BLOG 9: BAUWERK WINS THE MARKETING + ARCHITECTURE 2012 AWARD

The Swiss company Bauwerk Parkett was convincing with their objective of generating enthusiasm among customers and making it possible to experience parquet with all of our senses. The jury of the Marketing + Architecture Award selected the company’s showroom as the winner in the category Trade Fair Exhibit, Showrooms and Pavilions.
 
Receiving this award marks a highpoint in the company’s transformation process. «That we received this award makes me quite proud. It confirms that Bauwerk has succeeded in presenting our new parquet showrooms in a unique way,» said CEO Klaus Brammertz. Bauwerk Parkett AG collaborated with the Zurich design Studio Hannes Wettstein, which created a unique parquet showroom with their innovative ideas. The spatial concept developed by Studio Wettstein features an interplay of architecture, staging, light and sound with parquet in the leading role as the crowning touch. All other spatial elements are kept plain in white. Through this, they become part of the backdrop, leaving room for the parquet and allowing it to unfold in all its beauty.

The redesign of the showroom with the very appropriate name «Parkettwelt» (parquet world) is part of the modernised brand presence of Bauwerk Parkett AG. With this development, the company has completed the transition from parquet maker to parquet experience. In these Parkettwelt showrooms, Bauwerk would like to present not only their broad range of products but also – thanks to this new concept – help consumers and architects find the ideal parquet floor for their living style and individual spatial design. To accomplish this, customers will have access to competent furnishing consultants as well as be able to test their desired parquet in combination with different colours and surfaces. Further, an innovative light simulator shows the changing perception of the parquet colour under varying daylight conditions. All of this makes it possible to experience the parquet already in the Parkettwelt as it will later be perceived in its new environment.

The Marketing + Architecture Award was presented this year in eight categories for the third time. Companies, architects and builders were honoured for their special use of architecture as a marketing instrument. An independent and distinguished jury of thirteen people chose the winners in each category according to this criterion.