„Erleben, was verbindet.“

Creating a clear brand identity on small real estates.

Make Deutsche Telekom values tangible: Inviting, warm, approachable, partnership.

Designing for a broad audience, which finds overall acceptance.

Consistent concept for architecture, design and communication modules.

Cost efficiency including acquisition, construction, installation, maintainance and storage costs.

Attractive organisational structure: Optimized Logistics and rapid availability.

Short lead times for the installation on site.

In the first step I uncovered the briefing´s incorporated areas of tension, which the client expected the spatial design to dissolve:

Product Cycle Spatial Design Duration: 5 years - Product Cycle Technology Duration: 1/2 years

Budget – Catalogue of Requirements

Product-oriented – Service-oriented

Regional Player – Global Player

Consumer Target Group – Business Target Group

Experience-oriented – Informational

Small Real Estates of 2 sqm – Larger Real Estates up to 200 sqm

First I started to dig deeper into the problem space, understanding the underlying motivation for the whole effort.

„What is the core problem, which needs to be solved?“

The idea of a fair trade is to connect with stakeholders, existing and above all with potential new costumers. The spatial design will certainly represent the brand identity, but mainly it needs to facilitate the communication between people. Support real connections between people.

„How might a spatial design support communication between brand and people?“

„How might a spatial design initiate communication between staff and costumer?“

„How might a spatial design lead to a positive brand experience?“

It´s more easy to get in touch with someone, talking about something, something fun and interesting. From the costumers point of view. For example a shared passion, or an interesting object, which might function as an icebreaker topic. The idea is to foster the costumer to start the conversation with the staff, intrinsic motivated.

The Idea of showcasing an object of desire, which matches with the targeted audience, unburdens the
spatial design requirements.

In consequence the spatial design needs to fulfill the following requirements:
Represent the brand identity
Adapt to the unpredictability of the locations
Cost efficiency
Fast available logistics

„How might a spatial solution, dissolve the unpredictability of the locations?“
Bye bye tidiness and neat systems. Let´s embrace the unpredictability and play with it instead. By layering single modules in a way they fit in all kind of spatial shapes, overlaps and gaps are welcome and part of the new design. Show the temporary character. The new picture is vivid, likeable and the imperfection easy going and approachable. Reflecting some core values.

„How might a spatial solution, dissolve the cost efficiency?“
Use rental fixtures, which are in general usage and quickly available on-site. It reduces the costs of maintainance and storage.