Nexus Spatial Brand Experience by Responsive Spaces |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Nexus PRIMARY FUNCTION: Spatial Brand Experience INSPIRATION: The DC Tower is unique building in Austria featuring an iconic facade that pays homage to the Danube that flows right next to it. The tower management has a strong believe in its values and wanted to communicate these to all visitors and tenants. An empty space on ground level should become the new emotional center of the tower and allow all visitors to experience the unique mindset of the tower and its values. UNIQUE PROPERTIES / PROJECT DESCRIPTION: The Nexus is a central location inside the highest building in Austria, the DC Tower in Vienna, that is designed to bring its brand to life. This media installation takes visitors on a visually charged journey through the towers values and beliefs. Light emotionalizes those values with unique intensity while an interactive tablet allows individual exploration. At the heart of the DC Tower, the Nexus is intended to inspire every time. The selected themes flood the room in colour-coded patterns to support the digital information on the display. OPERATION / FLOW / INTERACTION: The room communicated with visitors on its own by using the light installation to delivery different brand values. Nevertheless, an iPad on the entry point of the room allows visitors to actively choose between the core topics and trigger them on demand. This feature is particularly important for guides, that start their many tours through the whole tower in this room, from now on. PROJECT DURATION AND LOCATION: The project started in Oktober 2023 and finished in April 2024 in the DC Tower in Vienna, Austria. |
PRODUCTION / REALIZATION TECHNOLOGY: A 75'' display, 48x RGB LED luminaires, foil wrapping and 8x light boxes specially developed for the room to visually redesign the (previously visible and unattractive) rear of the hotel lifts. An iPad allows the interaction by visitors. SPECIFICATIONS / TECHNICAL PROPERTIES: The room as the size of approximately 3 meters in width and 12 meters in length TAGS: Brand Experience, Light Installation, Interactive Installation, Immersive Brand Space RESEARCH ABSTRACT: No particular research was needed for this projects. Its main purpose is brand staging and the goal to create an additional highlight experience for tenants and visitors alike. CHALLENGE: The biggest challenge of this project was the fact, that the space and its situation were given and not allowing regular ways of creating a brand space. Therefore we created this design, utilizing the backside walls of the existing elevators by adding designed lightboxes, that feature in total 48 meters of controllable Led lights inside of them. This way, we were able to flood the room emotionally. It enabled us to create an immersive space, although we just used one digital display to communicate all relevant information. ADDED DATE: 2024-06-21 13:45:37 TEAM MEMBERS (5) : Creative Lead: Markus Pargfrieder, Design Lead: Julian Reil, Motion Design: Christian Renner, Print Design: Nathalie Kronberger and Development/Programming: Julian Reil IMAGE CREDITS: Image #No 1: Photographer: Florian Voggeneder Image #No 2: Photographer: Florian Voggeneder Image #No 3: Photographer: Florian Voggeneder Image #No 4: Photographer: Florian Voggeneder Image #No 5: Photographer: Florian Voggeneder Video (Link): Video & Audio: das narrativ |
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| Visit the following page to learn more: https://t.ly/DlxoD | |||||
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NAME: DC Tower PROFILE: DC Tower, the tallest skyscraper in Austria at 220 metres high (250 metres including the antenna spire), was officially finished with an opening ceremony on 26 February 2014. The business tower was designed by French architect Dominique Perrault. |
| AWARD DETAILS | |
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Nexus Spatial Brand Experience by Responsive Spaces is Winner in Interface, Interaction and User Experience Design Category, 2024 - 2025.· Read the interview with designer Responsive Spaces for design Nexus here.· Press Members: Login or Register to request an exclusive interview with Responsive Spaces. · Click here to register inorder to view the profile and other works by Responsive Spaces. |
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