In the field of narrative design, the building is not just a space for ATELIER BRÜCKNER; it is the place where the story begins.
Introduction
The design office is located in Stuttgart, Germany, creating highly immersive installations for clients around the world, including BMW in Munich, the Grand Egyptian Museum in Giza, and the Museum of the Future in Dubai, where they presented an exhibition that expands the mind with the help of consultants from NASA.
Industry Changes
The industry has changed significantly in recent years due to the increasing integration of technology in exhibitions and experiences, from augmented reality to virtual reality, showcasing interactivity more and emerging technologies. But also, we are talking about virtual spaces and digital twins.
People used to travel to the buildings. Now, buildings, architecture, and spaces travel to you. So, certainly, our field has become more accessible. I can say this is the form that the technology revolution has added and added value to our field. Our field and the cultural sector have always been, in some ways, exclusive. Making it available to as many people as possible is very important because that is the reason for growth and cultural exchange.
I would also say that museums are now less focused on artifacts and objects. They are more personalized and experiential. Thus, the individual plays a more significant role in that. You are asked to contribute actively. We are always creating expansive experiences that engage you and put you in the center. You can influence what you experience.
Of course, with current technology, this has become more feasible. With AI-based tools being developed, you can have personalized content related to your preferences – if you live in a physical space, you can customize the content for you, whether from an auditory, visual perspective, or even light based on the visitor’s preferences. The options are endless.
Integrating Technology into the Creative Process
Yes, we have started to integrate artificial intelligence and machine learning into the creative process. We are working intensively with ChatGPT and Jasper for research purposes, mind mapping, organizing ideas, and creating draft texts for presentations or sharing our concepts. We also use it in Miro, particularly for the creative thinking part of the process.
Then we use image systems like Stable Diffusion and Midjourney and sometimes DALL-E as well. We mostly use these systems to kickstart the creative process, create mood boards, ignite or provoke the idea, and share some elements among us, or if we want to explain our concept.
At the moment, we are using it in the early stages of our work. So it has not been fully integrated into other stages yet. For us, it would be interesting to see how this can be a useful tool for modeling, developing final drawings, budgeting, and planning, and even using AI to analyze visitor feedback.
There are many opportunities for growth and expansion in this area. That’s why it is interesting for us, but we are still at the beginning of it. I think our role now is to see how this can be applied more in our field and how we can push it further.
The Role of Technology in the Modernization Process
ATELIER BRÜCKNER is a large office. Everyone has their own way of doing something. For example, our team is enthusiastic about technology. Other teams also appreciate the beauty of craftsmanship. So they still produce beautiful models instead of using virtual reality glasses. While other teams use virtual reality, transporting clients through space, and so forth. There is still a balance, which I think adds a lot of added value. Because of course, the moment you give up the past, instead of leveraging it and keeping it in your process, it becomes a generally empty experience.
From
the initial ideation phase, we gathered all these inputs and started to refine them. This is where design thinking comes into play – creating prototypes, brainstorming, and iterating on concepts until we reach a form that resonates with both our team and the client. It’s a collaborative process involving constant feedback and adjustments.
One important aspect is the storytelling element. We focus on how to convey the message effectively, ensuring that the narratives we create align with the client’s vision and resonate with the intended audience. This involves not just visual design but also considering the emotional impact and engagement level we want to achieve.
This brings us to testing our concepts. We often conduct stakeholder reviews where we present our ideas and gather feedback, allowing us to refine the project further before moving into more detailed design stages. Iteration is key, and we remain flexible to adapt to new insights and suggestions.
Finalizing the project
As we approach the final stages, we ensure all elements are cohesive and work together harmoniously. This involves coordinating with various teams including media production, installation, and technical aspects to guarantee a seamless execution.
Throughout this process, technology plays a crucial role. We utilize various tools for project management, design collaboration, and communication, making sure everyone is on the same page and contributing effectively.
