The architectural concept “Space Lab” embodies the futuristic attitude of this premium brand. Walls, floor and ceiling are joined together to form a polygonal frame that acts as a physical link between all the different themed areas. Four distinct presentation islands put the focus on highlight themes and products: “Speed,” “iSensoric,” “Passion” and “Home Connect.”

Using a harmonious interplay between architecture, communication and product presentation, we have made the promise ‘For a life less ordinary’ tangible. What’s new here is the increased visitor interaction in the four ‘Hero Product’ presentations, something that goes far beyond a traditional feature-oriented product demonstration.

This concept was the result of an extended design process from the development of the first ideas up to the realization. A comprehensive analysis and strategic assessment are the methodological foundation of our work. We engage our customers in a dialogue where every task is looked at from different perspectives, and together we define the essential goals and formulate the visions arising from there. This basis serves us as a source of inspiration for the development of spatial identities.

The target audience at IFA was potential customers of Siemens and on the other hand Siemens wanted to raise their profile with the general public.

From the very beginning of the 2014 IFA, a great amount of articles, images and videos were published in various magazines, newspapers and on diverse social media platforms. Furthermore, the positive personal feedback from customers was overwhelming.