In 2016, all the medical technology activities of Siemens AG were brought together under the new, independent brand Siemens Healthineers. Healthineers is a new word created from the words “healthcare”, “engineer” and “pioneer”. The showroom in Forchheim was the first place where this new brand was to be shown spatially. MUTABOR’s Identity Architecture division was given the task of creating an international, innovative brand space with a high product density. For the first time in the 140-year history of Healthcare, all the professional divisions were to be presented in one place – as a unique brand experience for visitors. The showroom was to be the centerpiece of the new headquarters at the Forchheim site.
The idea: customer centricity. The visitor was taken right into the center of each customer journey, not just theoretically but also quite literally. This is the point from which all the other levels gradually emerge – such as the brand, the product and all analog and digital information. They radiate around the visitor and his needs. This center is the visible reference point, providing guidance from everywhere in the room. On his customer journey, the visitor keeps coming back radially to the center. The digital concept rounds off the spatial one. A circular, interactive media horizon over a total length of some 85 m is the central component of the Experience Center. The adjoining wall is offset by the media horizon and the visitor’s view is extended digitally. Media, light and sound are customized in line with the individual products in this area, creating a holistic approach in the truest sense of the word.
A vast number of analog and digital interactions accompanies visitors on their journey through the 1,200 m² center. Transparent OLED screens are carefully positioned looking into the center of the product exhibition, so that the visitor is in the best place both ergonomically and in terms of teaching content. He no longer has his back to the room, which is what normally happens with wall-mounted media. The room layout, with a varied choice of different material, underscores the idea of “customer centricity”. The outer ring, with its mini-lounges, focuses on the theme of hospitality and gives the visitor time and space to approach the brand. The inner ring forms a contrasting dark stage for the white products. The daylight illuminates these elements perfectly. This is where the digital and media density is the highest. It is both informative and supportive – but is sometimes also simply a colorful emotional background to a fascinating visit.
Interactive design, Event communication, UX design, UI design, Motion design
Concept and design planning (HOAI LP 1-3), Submission planning (HOAI LP 4), Execution planning (HOAI LP 5), Calls to tender (HOAI LP 6/7), Supervision of production, implementation support and site supervision (HOAI LP 8), Project control, Documentation
Strategic concept development