Nexus Marka Esperientzia Espaziala by Responsive Spaces

Nexus Marka Esperientzia Espaziala by Responsive Spaces is a highly esteemed winner of the very prestigious 2025 Burdinazko Saria A' Design Award in Interfaze, Elkarrekintza eta Erabiltzaile Esperientzia Diseinua Competition Category.

BurdinaInterfazea· 2025

Nexus Marka Esperientzia Espaziala

by Responsive Spaces

Client: DC Tower

Burdinazko Saria A' Design Award Winner in Interfazea Category

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The Design

About Nexus Marka Esperientzia Espaziala

Austriako eraikin altuenaren erdiko posizio batean, Vienako DC Dorrean, Responsive Spaces-ek marka-espazio bat sortu zuen dorrearen balioak bizitzeko: The Nexus atsedenaldi, konektatzeko eta birkonektatzeko leku bat aurkezten du. Instalazio multimedia honek informazio digitala, soinua eta argia erabiltzen ditu bisitariak ikusmen-kargaz betetako bidaia batean eramateko eta emozionalki eraikinaren arimarekin konektatzeko. Ukipen-interfaze gehigarri batek gonbidatuei guztia beren kabuz esploratzeko aukera ematen die. Eduki digitala erakusten den bitartean, kolorez kodetutako eta denboran sinkronizatutako argi-ereduek gela betzen dute.

The Recognition

About the Burdinazko Saria A' Design Award

Nexus Marka Esperientzia Espaziala Burdinazko Saria A' Design Award irabazlea da, ondo diseinatutako sorkuntzetatik espero diren eskakizun profesional eta industrialak betetzen dituzten diseinu onei ematen zaien aitorpen prestijiotsua. Burdin-mailako irabazleek beren sortzaileen trebetasun handia, espezializazio handia, adituen ulermena eta sormen-gaitasuna erakusten dituzte. Nexus Marka Esperientzia Espaziala oso estimatua, miretsia eta maitea den sorkuntza izatea espero da, praktikoa eta berritzailea dena. Burdinazko Saria A' Design Award irabazi duen diseinu honek sektoreko praktika onenak integratzen ditu eta know-how-ari eta talentuari lotutako ezaugarri tekniko gaituak ditu. Nexus Marka Esperientzia Espaziala zehaztasunagatik errespetatua den lana da, eta mundua leku hobea egiten laguntzen duten bizi-kalitatearen hobekuntzak eskaintzeko diseinatua dagoena.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: 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.
Dimensions & Packaging: 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
Production 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.
Design 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.
Research: 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.
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.
Project Duration: The project started in Oktober 2023 and finished in April 2024 in the DC Tower in Vienna, Austria.
Operation Flow: 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.
Patents: none
Team Members: Creative Lead: Markus Pargfrieder
Design Lead: Julian Reil
Motion Design: Christian Renner
Print Design: Nathalie Kronberger
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