BRAND SPACE
2019
BASECAMP BERLIN
BASECAMP was the first established event space for political communication within the network politics community. It served as a role model for prominent locations such as the VW Drive Forum and the Microsoft Digital Eatery. Today, BASECAMP is a prominent meeting point for Berlin’s digital and network policy community. Politicians, opinion leaders, journalists and employees of the surrounding ministries and companies come and go every day.
The Basecamp was the first established event space for political communication within the digital democracy community. It was a role model for prominent places such as the VW Drive Forum and the Microsoft Digital Eatery. Today the Basecamp is a fixed point of contact and meeting point for Berlin's digital and network politics community and politicians, opinion leaders, journalists and employees of the surrounding ministries and companies come and go here every day.
The Basecamp was the first established event space for political communication within the digital democracy community. It was a role model for prominent places such as the VW Drive Forum and the Microsoft Digital Eatery. Today the Basecamp is a fixed point of contact and meeting point for Berlin's digital and network politics community and politicians, opinion leaders, journalists and employees of the surrounding ministries and companies come and go here every day.
KEY INFO
Date:
2019
Location:
Mittelweg, Berlin
Agency:
hartmannvonsiebenthal
Client:
Telefónica O2
TASK
BASECAMP has grown organically into a platform over the years. In the same building, the editorial office of the online blog “UdL Digital is located”, which is operated by O2 Telefónica as well. The task was to allow “UdL Digital” and the former “Telefónica” BASECAMP to grow closer together while making the O2 Telefónica brand more noticeable in the space.
The new O2 shop concept, which we developed prior in the same year, served as architectural model for the redesign. We had a total of 8 weeks to develop the joint brand, the room concept, design and architecture.
“Our concept follows a platform principle. The thought behind it: On an empty surface, on which only one tree stands, two people would always stand under this tree.”
"In an empty space with only one tree, two people would always stand under this tree. In other words, we were looking for visual anchors that create platforms on which people can exchange ideas."
"In an empty space with only one tree, two people would always stand under this tree. In other words, we were looking for visual anchors that create platforms on which people can exchange ideas."
APPROACH
The first approach was inspired by the place itself, which is above all a space for discourse. It was important to me to preserve the improvised and dynamic elements, the patina. Chairs that can be easily pushed together for a spontaneous discussion; the presence of various media, the bustling and the acoustics. As a place of conversation, the space should be as diverse and changeable as the guest’s interests and positions.
Our concept follows a platform principle. The thought behind it: On an empty surface, on which only one tree stands, two people would always stand under this tree. Accordingly, we searched for visual anchors that create platforms for people to interact witch each other. For the confidential and public, the lecture, the debate, the meeting and the chance encounter.
EXECUTION
We started with the concept of the new brand, which brings together the former “Telefónica Basecamp” and the blog “UdL Digital”. Together with the client and the agency Superunion, we developed the new profile in workshops.
Through the common name BASECAMP for the blog and the physical space alike, both brands grow together and become more neutral and independent at the same time. Telefónica as the operator disappears from the name, but becomes more noticeable in the redesigned space.
Since the space is used during the day as an open co-working space and café, the lounge armchairs in the entrance area create the first meeting point, from which guests in the camp can orient themselves and overlook the various platforms.
Placed at the front by the large window, the O2 Shop finds its new home and invites guests to technological conversations and consultations.
A Twitter installation on the main wall serves as visual anchor for the large cafeteria area, bringing the currently trending buzzwords of digital discourse on analog scoreboards into the physical space. The floor-to-ceiling mural on the opposite wall opens up a second level to honor the achievements of democratic discourse. On closer inspection, Aristotle with headphones can be recognized as the inventor of democracy. We placed the freely changeable cafeteria furniture in the space between these two icons.
The design of the chairs in white, grey and blue follows the color-blocking approach of the “O2 Shop of the Future” concept and is intended to invite guests to use them wherever they are currently needed and thus adapt the room to their respective conversation situation.
Prominently placed in front of the Aristotle wall installation, screens show the latest content of the BASECAMP blog, providing the guests with relevant conversation material and informing them about upcoming events.
In the directly connected co-working area, everything revolves around productivity. The blue interfaces and sockets at the tables mark the work and create aspect.
Due to its equipment and location at the back of BASECAMP, the Lab, as a small rentable workshop area, offers an even more focussed working environment. The glass front facing the courtyard allows plenty of daylight into the room and creates an activating environment. Huge blue quotation marks on the wall serve as visual anchors, between which one of Habermas' rules of communication is almost hidden.
In the evening, BASECAMP turns into an event forum with a stage and mobile control wagon.
CONCLUSION
As a space that invites to leave traces, the redesigned BASECAMP is constantly changing and adapts to the evolving needs of its guests. At 200 events per year, modularity was the key to this concept. The development time including implementation and construction was 8 weeks.
For more info check out: Basecamp Berlin and hartmannvonsiebenthal
Photos by Brandspace Photography
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