Graft Brandlab designs iconic presence for visitBerlin Tourist Info in Berlin's Humboldt Forum.
Berlin, Nov 10,2021. visitBerlin's Tourist Info has opened its latest branch in the Humboldt Forum, the new address for art and culture in Berlin - and in a completely new look. The iconic and modular space concept combines design, sustainability and maximum flexibility. The central spatial element is a floating media installation that serves as a prelude to exploring the city. The Berlin-based innovation agency Graft Brandlab is responsible for the concept, design and realization.
With the opening of the Humboldt Forum, the city has gained new attraction. And this is precisely the location where visitBerlin's tourist info was to open its new premises in September. To do justice to this historic location in the creative metropolis, visitBerlin put the design out to tender with several agencies, with the aim of staging an impressive welcome gesture at one of Berlin's most prominent spots.
Media installation and customized furniture – and timing as a challenge
Graft Brandlab had less than three months to realize the impressive spatial concept "Prelude Berlin” from the call for tenders in July 2021 to the opening in September 2021. Meeting the comprehensive requirements for functionality and flexibility in all aspects, the highly acclaimed pitch design was immediately approved for implementation.
The concept includes a multi-dimensional media installation, flexible displays and a multifunctional, individually customized furniture line. It consists of modular flight cases, individually designed and manufactured to serve as consulting desks and displays. Fitted with rugged wheels, the counters, product podiums and shelves can be set up in various configurations and the system can be expanded as needed.
"With the current capacity constraints of contractors and a continuing shortage in materials, furniture construction in particular was a real challenge that could only be overcome with our radical approach: more with less," explains Rico Zocher, Managing Partner I Business.
Remix of the visitBerlin corporate design
A striking feature of the new design is it the bright red wrapping of the flight cases with a reinterpretation of the visitBerlin logo.
"To give the interior design an authentic Berlin character, we remixed the logo, similar to a DJ, and interpreted it as a dynamic pattern remenicient of Berlin's vibrant street art scene. This pattern series is the striking design element that unites the visitBerlin brand with Berlin's raw urbanity," explains Prof. Nik Hafermaas, Managing Partner I Creation.
Projection cube with historical reference
At the center of the action: a floating projection cube, reminiscent in proportions and color of the copper-mirrored facade of the legendary “Palast der Republik”. Berlin's diverse faces and stories are projected into this shiny metallic installation as a moving Berlin panorama. Thousands of copper-colored chain links form a perspective-distorted cube, which is complemented by dynamic 3D animations.
Viewed from outside the building, diffuse light patterns attract attention and pique the curiosity of visitors to the Humboldt Forum.
Rollout of the new concept in planning
The new furniture concept of the visitBerlin Tourist Info will soon be implemented at other locations as well. The logo pattern series, which gives the visitBerlin brand a dynamic, contemporary look, will also be used in further communication measures in the future.
Burkhard Kieker, Managing Director visitBerlin: "The new Tourist Info in the Humboldt Forum is an ideal contact point for our guests. We thank Graft Brandlab for the great concept, which fits perfectly to this special location. Thanks also for the team spirit, the good cooperation and the ability to successfully launch our Tourist Info in a very short time."
Press images: Copyright Joerg Steck
“Inspiring the world for Berlin.” With this mission, Berlin Tourismus & Kongress GmbH promotes Berlin’s destination management as well as the city’s tourism and congress marketing. Under the visitBerlin brand, the company is a partner, actor, source of creative ideas, and networker and is the publisher of the official tourist ticket, the Berlin WelcomeCard. As a wholly owned subsidiary of visitBerlin, Stadt und Land Reisen GmbH acts as a tour operator throughout Europe. More about visitBerlin at about.visitBerlin.de.
visitBerlin Tourist Info in the Humboldt Forum
In Portal V, access via Schlossplatz, direction Schlüterhof
Open: daily from 10 a.m. to 6 p.m.