

Dietmar Schmitz | Generalkommissar des Deutschen Pavillons

Authentic image

Freely accessible wooden deck

Dovetailing architecture and exhibition

The Solar Trees

Thomas Burkard | Managing Partner at SCHMIDHUBER

A place to relax

International visitors

Photos © SCHMIDHUBER / Milla & Partner / Nüssli

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Virtual realities

Martin Wiedenmann | Associate Partner at SCHMIDHUBER

Digital Sphere

MediaChoreography

Virtual Twin

Industry's driving force

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

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Audi House of Progress Tokyo

Michael Günther | Associate Partner at SCHMIDHUBER

The Briefing

BrandEngagement

Future is an attitude

Photos © AUDI AG

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One ring, to rule them all

Dynamism, innovation and premium value

Michael Ostertag | Partner at SCHMIDHUBER

The Grand Hall

Der Technology Park

Die Staging

Armin Schlamp | Managing Director KMS TEAM

Brand Experience

Photos © Andreas Keller, Altdorf

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Dicover.Illuminate. Experience.

Olaf Berlien | Vorstandsvorsitzender Osram Licht AG

Invisible light

Colourful light

Wolfgang M. Heckl | Generaldirektor Deutsches Museums

Light is change

Bringing engaging projects to life

Photos © Deutsches Museum

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SmartLiving

Jan Domin | Associate Partner at SCHMIDHUBER

Glorious setting

ParcourShow

Home Connect

The Cooking Arena

MetropolitanLifestyle

Photos © Jörg Hempel, Aachen

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Alwaysinspiring

Timm Wilks | Creative Director & Partner at SCHMIDHUBER

A1 Driving
Experience

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Urban Planning
Exhibition Center

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Projekte

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Fields of
Ideas

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Digital
Sphere

Media
Choreography

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Fragen?

Audi House of
Progress Tokyo

Brand
Engagement

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Dynamism, innovation
and premium value

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Projekte

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Fragen?

Dicover.
Illuminate. Experience.

Bringing engaging
projects to life

Weitere
Projekte

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Fragen?

Smart
Living

Parcour
Show

Metropolitan
Lifestyle

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Projekte

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Fragen?

Always
inspiring

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Projekte

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Next Era
Experience

Driving Experience
Circuito Ascari

Networking
Events

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Projekte

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