LocationSchwäbisch Hall, Germany
DesignerProf. Marcus Fischer
Architects in ChargeFlorian Wagner & Nicole Gietz
Text description provided by the architects. The Challenge
Schwäbisch Hall’s logo with bricks, trademark fox and jingle are unmistakable brand elements. And now the first brand showcase home is to be created for a German home loan bank. Built in the Baden-Württemberg city of the same name, the home will bring the brand to life for clients, employees and city visitors alike.
In the course of the conversion of the foyer area of the Bausparkasse Schwäbisch Hall, the architects of janglednerves developed the idea to build a brand home for the brand BSH. Together with the architect’s office arcass they are responsible for the architectural planning of the brand home. The orchestration and visibility of the brand were the task of dan pearlman. The team of brand strategists, interior architects, architects, exhibit-developers, programmers, graphic- and motion designers compiled a detailed concept reflecting Schwäbisch Hall’s personality and positioning it for the future.
For decades, Bausparkasse Schwäbisch Hall has helped people all over Germany to own their own homes. Now the BSH gives expression to its own home. Since May 13, 2013, the brand house is located in the inner courtyard of the administrative offices and manifests here the values of the long-established company: a concern for customers, down-to-earthiness and a spirit of cooperation.
A panel illustrating the brand’s history greets visitors upon entering and introduces them to the brand and its particular qualities with a digital presentation of milestones in company history.
The brand identity living room embodies the motto ‘Creating and Maintaining a Home’. Here interactive elements and a rich variety of objects appeal to all the senses. A revolving surface for communicating ideas features personal items such as photos,
notes, quotes and postcards, establishing a direct link to the success stories of home savers.
In addition, aromas and silhouettes invite one to explore and awaken highly personal memories and associations on the theme of home. Other emotionally charged details accompany the tour of discovery through the living room, before the ideal menu of brand touch points is served in the brand experience kitchen.
Here one can peak into the pots, listen to the Schwäbisch Hall radio and learn about the step-by-step ingredients of Schwäbisch Hall’s brand recipe. An additional sub-level can also be used here for personnel training sessions.
The window of visions offers a view of the Schwäbisch Hall of the future in a specially produced film. The focus here is on themes of education, sustainability and internationality—thus showing the next generation of home savers a world full of possibilities.