Swarovski Baselworld Trade Fair Pavilion, Swiss Building, Photo, Design, Image

Swarovski Baselworld, Switzerland : Trade Fair Pavilion

Trade Fair Pavilion, Basel, Switzerland – design by Veech Media Architecture

28 Aug 2009

Swarovski Baselworld Trade Fair

Veech Media Architecture (VMA) wins the international IF Communication Design Award in Gold for the Swarovski Baselworld Trade Fair Pavilion.

Vienna/Munich, August 28, 2009 – The Vienna based architecture and design office Veech Media Architecture (VMA) was presented in Munich with the Golden Award in the category Corporate Architecture for the trade fair pavilion design for Swarovski Enlightened TM. The pavilion Ambient Gem at the exclusive Watch and Jewellery Show BASELWORLD convinced the members of the eminent jury by the way it sets new standards for the term “brand world”.

Swarovski Baselworld Trade Fair Pavilion, Switzerland
image © Mag. Eveline Tilley-Tietze

The award-winning project: Ambient Gem

The design concept to create a trade fair interior pavilion for the presentation of ENLIGHTENEDTM Swarovski Elements gemstone brand at the BASELWORLD Watch and Jewellery Show 2008 is based on translating the fascination exerted by a gem into a magical and sensual three-dimensional experience. On the visual, acoustic and tactile levels an illuminated, vibrating “brand space” was developed that is derived from the faceted gemstone structure.

The folded faceted structure originally derived from the need to conceal the extremely restrictive and restrictive geometry of the existing outer tent construction and ultimately took the shape of a cut gem. The structure itself is composed of a pneumatic membrane divided into inflated facets. Animated lighting and sound design transformed the space into a spacious free-flowing subtle visual, acoustic and tactile spatial experience.

VMA’s long-term creative partner, the British graphic designer Neville Brody/Research Studios, created a series of animated graphic elements and screen designs that highlight and enhance the key elements of Swarovski’s new brand while harmonising completely with the unique luminescent space created through gradually alternating lighting animations.

VMA’s vast expertise in material research and integrative approach to lighting and imbedded multi-media technologies enabled an innovative interpretation of the crystalline archetypical idea within the context of avantgarde comtemporary architecture.

Swarovski Baselworld Swarovski Baselworld Trade Fair Swarovski Baselworld Trade Fair Swarovski Baselworld Trade Fair
images © Mag. Eveline Tilley-Tietze

Swarovski Baselworld Trade Fair Pavilion – Building Information

Client: D. Swarovski & Co. / Enlightened Swarovski TM
Category: Corporate Architecture / Trade Fair Stand Design
Time period available: 01.04. – 10.04.2008
Location: Basel, Swtizerland
Design Team VMA: Stuart A. Veech, Mascha Veech-Kosmatschof, Peter Mitterer
Structural design: werkraum wien ingenieure
Motion graphics: Neville Brody/Research Studios, London
Lighting concept: Stuart A. Veech

Photos: © Mag. Eveline Tilley-Tietze and Veech Media Architecture (VMA)

Veech Media Architecture (VMA)
The architecture and design office Veech Media Architecture (VMA) was founded in Vienna in 1993 by Stuart A. Veech and Mascha Veech-Kosmatschof. VMA is an internationally active research-based studio with a wide spectrum of competence in the areas of corporate architecture, TV & On-Air branding, media technology and design prototyping.

VMA’s focus on research and development of new forms of integration and the reciprocal effects of content, space and media responds to the challenges of real/virtual communication within contemporary cultural contexts – a new architecture typology.

Swarovski Baselworld Trade Fair Photos Copyright: © Veech Media Architecture (VMA)

iF Award
Set up in Germany more than 50 years ago, the iF Award has developed into one of the world’s largest design competitions. The prize of the International Forum Design is awarded annually in the categories Communication Design, Industrial Design and Product Design. This year 1,368 entries from 24 different countries were submitted for the iF communication design award alone. An international jury made up of 17 eminent members chose the recipient of this highly coveted award. The prize-giving ceremony will be held on August 28, 2009 in the BMW World in Munich.

Swarovski Baselworld Pavilion images / information from Veech Media Architecture

Location: Basel, Switzerland

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