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Bricks. Bytes. Behaviour.

New Feldafing

In Feldafing on Lake Starnberg, Siemens AG has been operating the Global Leadership Centre since the 1970s - a unique meeting place where the company's leading minds come together. As specialist planners, we are currently developing the hybrid user concept for the next chapter in the transformation of this inspiring place of identification.

It's about people.

In close collaboration with Siemens, we analysed the current and future requirements and developed a user-centric target image for "New Feldafing". The scenarios, space requirements and spatial profiles were used as the basis for the competition brief for the architecture. In the current project, dreiform is acting as specialist planner for the hybrid user experience on behalf of Siemens P&O / GBS. Our focus is on the design and realisation of a seamless connection between real and digital offerings for guests and employees in New Feldafing.

© Siemens AG
New Feldafing is a crystallisation point where our global community grows together and reflects our claim to be a technology leader.
Chris Baumann
(Siemens AG, Strategic Program Manager)

Space for transformation

  1. Bricks.

    New Feldafing is a flagship project for innovation, sustainability and user-centred design. The building is embedded in a natural landscape away from the daily hustle and bustle, a place of belonging, transformation and co-creation. Inspiring and flexible spaces promote openness, well-being and interpersonal communication, a space for retreat, contemplation and concentration.

  2. Bytes.

    In New Feldafing, the qualities of the physical space are enhanced by digital possibilities, creating a consistent, hybrid user experience. A permanent, digital level is available to guests and employees for booking, onboarding, orientation, matchmaking, networking and check-out.

  3. Behaviour.

    The task is to transform the "Spirit of Feldafing" into the present and create a place of encounter and learning that meets the requirements of an agile and learning organisation. This place should not only have a global appeal, but also offer a hybrid utilisation concept that combines real and digital experiences.

The hybrid user experience creates a seamless experience that combines digital and real touchpoints.
Philipp Frank
(dreiform, Creative Direction)

Behind the scenes

Previous services in the project

  • Workshops on target image and usage scenarios
  • Development of user concept as the basis for the architecture
  • User representation in the planning and construction process
  • HUX - Specialist planning (hybrid user experience)
  • Media concept and control of specialist media technology planning
  • Design of the guidance and orientation system
  • Prototyping and testing

We evaluate prototypes and samples together with the customer and other project participants in our in-house DLAB. In this way, we ensure that the resulting solutions are optimally tailored to the needs of the project.

In addition, some of the solutions will be successively tested in the "Kaiserin Elisabeth" interim accommodation before they are later used in the "New Feldafing".

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