Cineplexx - The Wave Brand Staging in Retail by Responsive Spaces and Kraftwerk LT |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Cineplexx - The Wave PRIMARY FUNCTION: Brand Staging in Retail INSPIRATION: The Wave was designed to blend into the given architecture and draw attention to the brand of Cineplexx. The goal was to create an exclamation point in brand communication and to draw people from the shopping center into the cinemas space, to transport them into a different world. For example, correlating with movie start times, the entire LED surface is used to promote popcorn and remind guests to quickly grab a bucket of the most famous snack in movie theaters around the world. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Digital Signage thought differently. In 2021 the Cineplexx cinema in Vienna's Millennium City was reopened in new splendor. As an architectural and digital highlight, an impressive LED surface in the form of a wave is enthroned on the ceiling of the entrance. 4.5 meters wide and 26 meters long, it begins in the foyer of the shopping center and literally draws visitors into the interior of the cinema. OPERATION / FLOW / INTERACTION: The Wave was designed to blend into the architecture and draw attention to the brand. The special digital surface is intended to draw people from the shopping center into the cinemas space, to transport them into a different world. While being a unique surface, there was still the task to work within established workflows that Cineplexx already uses for over 3.000 standard displays across their many locations. A newly developed tailor-made media system provides full editorial control. PROJECT DURATION AND LOCATION: The projected started in August 2020 and is still running in Vienna, Austria. FITS BEST INTO CATEGORY: Interior Space and Exhibition Design |
PRODUCTION / REALIZATION TECHNOLOGY: Starting from scratch with an empty space of an old cinema that was going to be refurbished completely, we designed the spatial appearance as well as all digital concepts and content elements. From realtime-generated content elements that can be controlled via standard digital signage workflows via a newly developed system to the technical challenges in mounting more than 120 squaremeters of flexible LED-panels on the ceiling, every aspect of the project was tackled. SPECIFICATIONS / TECHNICAL PROPERTIES: 4.5 meters wide and 26 meters long flexible LED, mounted at the ceiling. TAGS: Spatial Brand Experience, Digital Technology, Brand Staging, Digital Signage, Digital Special Surfaces RESEARCH ABSTRACT: All design decisions for this project were purely based on the brand identity and its established approach of communication. All technical decisions were subordinate to the content and design concept. CHALLENGE: Creative LED solutions are becoming more and more popular as a tool for setting highlights, enhancing locations and - most importantly - offering customers a special experience. Although special display sizes require special digital design and content elements, we created a system that allows Cineplexx to maintain control over the presentation within existing workflows. The graphically seamless integration of conventional signage content was just as important as the editorial influence. ADDED DATE: 2022-02-14 14:51:08 TEAM MEMBERS (10) : Architectural Design: Manfred Meier, Hardware Design: Christian Hofer, Creative Director: Markus Pargfrieder, Digital Design & Development: Andrea Maderthaner, Digital Design & Development: Wolfgang Maier, Digital Design & Development: Katharina Mayrhofer, Digital Design & Development: Julian Reil, Digital Design & Development: Martin Zeplichal, AV Integration: Kraftwerk Living Technologies and IMAGE CREDITS: Photos: Responsive Spaces Video: Eyup Kus |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Cineplexx Kinobetriebe GmbH PROFILE: Cineplexx is a cinema company based in Vienna, Austria, owned by Constantin Film-Foundation. The company was founded in 1993, and operates mainly in Austria where it is the largest cinema chain with 28 locations, mostly multiplex cinemas under the Cineplexx brand. The company started international expansion in 2009 and operates 61 multiplexes in 12 countries as of 2021. |
| AWARD DETAILS | |
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Cineplexx-The Wave Brand Staging in Retail by Responsive Spaces and Kraftwerk Lt is Runner-up for A' Design Award in Interior Space and Exhibition Design Category, 2021 - 2022.· Press Members: Login or Register to request an exclusive interview with Responsive Spaces and Kraftwerk LT. · Click here to register inorder to view the profile and other works by Responsive Spaces and Kraftwerk LT. |
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