VW Refresh by StudioMeraz + And Then What Creative
Prepared by STUDIO MERAZ + And Then What Creative for Deutsch LAVW REFRESH
OBJECTIVEA design refresh of specific spaces within the Volkswagencorporate headquarters in Herndon, VA.Our aim is to create spaces which exemplify and reflect thedirection of Volkswagen: Simple. Human. Cool.
DESIGN DIRECTIONConsidering Volkswagen’s heritage and driven by thephilosophy that all experiences within an environmentare significant, we developed a forward-thinking narrativeand a series of engaging spaces within Volkswagen’sCorporate Headquarters.These moments will captivate the audience on multiplesensorial levels. From materials and colors that evoke theVolkswagen DNA, to interactive digital experiences, wehave enabled visitors to seamlessly connect with theVolkswagen brand in both the physical to the virtual realm.
MAX LOUNGE VIBEOur idea is to create a powerful first impression for thevisitor that expresses beauty in a simple, yet interactiveway.The semi-enclosure which embraces MAX, not onlyserves to elevate and punctuate his silhouette, but alsoinvites the visitor to engage with an interactive digitaltimeline. The overhead shell acts as a digital backdropshowcasing dynamic content from the past, present andfuture.Various uses can be acheived to match the needs forcorporate, media or consumer events.
MAX LOUNGE/ Modern enclosure to showcase MAX/ Digital canopy showcasing dynamic content/ Interactive digital bands present VW’s history and future/ Seating for visitors to pause or for impromptu meetings/ Forms, finishes and visuals influenced by VW heritage and lifestyle
VW LOGO INTERPRETEDINTO INTERIOR SURFACEDIGITAL VIDEO WALL WRAPSOVER ENCLOSUREDIGITAL BAND SHOWCASINGTHE FUTURE VW LIFESTYLEINTERACTIVE DIGITAL TIMELINE
BOARDROOM VIBEFor the Boardroom we created an enclosure that has adynamic presence and invites a curiosity.As one approaches the boardroom, the Volkswagenbrand emerges from a mosaic of Volkswagen vehicleforms. The mosaic is created by a relief imprint in whiteconcrete. This area features soft seating and can beused for small gatherings, meeting prep or a relaxingbreak.The Conference Table is a kinetic piece with interactiveconferencing capabilities to interface with the digitalvideo wall.
BRUSHED ALUMINUM SKINOVERLAPS ENTRANCEVW MOSAIC WALL SURFACESOFT SEATING AREA
THE BOARDROOM INTELLIGENT INTERIOR/ Conference table interacts with digital video wall - video conferencing compatible/ Conference table is constructed from cast aluminum, machined Corian, and edge lit glass/ Wall surface are clad with Macadamia wood and machined corian seating elements/ Central lighting element corresponds to conference table and is made of powder-coatedperforated metal
INTERACTIVE CONFERENCETABLE ARMATUREDIGITAL MEDIA WALL MACADAMIA WOODCORIAN SEATINGSURFACEGLASS AND CAST ALUMINUM
CMO OFFICE VIBEFor the CMO’s office we considered the notions ofprivacy and accessibility.From the approach and arrival, different views areframed to enable semi-private and private zones dur-ing the workday. Proximity of the CMO’s assistant playeda critical part in the arrangement of the space to fostergreater dialogue and collaboration.Form language and materiality takes clues from theoverall design strategy - our interpretation ofVolkswagen’s brand DNA. The overall space isredefined by a deconstruction of the formal workenvironment revealing a new kind of work space.
CMO WORK SPACE/ Digital video wall for presentations and collaborations/ Multi-use seating area/ Total wall storage solution/ Forms, finishes and visuals influenced by VW heritage and lifestyle
TOTAL WALL STORAGEROLLED ALUMINUMBEAM TREATMENTVOLKSWAGEN FOLDABLE‘BIK.E’ ELECTRIC BICYCLERETRACTABLE PRIVACY PANELCMO’S WORK SURFACEASSISTANTS WORK SURFACEGRAPHIC APPLICATIONTRANSPARENT PARTITIONSURFACE GRAPHICEMBOSSED SURFACE INFLUENCEDBY VW VEHICLE SURFACEDIGITAL VIDEO WALL