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Industry Chemicals, Fertilizers & By-products, Metallurgy
Media Design & Branding
Market Germany
Agency Kms Team
Creative Director Prof. Thomas Hundt
Art Director Ingo Zirngibl
Designer Susane Frau, Moritz Pongratz
Released October 2009

Credits & Description

Category: Environmental Design: Permanent
Agency: KMS TEAM
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: KMS TEAM, Munich, GERMANY
Managing Partner: Michael Keller (KMS Team)
Managing Director: Armin Schlamp (KMS Team)
Team Manager Design: Marc Ziegler/Birgit Rose Vogel (KMS Team)
Designer: Moritz Pongratz/Susane Frau (KMS Team)
Client Manager: Christine Schauer (KMS Team)
Project Manager: Katrin Schiese (KMS Team)
Technical Consultant: Wahan Mechitarian (KMS Team)
Creative Director: Prof. Thomas Hundt (Jangled Nerves)
Art Director: Ingo Zirngibl (Jangled Nerves)
Lighting: Wilfried Kresiment
Technical Consultant: Rudi Hennies (Inscena)
Media placement: Exhibition - Voestalpine, Linz, Austria - 01 November 2009

Describe the challenges and key objectives
For the first time a brand museum is to target b-to-b customers as well as all others interested in the relevant technology. This is accomplished by focusing on content as a guiding principle and allowing this content to determine the surrounding space: The content is accessed by two ways, an informational part and an emotional experience.

Describe the brief from the client
Create a visitor centre for the Austrian Voestalpine Steel Group that features steel as a material and conveys knowledge about its processing up to the finished product as well as about the Voestalpine Group.

Describe how you arrived at the final design
Visitors first experience an oversized »crucible« flooded with pulsating light, in which abstracted atoms of iron are seemingly in suspension: 80 chrome-plated steel spheres, with a diameter of up to 2.5 m, enveloped by a 700 sqm LED mantle. The manifold reflections of the mantle in the spheres and of the spheres among themselves blur the boundaries between solid structures and light projections. Some of the spheres are truncated and interactively illustrate the world of steel. In the tower section of the building, the emphasis is on knowledge: A vertical conveyor belt runs through the levels, transporting steel exhibits.

Give some indication of how successful the outcome was in the market
Give some indication of how successful the outcome was in the market: The Voestalpine Stahlwelt engages visitors in a fascinating multimedia production and effectively conveys the competency of the company.