International Festival of Brand Experience
03 | Die Kraft 19-01-2021

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Lennart Wiechell

Schmidhuber Brand Experience GmbH

Statement
In an age in which AI and VR shape our daily lives, real encounters have found new significance in temporary architecture. A variety of new facets are emerging out of these physical and digital realms. And they enable interactive spatial communication not just to be experienced but connected with on an emotional level. This is exactly what we explore at SCHMIDHUBER. And as a member of the BrandEx jury, I’ll be assessing projects with this in mind.

CV
Lennart Wiechell is always tracking trends and innovations in architecture. After studying architecture in Braunschweig and Florence, he first works with Professor M. v. Gerkan, Ipostudio, and Gerber architects. In 2001 he joins the management of Graft architects in Berlin, where he solidifies his keen sense for visionary architecture. Since 2008 he is a managing partner with SCHMIDHUBER. Space as a brand’s identity, corporate architecture as an additional value in brand communication, and museums and brand spaces are the focuses of his work. All of these are exemplified in the design of the German pavilion at the EXPO 2010 in Shanghai and 2015 in Milan.