BRAND AND SITE DEVELOPMENT
STUDY FOR OSRAM IN MUNICH 2013
A number of research opportunities have arisen from the collaboration with Prof. Rainer Haegele in the search for possible locations for the Munich headquarters. Numerous studies are being conducted to determine the optimal conditions for brand representation in urban areas. Not only are existing locations being analysed, but potential options are also being closely examined. The aim is not only to design the external appearance of the building, but also to develop opportunities for brand development and effective internal and external communication strategies.
At the heart of these studies is an in-depth exploration of the relationships between light and space, design and perception. This requires a multidisciplinary approach that includes the architecture, the brand‘s visual identity and the urban environment.
A key concern is the appropriate presentation of the brand both internally and externally. The relationship between the building, its environment and the brand is analysed to create a headquarters that is not only functional but also creates a strong brand presence in the urban space.