The Vienna-based architecture and design office Veech Media Architecture (VMA) was presented with the IF Communication Gold Award in the category Corporate Architecture for the trade fair pavilion design for Swarovski Enlightened TM. The pavilion Ambient Gem at the exclusive watch and jewelery show Baselworld convinced the members of the jury by its way it sets new standards for the term “brand world”. The prize-giving ceremony was held on August 28 in the BMW World in Munich.
The design concept to create a trade fair interior pavilion for the presentation of Enlightened TM Swarovski Elements gemstone brand at Baselworld 2008 is based on translating the fascination exerted by a gem into a magical and sensual three-dimensional experience. On the visual, acoustic and tactile levels, an illuminated, vibrating “brand space” was developed that is derived from the faceted gemstone structure.
The folded faceted structure originally derived from the need to conceal the extremely restrictive geometry of the existing outer tent construction and ultimately took the shape of a cut gem. The structure itself is composed of a pneumatic membrane divided into inflated facets. Animated lighting and sound design transformed the space into a spacious free-flowing subtle visual, acoustic and tactile spatial experience.
VMA’s long-term creative partner, the British graphic designer Neville Brody/Research Studios, created a series of animated graphic elements and screen designs that highlight and enhance the key elements of Swarovski’s new brand while harmonizing completely with the unique luminescent space created through gradually alternating lighting animations.
VMA’s expertise in material research and integrative approach to lighting and embedded multi-media technologies enabled an innovative interpretation of the crystalline archetypical idea within the context of avantgarde comtemporary architecture.
Project Facts:
Client: D. Swarovski & Co. / Enlightened Swarovski TM
Category: Corporate Architecture / Trade Fair Stand Design
Project Time Frame: all stages of concept, design and realization: 11 weeks
Display Time: April 4 - 10, 2008
Location: Basel, Switzerland
Design Team VMA: Stuart A. Veech, Mascha Veech-Kosmatschof, Peter Mitterer
Project and Site Supervision: VMA, werkraum wien ingenieure
Motion Graphics: Neville Brody/Research Studios, London
Lighting Concept: Stuart A. Veech
Consulting HVAC: TGA Consulting GmbH
General Contractor: Veech Media Architecture GmbH (VMA)
Sub-Contractors: Gahrens+Battermann, Deko Trend KEG
Images: Mag. Eveline Tilley-Tietze and Veech Media Architecture (VMA)
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