Tag Archives: brand experience agency

Art Culture

Blackspace develops new visual identity for the Munich Symphony Orchestra

Blackspace develops new visual identity for the Munich Symphony Orchestra

Poster advertising for the Munich Symphony Orchestra in the subway.

Blackspace, the brand experience agency, partners with the Munich Symphony Orchestra to launch the „Concert 2.0“ project – making the orchestra visible to the public with a fresh new look.

The Munich Symphony Orchestra has completely restructured itself for the 2018/2019 season. After receiving the „Exzellente Orchesterlandschaft Deutschland“ („Excellent German Orchestra“) sponsorship award from the German State Ministry of Culture and Media, they are now handling their subscription series themselves.

The symphony is taking a bold, experimental approach to this task. Managing Artistic Director Annette Josef and Michael Keller from Blackspace have joined forces to break conventional listening habits with projects that transcend genre, unorthodox locations, and a new way of bringing art to people. The goal is „Concert 2.0“ – to redesign the symphony“s main product, the „concert“, to appeal to younger culturally savvy audiences beyond regular visitors. As Annette Josef put it: „Out of the concert hall, into the city. The symphony is bringing music to the people!“ The first obvious step for the general public is the Munich Symphony Orchestra“s brand new design, designed by Blackspace.

Cinematic imagery that tells stories

The supporting campaign currently on display throughout the city of Munich focuses on the orchestra“s musicians with a clear message: the same essence, but with a new face. At the same time, the video artists at the Blackspace „Black Lab“ are producing video clips that present classics from the symphony“s repertoire in an entirely new way. Michael Keller explains the unusual imagery as part of the „Concert 2.0“ concept, a new approach to communicating art to all of the senses: „We want to tell stories. And think in terms of video. The images show what people think about when they listen to music. The concert halls aren“t our only platform. Instead, we want these images to spread throughout the digital space and across social media, on smartphones, Instagram and Vimeo.“ Stills from these videos will also be featured on concert posters.

The wordmark as intonation

The symphony“s tagline speaks for itself: „Der Klang unserer Stadt“ („The sound of our city“). The newly developed „Münchner Symphoniker“ wordmark is onomatopoeia in the truest sense of the word. It emphasizes the umlaut above the „u“, the diaeresis, to visualize the intonation of the word. The logo is reminiscent of a double beat of the drum. The type is based on „Bressay“, a classic Antiqua typeface updated for digital use. It features charming drop-shaped accents, creating a playful, yet elegant look.

New spaces for art

Annette Josef and Michael Keller got to know each other while collaborating on a new concert format, the „Connecting Sounds“ project. The Munich Symphony Orchestra played a special concert at the agency“s office, in an old industrial hall. The designers linked the music to sound-reactive table lamps, allowing people to experience the sound in a spatial and visual way as well. Later, guests were seated among the orchestra“s musicians, making them part of the sound installation.

Michael Keller expressed a genuine concern in conceiving this project: „The visual identity serves as a space for the symphony because we don“t have a concert hall in Munich. It“s important for Munich to claim new spaces for art.“

Brands, products and services trigger memories and make us feel certain emotions that stay with us for our entire lives. They impact our behaviors, our perceptions and our decisions. We can develop loyalties and connections to brands if we’re able to establish a strong, emotional and far-reaching relationship with them – through extraordinary, unforgettable brand experiences. This is our mindset and profound belief. We make the incomprehensible tangible, give shape to the unimaginable, and are always working to advance what is innovative and new. This is what our label BLACKSPACE stands for, and it drives our work.

Contact
BLACKSPACE GmbH
Stefanie Börger
Luisenstraße 14
80333 München
Phone: 089 41 41 600 330
E-Mail: news@black.space
Url: http://www.black.space

Sonstiges

Blackspace reinvents itself as international brand experience agency

Blackspace reinvents itself as international brand experience agency

From left to right: Marc Ziegler, Michael Keller and Christoph Rohrer

Blackspace and its team of 65 employees looks back on 2017 as a year of major change and fantastic business success. The experience designers are busy reinventing themselves – along with brand experiences for MunichRe, Volkswagen and Green City – revealing their mission „Reinvent the experience“ in two respects.

Change puts agency on target

With revenues of 8.5 million euros, Managing Partners Michael Keller, Christoph Rohrer and Marc Ziegler show that their change process is the right strategy for the agency. The owner-managed design company has also been physically separated from KMS TEAM since summer 2017. In this time of major transformation, the experts for branding, new experience formats and brand strategy are focused on what they do best: acting as a creative partner to help companies and institutions make their own changes and visions visible to the public. Christoph Rohrer explained the agency’s approach: „Companies today are under a great deal of pressure to reinvent themselves. Classic marketing has become obsolete. Instead, companies really need new formats that are relevant and make sense. They want to create truly memorable experiences.“

New clients and projects in 2017

This approach won Blackspace a number of new clients in 2017: In addition to Munich Re and medium-sized companies Bulthaup, Sick AG and Rehau, the agency now supports the Munich Symphony Orchestra as well as Green City, an innovative electro mobility and new energy provider. Blackspace also works for long-time clients like Audi, o2, Heidelberger Druckmaschinen, Siemens Home Appliances and Volkswagen, creating installations for international trade shows as well as new experience formats, such as a dealer convention in the form of an AR show.

Experience designers face a unique challenge when it comes to translating innovative technologies or abstract products and services into new touch points. For example, they created a global „Brand Space“ for reinsurance company Munich Re. This pop-up branded space presented future business fields in an expanded virtual reality application for people to touch and feel. Blackspace also ushered Audi into the digital age in 2017 with a complete brand relaunch that promotes a relationship between people and the brand, fostering a dialogue between the two. Last year, Blackspace received over 30 international awards for its work.

Reinvent the experience

According to Managing Partner Marc Ziegler, Blackspace’s design excellence stems from its creative team of brand, motion, 3D and digital designers, as well as strategists and project managers – the „Black Lab“: „Our work is 100% innovation- and idea-driven. We put together a team of people for each project with specific strengths and interests in this particular area. We don’t have any rigid structures or follow any set formulas. This is how we create solutions for our clients that challenge and go beyond what’s known.“ The agency plans another relocation to get more space for its creative work, now moving to Munich’s Kunstareal art district. The exact location is still a secret – a „Blackspace“ in the true sense of the word.

Brands, products and services trigger memories and make us feel certain emotions that stay with us for our entire lives. They impact our behaviors, our perceptions and our decisions. We can develop loyalties and connections to brands if we’re able to establish a strong, emotional and far-reaching relationship with them – through extraordinary, unforgettable brand experiences. This is our mindset and profound belief. We make the incomprehensible tangible, give shape to the unimaginable, and are always working to advance what is innovative and new. This is what our label BLACKSPACE stands for, and it drives our work.

Contact
BLACKSPACE GmbH
Stefanie Börger
Luisenstraße 14
80333 München
Phone: 089 41 41 600 330
E-Mail: news@black.space
Url: http://www.black.space