In conclusion, while AI tools like ChatGPT and Midjourney have introduced new efficiencies and creative sparks, the essence of our work remains rooted in collaboration, creativity, and an understanding of storytelling. We see these tools as valuable assets that enhance our processes, rather than replacements for the human touch that is vital in our field.
Imagine this possible future, where we have created worlds that transport visitors to the future in outer space, the future on Earth, and the future within the self – your connection to yourself, your senses, and each other. This exhibition exists in a place, the Museum of the Future in Dubai, but within this space, you are fully transported to vast other realms.
In many cases, when we say we are translating space or content into a spatial narrative, when the client comes, sometimes they believe they also need space, but sometimes it changes completely. So it can shift depending on who we are communicating with and what we are trying to convey. We are also constantly developing that with them.
Parts of the work that bring you the most joy
For me, the greatest joy is this concept of transformation. Whether I am exchanging views with an artist, a media designer, or a product designer, it is very stimulating. Each time, you have to dive into different topics and meet people who know their field well, whether it is history, anthropology, branding, and so on. Then you have to collaborate and sometimes switch roles. This is why I speak of transformation: to switch roles between different disciplines, learn from them, interact with them. Then each time, you create something new. This collaborative work truly always inspires me, and you learn so much from it.
This is definitely also something I enjoy throughout this process – getting completely different inputs into your design process. But at the same time, to really be able to immerse yourself in the subject – digest a specific topic, and have the idea, “Okay, I think I understand.” Then to be able to shape that. At the end of the day, you have something you look at and think that this is the right and perfect outcome for that task or specific subject. If you are lucky, the client thinks the same.
Rimeli: Another interesting thing about emerging technologies is that every time you think about what kind of sensory tools you will use to translate the content. Because now, there is a large list of options. It is challenging for us each time to decide, because it can easily fall into the trap where the media drives your approach. We usually try to use media only to facilitate the process instead of letting it lead the entire spatial process, that narrative in space. So each time, we try to figure out which tool will evoke a specific emotion and create an emotional engagement for the visitor and also give them empathy with an object, or each other, or their environment.
This interview has been lightly edited and summarized.
Source: https://blog.dropbox.com/topics/customer-stories/atelier-bruckner
.lwrp .lwrp-list-multi-container{
display: flex;
}
.lwrp .lwrp-list-double{
width: 48%;
}
.lwrp .lwrp-list-triple{
width: 32%;
}
.lwrp .lwrp-list-row-container{
display: flex;
justify-content: space-between;
}
.lwrp .lwrp-list-row-container .lwrp-list-item{
width: calc(12% – 20px);
}
.lwrp .lwrp-list-item:not(.lwrp-no-posts-message-item){
}
.lwrp .lwrp-list-item img{
max-width: 100%;
height: auto;
object-fit: cover;
aspect-ratio: 1 / 1;
}
.lwrp .lwrp-list-item.lwrp-empty-list-item{
background: initial !important;
}
.lwrp .lwrp-list-item .lwrp-list-link .lwrp-list-link-title-text,
.lwrp .lwrp-list-item .lwrp-list-no-posts-message{
}@media screen and (max-width: 480px) {
.lwrp.link-whisper-related-posts{
}
.lwrp .lwrp-title{
}.lwrp .lwrp-description{
“`html
}
.lwrp .lwrp-list-multi-container{
flex-direction: column;
}
.lwrp .lwrp-list-multi-container ul.lwrp-list{
margin-top: 0px;
margin-bottom: 0px;
padding-top: 0px;
padding-bottom: 0px;
}
.lwrp .lwrp-list-double,
.lwrp .lwrp-list-triple{
width: 100%;
}
.lwrp .lwrp-list-row-container{
justify-content: initial;
flex-direction: column;
}
.lwrp .lwrp-list-row-container .lwrp-list-item{
width: 100%;
}
.lwrp .lwrp-list-item:not(.lwrp-no-posts-message-item){
}
.lwrp .lwrp-list-item .lwrp-list-link .lwrp-list-link-title-text,
.lwrp .lwrp-list-item .lwrp-list-no-posts-message{
};
}
Leave a Reply