Siemens Design & Branding THE LAUNDRY GALLERY by Scholz & Friends Berlin

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THE LAUNDRY GALLERY

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Industry Electronic Devices & Home Appliances, Washing Machines
Media Design & Branding
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens
Creative Director Mathias Rebmann, Florian Schwalme, Robert Krause, Markus Daubenbuechel
Art Director René Gebhardt, Bjoern Kernspeckt, Sebastian Kamp
Copywriter Stefan Sohlau
Photographer Szymon Plewa
Released January 2012

Credits & Description

Category: Posters
Advertiser: SIEMENS ELECTROGERAETE
Product/Service: SIEMENS ANTI-VIBRATION WASHING MACHINES
Agency: SCHOLZ & FRIENDS BERLIN
Chief Creative Officer: Martin Pross (Scholz & Friends)
Executive Creative Director: Matthias Spaetgens (Scholz & Friends)
Creative Director: Robert Krause (Scholz & Friends)
Creative Director: Florian Schwalme (Scholz & Friends)
Creative Director: Mathias Rebmann (Scholz & Friends)
Creative Director: Markus Daubenbuechel (Scholz & Friends)
Art Director: Bjoern Kernspeckt (Scholz & Friends)
Art Director: René Gebhardt (Scholz & Friends)
Art Director: Sebastian Kamp (Scholz & Friends)
Copywriter: Stefan Sohlau (Scholz & Friends)
Graphics: Susan Wesarg (Scholz & Friends)
Graphics: Philipp Bertisch
Photographer: Szymon Plewa
Account Manager: Kerstin Seidel (Scholz & Friends)
Account Manager: Mehibe Tuncel (Scholz & Friends)
Agency Producer: Nele Siegl (Scholz & Friends)
Filmproduction: Partizan
Sculptures: Szymon Plewa
Media placement: Exhibition - Gallery In Berlin - 06.-20. January 2012
Media placement: Posters - Berlin - 02. January 2012
Media placement: Internet Spot - Http://www.youtube.com/watch?v=xHGAT6rXnqw&feature=youtu.be - 20. January 2012

Describe the brief from the client
Siemens washing machines with anti-vibration technology are extremely smooth and don’t vibrate even at fast spin-drying. These features should be announced to our high-earning and design-addicted target group.

Describe the challenges and key objectives
The challenge was to create an amazing and striking proof of the anti-vibration technology.

Describe how you arrived at the final design
In Berlin – the city of art galleries – Siemens opened a very special exhibition: The Laundry Gallery. An artist used ordinary household items to create fragile balance sculptures and placed them on top of Siemens washing machines. At the vernissage, the spin cycle with up to 1,600 rotations per minute was turned on – and the sculptures remained intact thanks to the anti-vibration technology.
The posters announced the exhibition and show the real sculptures on top of the running washing machines. They were placed in the whole city centre of Berlin and in the showrooms of the Siemens stores and other retailers.

Give some indication of how successful the outcome was in the market
During the exhibition’s 2-week run, more than 10,000 people visited the Laundry Gallery and saw for themselves how smoothly Siemens washing machines operate.