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  • KUKA_Brandexperience

    Orange Intelligence - KUKA Brand Experience

    KUKA Brand Experience

  • KUKA_Brandexperience

    Orange Intelligence - KUKA Brand Experience

    KUKA Brand Experience

  • KUKA_Brandexperience

    Orange Intelligence - KUKA Brand Experience

    KUKA Brand Experience

  • KUKA_Brandexperience

    Orange Intelligence - KUKA Brand Experience

    KUKA Brand Experience

Orange Intelligence - KUKA Brand Experience

Megatrends like globalization, digitization and demographic changes are transforming the world and global business. An innovation leader in the field of automation, KUKA is one of the world’s leading providers of robotics, facility and system technology, with nearly 3 billion euros in sales. KUKA’s international customers in the automotive and general industry sectors get everything they need from a single source: from individual components to completely automated systems.

In 2016, KUKA opened a new Development and Technology Center (ETZ) at its company headquarters in Augsburg-Lechhausen. tisch13 designed and implemented the construction of a brand showroom spanning over 400 qm of space on the ground floor of the new building.

tisch13 won the KUKA management team over in a radical creative pitch, emerging successful over prominent competitors in summer 2015. Conceptual planning started shortly thereafter, followed by the planning and realization phase as the general contractor. The highlight of the project was the official opening of the showroom in April 2016.

The Darkroom

The new KUKA brand showroom at the ETZ in Augsburg-Lechhausen stands out for its impressively radical approach. Instead of presenting the brand in a classic showroom in line with all of the corporate design rules, tisch13 created a brand experience that leaves out one of the most important senses at the very beginning: sight.

Visitors enter the showroom in complete darkness – an extreme contrast to the other building, which is very bright, filled with light, and almost completely covered in the brand color white. This forces all of the other senses to concentrate even further: People notice the different materials in their surroundings, including the soft carpeting and fabric-covered walls – which also muffle the acoustics in the space.

Visitors are registered by a tracking system, which emits an interactive light spot to guide each person through the room. Guests experience new experiences in an open, unguided circuit, which starts with a prologue that briefly explores the history of the company.
KUKA presents the most important milestones in the company’s over 100 years of history on an interactive history wall. Visitors also need to move in a different direction to switch from the present into the future – which illuminates the dark space completely.

People take the stairs to a mysterious, dimly illuminated media installation in the center, which is activated as they approach. Visitors can operate two huge KUKA Quantec series industrial robots using a terminal – they interact with cubes featuring projected images, as if playing a game of Tetris. The meticulously orchestrated choreography of light, projection, sound and robotic motions present key brand themes like “Orange Intelligence” and “Industry 4.0” in a vivid, emotional way.
For a special highlight, guests can draw a picture, and then activate a third Quantec robot in the middle to draw the same picture in light. This process is photographed using a long exposure, creating a complete image that people can send directly to their friends and acquaintances.

Markets

Other exhibitions are distributed throughout the rest of the space, and can also be activated by simply approaching them.
An exhibition on the company’s markets features a state-of-the-art LBR Iwa robot, which allows collaborations between people and robots. The visitors can guide the robot by hand, and find out more information on various topics.

Global

The Global exhibition also features an LBR Iwa holding and turning a three-dimensional globe featuring projected media on its surface – depending on the KUKA location the visitor selects from the world map

Orange Intelligence

The Orange Intelligence exhibition is a combination of a digital and analogue experience. Visitors can display videos and information on various topics using a tangible object in the form of the KUKA logo.

 

3D glasses

Another highlight is the 3D glasses installation in a small corner lounge, where people can watch KUKA product films in a new format – as 360° or 3D experiences.
Before anyone leaves the room, they stop to have an authentic souvenir photo taken in front of a classic backdrop – with a KUKA robot, of course.

 

Contact person
The makers.
TISCH13