Catwalk, BMW Group, IAA 2007, Frankfurt / Main, Germany - FRANKEN\ARCHITEKTEN

Catwalk

“The ever-same scenes of the catwalk shows transcend the message of a current fashion trend and make it a mythical statement on the immortality of fashion. The appearance of the current collection becomes a kind of mass.”
Harald Gründl, "The Death of Fashion. The Passage Rite of Fashion in the Show Window", 2007

The trade show appearance was the focus of the world premiere of the MINI Clubman. We realized a seminal marque presentation oriented on art, fashion and clubbing. The building cube was the same length as the premiering vehicle and communicated a reference to fashion with its textile materiality both on the inside and outside. An excessive (in terms of perspective) presentation area was created in the interior, with the “MINI Clubman Catwalk” as a quote from the world of fashion as the central element.

Client BMW Group
Location IAA 2007, Frankfurt / Main, Germany
Project-Team Prof. Bernhard Franken, Frank Brammer, David Berens, Steffi Lombardi
Partner

Meiré und Meiré

Status realised 2007
Dimension 1.200 m²

Narrative Spaces

parametric

semantic

scenographic

 

Scenography is not confined to  
the stage or screen, nor just to presen-tation events and trade shows. It is a design approach, rooted in narrative, that can be applied as well to individual buildings and even to urban environments.

more...

ritual

Awards

  • DDC Award 2007
  • ADC Award 2008
  • iF communication design Award 2008
  • reddot communication design Award 2008
  • D3PD Award 2008 "Die Goldene Flamme"
  • Designpreis der BRD 2009 (nominiert)
  • Designpreis der BRD 2010 (nominiert)

 

Publications

  • plastruction, heidelberg business media GmbH, 2011
  • Out of the Box, Gestalten Verlag, 2011