STIHL brand world, Waiblingen
With the STIHL Brand World, the manufacturer of chainsaws and gardening tools has opened a newly built company and brand museum at its headquarters in Waiblingen, which gives the STIHL brand a home and offers a fascinating insight into the forest ecosystem.
Architectural highlight
The striking ensemble of buildings on the banks of the Rems, which includes the STIHL brand world, impresses with its clear architecture and harmonious integration into the natural surroundings. This is where the journey through the almost 100-year history of the STIHL brand begins. The exterior design of the building reflects the innovative strength and quality standards of the brand and invites visitors to immerse themselves in the world of STIHL.
1,600 m² of pure brand experience: immerse yourself, grasp and experience.
The exhibition concept by dreiform fills the new home of the STIHL brand with fascinating content and plenty of interaction. From the spatial-visual staging of the three themed levels and exhibits, hands-on stations and digital twins to an outdoor product demonstration area, a brand shop and a café.
On the VISION, INNOVATION and EMOTION levels, visitors can get active and experience the brand in all its facets.
The "narrative tool": powerful core & connecting centre across three levels
The three levels offer different thematic focuses, linked by a spatially overarching narrative axis that provides an introduction and point of orientation at each level.
On the "Vision" level, the brand essence is all about roots and values - with a direct visual reference to the innovation compass on the "Innovation" level below. The focal point of the "Fascination of the Forest" knowledge platform on the ground floor is the rotating "Forest Cinema" as the inviting, dynamic centre of the "Emotion" level.
Experience with all your senses: The fascination of the forest
The centrepiece of the "Emotion" level is the "Fascination of the Forest" exhibition area. This knowledge platform on forests and forestry highlights the forest in all its facets. The relevance of the forest for our planet and the principles of sustainable forestry are brought to life interactively. Short films produced especially for the exhibition show people around the world in their everyday lives in nature. In collaboration with an international team of experts, a forest exhibition was created that conveys well-founded, practical knowledge for all age groups.
The exhibition modules offer visitors a wide variety of sensory experiences: On a sensory wall, the sense of smell and touch are required to identify different tree barks and forest odours. A podcast of the silver fir tells of its eventful life. Over 30 short films are presented in the six themed areas of the forest exhibition. These offer exciting insights into forestry practice, current research projects and many other aspects of the "Fascination of the Forest". In this context, the STIHL brand takes a back seat and leaves the floor to international experts from science and practice.
EG: Forest knowledge platform
The brand world is versatile, fascinating and full of experiences. The power of the brand can be felt here with all the senses.Ralf Nähring
(dreiform, Managing Director)
Ich bin eine Bildüberschrift
From roots to world market leader
Level 2 "Vision" of the STIHL brand world guides guests through the history of forestry work and the company. Visitors reach the top via a glass lift or a staircase, where the almost 100-year history of the family company begins. In the centre is a 270-degree rotunda with media displays.
The outside displays exhibits on milestones in the product and company history, including current topics such as the sustainability strategy. Binoculars with augmented reality technology combine gamification and information transfer.
Level 2: Vision
Innovations you can touch
Level 1 "Innovation" shows the technology behind STIHL products and the high quality standards in development and production. The Innovation Compass is the centrepiece of the level, surrounded by experience tables on topics such as quality, vertical integration, safety, ergonomics and battery technology. The assembly process of a chainsaw can be experienced interactively at an augmented reality station with the brand world app.
In the "World of Applications", the variety of devices is shown. Consumers and professionals are given an overview of the current product portfolio in various application areas. Devices on display invite visitors to touch them and a digital twin in 3D appears on the media windows when they move.
Level 1: Innovation
STIHL TIMBERSPORTS®
Be a hero.
In the STIHL TIMBERSPORTS® area, visitors can immerse themselves in the competitive atmosphere of extreme sports at four virtual reality stations and a hands-on exhibit. The staging for the independent STIHL TIMBERSPORTS® brand forms a visual counterpoint to the other exhibition areas and is also modular in design, allowing the space to be used in a multifunctional way. A VR simulation provides an immersive impression of the spectacular "Springboard" discipline: while guests stand on a wooden board just a few centimetres above the ground in real life, the VR goggles transport them virtually onto the so-called "Springboard" at a height of around two metres. A virtual axe reinforces the feeling of mastering the competition discipline under real conditions. Mobile workshop trolleys offer interesting facts in drawers, and a "flight case" provides a detailed insight into the equipment of the STIHL TIMBERSPORTS® athletes.
Let´s play! STIHL TIMBERSPORTS® Area
"Live" stage with a view of nature
Unforgettable events
In addition to the permanent exhibition, the STIHL Brand World offers a variety of interesting events throughout the year centred around the STIHL brand, forestry and the topic of sustainability. From specialist lectures and practical workshops to carving demonstrations, the events take place in the auditorium, on the terrace or on the event stage. The outdoor event stage is specially designed for such occasions. It is fully integrated into the main exhibition building as a framed terrace in the style of an amphitheatre. The open design draws visitors' attention to the neighbouring bank of the Rems and blends harmoniously into the natural surroundings of the landscape conservation area. The stage and seating areas are protected from the weather by a glass roof. Several remote-controlled video cameras broadcast the events, e.g. product demonstrations with historical and modern chainsaws or presentations by guest speakers, to the audience.
One place - many shows
Projects facts
Client
ANDREAS STIHL AG & Co. KG, Waiblingen
Dimension
- 1500m² exhibition area
- 250m² café and shop
- Micro: Miniature forest with tractor (height: 15 cm)
- Macro: Future tree (height: 7m)
Brand World Experience
- 1 Core
- 3 levels
- 10 experience tables
- 20 exhibit boxes
- 275+ exhibits in total
- The largest: The tractor
- The smallest: Honour pins and rare plant seeds
- 1 Turntable with forest cinema
- 2 scent diffusers
- 14 forest stations
- 3 AR stations
- 4 VR stations
- 4 digital twins
Brand world media
- 100+ audio guides
- 2 guide tablets
- 19 touchscreens
- 33 screens
- 60m² LED
- 28 guidance system spots
Making of
-
The power to grow.
The power to grow - this sentence sums up what STIHL stands for. At the same time, it works perfectly as a title for the story of how it came about - because the development of the "STIHL brand world" has also shaped our team and company. The project has "grown" piece by piece: from the initial idea, through the intensive development of themes and experiences, to the realisation of all levels, scales and facets. We look back fondly on an eventful development process and many inspiring moments and encounters.
