Genussregal Exhibition in Styria

Genussregal Exhibition in Styria, Vogau, Austria, BWM Architekten
Project year : 2011
Architect(s) :
Address : An der Mur 13, Vogau, STRASS IN STEIENMARK, Austria
Latitude/Longitude : 46.729771,15.588948

Area : 1.500 m²
Client : Vinofaktur Handel GmbH
BWM Team : Peter Foschi, Sanja Utech, Christoph Panzer, Gerhard Girsch, Maik Perfahl, Elena Romagnoli
Project control exhibition : Katharina Fröch
Controlling : Massabni Architecture
Graphics : Kadadesign
Painted map : 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

Text description provided by the architects. 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.

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.

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. 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 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.

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.

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.

Contributed by BWM Architekten