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Serono Pharma headquarters junio 12, 2008

Posted by christian saucedo in Media facade.
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Tipo. Fachada media – auto activa

Autor. Arq. Helmut Jahn

Autor instalación. ag4 media facade GmbH

Edificio. Oficinas centrales de Serono Pharma

Ciudad. Ginebra

País. Suiza

Año. 2006

Web. http://www.medienfassade.com/medienfassade_serono.html?&L=1

Imágenes. http://www.medienfassade.com/medienfassade_serono.html?&L=1

Video. http://www.youtube.com/watch?v=T-dqBMALoow&feature=related

Vía. http://www.medienfassade.com

Descripción

Serono es una de las empresas farmacéuticas líder mundial en el ámbito de la biotecnología.

El proyecto de ampliación de su sede principal consiste en integrar al edificio ya existente en una nueva sede. Un contrafuegos del edificio antiguo será la zona posterior de un atrio que forma parte de un nuevo véstibulo representativo.

ag4 concibió una instalación espacial que consiste en una superposición de estratos. 138 módulos de cera pura de abejas color amarilla, dispuestos de forma abstracta y que llegan a cubrir una superficie total de 360 m distribuidos en los 5 niveles del edificio, simbolizan estratos del código genético. En los módulos de cera hay una capa integrada de diodos luminiscentes, que hace posible una escenificación mediática de la inatalación.

Entre el cortafuegos y la parte posterior de los módulos de cera están recubiertos de espejos y producen la sensación de un espacio comlejo que se prolonga hasta el infinito. El código genético se representa de forma sensorial a modo de inatalación espacial. Durante el día, la inatalación se pone en escena mediáticamente a través de un mágico lenguaje visual. Las imágenes giran en torno al ciclo de la vida.

De ese modo, la instalación da una imagen viva de serono como empresa lider en el campo de la biotecnología. La coreografía de los videos se adapta al discurrir de la jornada y, en función de la hora del día, muestra estadios de la vida – desde la célula (por la mañana temprano) hasta el hombre adulto (al final de la tarde) -. Los contenidos de la escenificación básica comprenden video clips atmosféricos y abstractos.

Cuando una persona atraviesa el puente, un sensor de movimiento envía un impulso que hace que la superficie LED integrada florezca temáticamente. Imágenes reales, como por ejemplo un bebé o una mujer embarazada – como estadis del ciclo de la vida -, se superponen entonces a la superficie abstracta: las personas en la sala interactuan con la instalación.

Description

Merck Serono is one of the worldwide leading pharmaceutical companies specializing in the field of biotechnology. In 2006, the company underwent an expansion of its headquarters. The architect Helmut Jahn created the architectural design for the expansion of the headquarters and integrated existing, older buildings into the new company complex. One of the walls of the existing building complex became a section of the newly built company foyer.

To create this wall, Helmut Jahn asked ag4 media facade GmbH for a mediatectonic concept that can visualize the conceptual orientation of Merck Serono onto the surface area of the wall, thereby organically integrating it into the entire ensemble. ag4’s creativity and experience gave birth to a mediatectonic concept that convinced both Helmut Jahn and Merck Serono, which was then implemented in 2006.

The concept

ag4 created “Layers of Life” for Helmut Jahn’s architectural concept and design a mediatectonic facade installation that organically merges with the existing architecture, creating a fascinating expression of Merck Serono’s company identity. The concept “Layers of Life” combines the natural elements of water and wax with a mirrored wall and a media display. This fusion of elements depicts the installation’s central idea: Complexity. Biotechnology is a discipline that feeds off various different sciences, an organic interplay and complexity perfectly reflected through the mediatectonic concept of “Layers of Life”

The mirror wall creates a fascinating spatial experience with rain and wax symbolizing the natural basis of life. The entire wall construction represents the form of the genetic code. The media content display, which uses videos, images and animated text, generates emotions and company messages, and its artistic concept signifies an open space that symbolizes development and the future. The result is a fascinating foyer installation that perfectly merges the various facets which make up the identity of Merck Serono.

Fusion of Technology and Nature

ag4 arranged 138 wax blocks according to an abstract form of a genetic code on to a total surface of around 360 square meters and spanning five floors. By using natural yellow beeswax, ag4 falls back on a material that has been in use for centuries and that can be organically formed. These wax blocks form the first level of the installation and, through this natural, part translucent part opaque material they act as an emotional antithesis to the glass architecture of the building. The Cologne artist Mic Enneper, commissioned by ag4, used a total of 1.4 tons of beeswax to create this object. After heating the material, he formed the large format blocks manually using hot air and a spatula. The matt-finish of the surface with its diffused transparency was purposely given a haptic unevenness – as such organic.

Beeswax is a valuable resource in nature, which bees use among other things for the flow of information within the bee colony. ag4 transferred the communicative function of this material metaphorically onto the space installation by integrating light-emitting diodes or LEDs into the wax modules. These form the 2nd layer of the installation. The wax blocks are the transfer medium that acts as the multimedia communication of Merck Serono’s complex identity. Images, videos and text fragments depict the themes of company, people, products and science, and artistically stage them on several superimposed layers. Images and videos shine through the wax, creating the distinctive poetry of this media content display.

Fascinating space of philosophical depth

Artificial rain and a mirror wall form the third and forth layer of the installation behind the wax wall. Through the interplay between a high-gloss coating on the back of the wax blocks and the reflection onto the wall behind it, which is further enhanced through artificial rain, the viewer is drawn into an infinite space that bears a fascinating effect. To create the curtain of artificial rain, highly intricate water nozzles were installed in the ceiling. These computerized nozzles can be programmed to alter the form of the water drops thus creating light or heavy rain.

Mediatecture-specific Programming

ag4 specifically developed a software tool for the programming of complex media content display for mediatecture: the Interactive Media Pool Platform, in short IMPP. The content, designed according to an individual personal profile developed specifically for Serono and consisting of images, videos and text fragments, is combined by IMPP according to a complex principle to create a multidimensional media presentation and display.

For example, an abstract image of a blood cell is superimposed onto the static image of a small child. This blood cell then moves onto its 3D-animated voyage through the human body whilst simultaneously appropriate text abstracts are displayed in different languages. Images of molecule structures are displayed along with microscopic cell division, specific Serono products gliding seemingly weightless like futuristic space ships in orbit.

After the initial programming is done by ag4, the media content display composes itself continuously anew and can be expanded with new content by Serono at any given time. The company can thus specifically display time and event related contents on demand.

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