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  4. Genussregal Exhibition / BWM Architekten & Partner

Genussregal Exhibition / BWM Architekten & Partner

  • 01:00 - 9 September, 2011
Genussregal Exhibition / BWM Architekten & Partner
Genussregal Exhibition / BWM Architekten & Partner, © BWM Architekten & Partner
© BWM Architekten & Partner

© BWM Architekten & Partner © BWM Architekten & Partner © BWM Architekten & Partner © BWM Architekten & Partner +12

  • Architects

  • Location

    Styria, Austria
  • Architects

    BWM Architekten & Partner
  • Project Officer

    Johann Moser
  • Project Leader

    Pete Foschi
  • Project Assistants

    Sanja Utech, Christoph Panzer, Gerhard Girsch, Elena Romagnoli, Maik Perfahl
  • Photographs

From the architect. 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 turned 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.

Rendering
Rendering

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.

© BWM Architekten & Partner
© BWM Architekten & Partner

“Genussregal”

© BWM Architekten & Partner
© BWM Architekten & Partner

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.

© BWM Architekten & Partner
© BWM Architekten & Partner

Every container stands for one product symbolizing at the same time the commercial character of the location. The containers provide information about where the goods are delivered, stored and sent around the world. 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 visi- tors new attractions.

© BWM Architekten & Partner
© BWM Architekten & Partner

“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 pro- ducts, 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.

© BWM Architekten & Partner
© BWM Architekten & Partner

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.

© BWM Architekten & Partner
© BWM Architekten & Partner

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.

© BWM Architekten & Partner
© BWM Architekten & Partner
Location to be used only as a reference. It could indicate city/country but not exact address. Cite: "Genussregal Exhibition / BWM Architekten & Partner" 09 Sep 2011. ArchDaily. Accessed . <http://www.archdaily.com/167190/genussregal-exhibition-bwm-architekten-partner/>
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37 Comments

Jn Antonio Lpz Gvr · February 09, 2012

Genussregal Exhibition / BWM Architekten & Partner http://t.co/SnK2ZsqS #igualperodiferente http://t.co/2jXISQRL

doney gaucho · January 03, 2012

Genussregal Exhibition / BWM Architekten & Partner | ArchDaily#more-167190 http://t.co/OTO9spyn via @archdaily

Astho Setyo Sasono · November 02, 2011

Genussregal Exhibition / BWM Architekten & Partner | ArchDaily http://t.co/28pDZfQ1 via @archdaily

Proyecto ARQtainer · September 30, 2011

Genussregal Exhibition / BWM Architekten & Partner | ArchDaily http://t.co/5CfckFMi vía @archdaily

4group · September 19, 2011

Genussregal Exhibition / BWM Architekten & Partner http://t.co/y2iS1YTd (via @franherna) // #Containers #ArquitecturaSustentable

flipflipmeheidi · September 16, 2011

Genussregal a shop within the logistics, storage place, designed as a large scale wine rack, using containers. http://t.co/hLV0wIKI

John Córdoba · September 15, 2011

Genussregal Exhibition / BWM Architekten & Partner http://t.co/KI0vowF vía @archdaily #Arquitectura #Architecture

alessandro galperti · September 13, 2011
Paco Anes · September 13, 2011

Genussregal Exhibition / BWM Architekten & Partner | ArchDaily http://t.co/GI3enQz #diseño #arquitectura

haitham elsarraf · September 12, 2011

Genussregal Exhibition / BWM Architekten & Partner http://t.co/6J15xOe

Chongho Park · September 12, 2011

Genussregal Exhibition / BWM Architekten & Partner http://t.co/sgHsYrA #architecture

Nicholas Patten · September 12, 2011

Genussregal Exhibition. http://t.co/VmhV77Q

Rianne J. Hoeve · September 12, 2011

Love the concept - Using containers as landmark/ gallery/ commercial hotspot &#39Genussregal Exhibition&#39 by BWM Architekten http://t.co/7VNlb5A

Render farm_ · September 12, 2011

Genussregal Exhibition / BWM Architekten & Partner http://t.co/JTpd6Cs

Loes Group · September 12, 2011

Genussregal Exhibition / BWM Architekten & Partner http://t.co/sgHsYrA #architecture

joleynchin · September 11, 2011

@Ceceliachong @evilickle @paolodelfino Inilah &#39pop up store&#39 kawan2. Alahai kalaulah budget banyak, kan? http://t.co/obR4Mpr

javier cabrera · September 11, 2011

Genussregal Exhibition / BWM Architekten & Partner | ArchDaily http://t.co/RhKfuXW vía @archdaily (cc @CONTAINERCITY @marevaliente)

? · September 11, 2011

@valeritto ira tu... desaburrete http://t.co/LZjP8Wn

Sean Day · September 11, 2011

I love what&#39s being built with shipping containers! http://t.co/DPImPze

Casey Daurio · September 11, 2011

Genussregal Exhibition / BWM Architekten & Partner | ArchDaily http://t.co/rgjkscH via @archdaily

trimtab21 · September 11, 2011

What an eyesore!!! Maybe the Airforce can use this for bombing practice.

Danieli LaFayette · September 11, 2011

Genussregal Exhibition / BWM Architekten & Partner | ArchDaily http://t.co/kRqwR6F via @archdaily

Drew Mersinger · September 11, 2011

Genussregal Exhibition / BWM Architekten & Partner | ArchDaily http://t.co/0JXLh1u via @archdaily

Danny Valize · September 10, 2011

Wijnrek voor containers: http://t.co/XM1JGfV

mota montero · September 10, 2011

RT @ArchDaily: Genussregal Exhibition / BWM Architekten & Partner http://t.co/qAqDyFV #architecture

Gregory Katsianas · September 10, 2011

Genussregal Exhibition / BWM Architekten -- http://ow.ly/6qAwG | #design

Silvana CoHe · September 10, 2011

Contenedores logísticos dan forma al Genussregal Exhibition / BWM http://t.co/HyiwZwT vía @archdaily #arquitectura #instalaciones

Knut Eric Wingsch · September 10, 2011

Genussregal Exhibition, Styria, Austria / BWM Architekten & Partner http://t.co/PZK1nDN

Valeria · September 10, 2011

Um conceito abrangente de negócios global, incluindo a arquitetura . http://t.co/wIVZI63

StudioPro_Arquitetos · September 10, 2011

Um conceito abrangente de negócios global, incluindo a arquitetura . http://t.co/wIVZI63

BLAH CITY · September 10, 2011

Genussregal Exhibition / BWM Architekten & Partner | ArchDaily http://t.co/cLlbU7h via @archdaily

Fred Chelios · September 09, 2011

@containercity cuando tengas tiempo dale un vistazo a este proyecto. http://j.mp/oLZ5IN

Francisco Porto · September 09, 2011
johncantrell · September 09, 2011

Genussregal Exhibition / BWM Architekten & Partner http://t.co/oaEmGQE

André Amaral · September 09, 2011

Genussregal Exhibition / BWM Architekten & Partner | ArchDaily http://t.co/uj9F1UW via @archdaily

G · September 09, 2011

"Genussregal" Exhibition by BWM Architekten & Partner , Austria http://t.co/toZlaQw via @ArchDaily

Robert Graf · September 09, 2011

I always built the models for this project ;)
Genussregal / BWM Architekten & Partner | ArchDaily http://t.co/1qD35pA via @archdaily

···

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