集裝箱商業(yè) | 高速路邊“超大型的紅酒架”_上海集裝客

Project partners

Architecture and concept of the ?Genussregal“ and the exhibition: BWM Architekten und Partner

Project officer: Johann Moser

Project leader: Peter Foschi

Project assistants: Sanja Utech, Christoph Panzer, Gerhard Girsch, Elena Romagnoli, Maik

Perfahl;

Project control exhibition: Katharina Fr?ch

Grafic: Kadadesign

painted map in the exhibition: Perfect World

Concept participations: Lukas Sturm, Ingrid Holzschuh, Clemens Foschi;

Exhibition script/text: Clemens Foschi, Ute Woltron, Florian Holzer, Henry Sams;

Audio/Video: Martina Aichhorn, Gerhard Lenz, Skero, Christian Lerch, Peter Waldenberger,

Marlene Schnedl, Philip Scheiner;

Photographer: BWM Architekten und Partner

這是一個葡萄酒公司的物流中心，采用物流行業(yè)常見的集裝箱作為立面構架主要要素。這無疑是一個超大型的紅酒架，12寬，60米長，醒目的屹立在高速公路旁，吸引著大家的注意。集裝箱上表示著這里的貨物交流種類：葡萄酒，肉，油等等。這些貨物從這里發(fā)往世界各地。

這里的布展面積到550㎡的展覽“斯蒂利亞的味道”也是由建筑師操刀，這里提供信息化的產品信息，同時以娛樂化，互動性的幽默方式呈現。

建筑師在設計這種項目的時候，思考非常全面，不僅僅只做有趣的空間和代表該公司理念和提高品牌價值認同的符號，還給使用建筑為公司打造一個全新的面孔，開拓新的格局。

In southern Styrian Vogau the brothers Erich and Walter Polz had the idea to enlarge their wine logistics center including a shop and a vinotheque that have been successful for years, and to turn it into a center of selected culinary quality products from all over Styria.

The aim was to nationally promote the outstanding competence of regional producers and to create a corporate location.

BWM architects and partners have therefore invented the so-called “Genussregal”. A comprehensive overall business concept including architecture (landmark, exhibition hall and exhibition, shop within the logistics storage place) offering the company a new identity and opening up new possibilities in communication with the outside (marketing, logo development, product positioning etc.).

BWM’s central idea is to use the existing potential and not to hide the vinotheque’s identity as a logistics storage place. According to the motto: the authenticity of the products is associated with the authenticity of the location.

The world of storage logistics (shelves, packing cases, goods, stacking etc.) is the main conceptual/design theme of all architectural parts (exhibition, shop, landmark). The new construction and the existing building can thus be merged into a fascinating large entity.

“Genussregal”

The focus is on the oversized wine rack of relishes: A rack 60 m long and 12 m high along the

road is the new landmark that attracts attention with irritation, irony and information. The rack is

filled with overseas containers. Their labelings and paintings refer to products delivered from all

over Styria: wine, schnaps, oil, meat etc.

Every container stands for one product symbolizing at the same time the commercial character of

the location: This is where the goods are delivered, stored and sent around the world – it is a

central reloading point.

At the same time the containers are also spaces to be used – a wine tavern will be installed at

lofty heights. Change is the rack’s nature. In future it will be arranged and constantly rearranged

offering visitors new attractions.

“The taste of Styria” – the exhibition

BWM architects and partners have developed the content concept for the exhibition “The taste of Styria” and have also implemented the exhibition design and the new construction of the 550m2 large exhibition hall including a gallery space.

The exhibition focuses on the tasting of products. At various information levels information on the products, producers and the regional Styrian environment is provided in an entertaining, interactive and humoristic way. Different approaches in knowledge transfer have been combined thus creating a new form of exhibition.

Shop

The existing shop is enlarged and integrated as a marketplace into the existing storage hall. The visitors can now enter the heart of the factory and take the precious goods directly from the storage location.

The concept of the shop extension and design is by BWM architects and partners, the implementation by the client and his own team.

Corporate Architecture

The invention of the “Genussregal” by BWM architects und partners is an example of what architecture is able to achieve in connection with company transformation processes. A holistic approach in architecture does not only generate interesting spaces and architectural symbols representing the company’s philosophy and increasing the recognition value of the brand. An architectural idea rather gives the company a totally new face and opens up new horizons.