Deutsche Bank BrandSpace

Deutsche Bank BrandSpace

Corporate interior and brand experience

In the redesigned Deutsche Bank headquarters in Frankfurt am Main, the BrandSpace provides insight into the bank’s past and present, business areas and brand philosophy. The Deutsche Bank Logo by Anton Stankowski serves as the starting point for the spatial design and is translated into a three-dimensional narrative space.

The BrandSpace is a joint project of COORDINATION and ART+COM and has been honoured numerous times, among these being the Lion Gold and Lion Silver Cannes, Red Dot Design Award, ADC New York Gold and Iconic Awards Interior Best of Best.

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To avoid permanent spatial logos that dominate the space a simple three-dimensional extrusion was used to translated the logo through anamorphosis: The shape is transformed into an abstract architectural structure that is legible only from one vantage point. These logo sculptures each integrate three media installations that offer the visitor different approaches to the brand.

In the first installation, visitors can navigate through information on the bank’s history and current affairs on a touch-sensitive surface. When visitors enter the second installation they are detected by a 3D camera tracking system and their silhouettes are imaged in the projection on the wall. With their movements they trigger the display of statistical facts about Deutsche Bank.

The third installation takes a purely associative and aesthetic approach to translate the brand values of passion and precision into space. The logo becomes a kinetic sculpture with its central, diagonal part sliced up into 48 triangles. The triangles move in a complex choreography of flowing 3D structures that appear to hover in the air. In addition the surface of the triangles is animated by a layer of projected video textures in some sequences.

Client Deutsche Bank AG
Design Tilman Thürmer, Jochen Gringmuth
Project Management Jochen Gringmuth
Team Jeannette Riedel, Constanze Bürkner, Katrin Weiß-Höppeler, David Musrie, Dave Bynoe, Jan Stauf, Sabine Melis, Mendel Heit
Partner ART+COM AG
Lighting Design Anne Boissel
Media Installations ART+COM AG
Kinetic Sculpture ART+COM AG, Construction: MKT AG
Photos, Deutsche Bank, ART+COM AG
Awards Iconic Awards Interior Best of Best '14
Lion Gold Cannes '12: Anamorphic Mirror
Lion Silver Cannes '12
Art Directors Club New York Gold '12: Anamorphic Mirror
Art Directors Club New York Bronze '12: BrandSpace
Art Directors Club Deutschland '12
Clio Awards Silber '12
DDC Award Silver '12
D&AD Wood Pencil '12
Annual Multimedia Award '12
One Show Awards Bronze '12
Red Dot Design Award Winner '11
Grand Cristal Prize Design '11
Cristal Prize Gold Environments '11
Adam Award Bronze '11
Office Coordination