Nexus Prostorno Iskustvo Brenda by Responsive Spaces is a highly esteemed winner of the very prestigious 2025 Željezna nagrada A' Design Award in Dizajn Sučelja, Interakcije i Korisničkog Iskustva Competition Category.
ŽeljezoSučelje· 2025
Nexus Prostorno Iskustvo Brenda
Client: DC Tower
Željezna nagrada A' Design Award Winner in Sučelje Category
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- Verified Award Winner
- Verify Award Status for #162496
The Design
About Nexus Prostorno Iskustvo Brenda
Na središnjoj poziciji unutar najviše zgrade u Austriji, bečkog DC Tornja, Responsive Spaces kreirao je brendovni prostor za doživljaj vrijednosti tornja: Nexus predstavlja mjesto za odmor, povezivanje i ponovno povezivanje. Ova medijska instalacija koristi digitalne informacije, zvuk i svjetlo kako bi posjetitelje povela na vizualno nabijeno putovanje i emocionalno ih povezala s dušom zgrade. Dodatno dodirno sučelje omogućuje gostima da samostalno istražuju sve. Dok se prikazuje digitalni sadržaj, bojno kodirani i vremenski sinkronizirani svjetlosni uzorci preplavljuju prostoriju.
The Recognition
About the Željezna nagrada A' Design Award
Nexus Prostorno Iskustvo Brenda je pobjednik Željezne nagrade A' Design Award, prestižnog priznanja koje se dodjeljuje dobrim dizajnima što ispunjavaju profesionalne i industrijske zahtjeve očekivane od dobro dizajniranih kreacija. Željezni pobjednici pokazuju veliku vještinu, visoku specijalizaciju, stručno razumijevanje i kreativne kapacitete svojih stvaratelja. Očekuje se da Nexus Prostorno Iskustvo Brenda bude visoko cijenjena, voljena i njegovana kreacija koja je praktična i inovativna. Ovaj dizajn koji je osvojio Željeznu nagradu A' Design Award integrira najbolje industrijske prakse i ima kompetentne tehničke karakteristike povezane sa znanjem i talentom. Nexus Prostorno Iskustvo Brenda se poštuje zbog svoje temeljitosti i dizajniran je da pruži poboljšanja kvalitete života koja pomažu da svijet postane bolje mjesto.
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
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