Los Angeles, China, Milano. Pop-up restaurant, flagship store, trade shows. Hendrik Müller and Georg Thiersch, proprietors of the Munich Agency known as 1zu33, radiate with stellar brilliance when they tell the tales of their projects. Brand communication is their specialty, they create architecture for brands which become guiding lights.
At their studio in the hip Dreimühlenviertel section of Munich, 25 architects and interior designers develop spatial concepts for international brands in a variety of branches. Their list of clients boasts such illustrious stars and premium market leaders as Gaggenau, Aesop, Hansgrohe, Occhio.
“Just recently we had the grand opening of the huge new Occhio flagship store in Hamburg,” relates Hendrik Müller. “Our aim is always to communicate an honest and authentic impression: what matters is the overall experience of a customer, a visitor to a trade show or event. We want to awaken an all-encompassing, deep, good feeling which is immediately connected to the brand”. No medium can immerse into the identity of a brand as directly or intimately as spatial communication.
“Most of our clients have trusted us for a long time already. That’s what allows us to tell stories in a wide range of formats which are so credible. It’s what allows us to plumb deeply into their own cultural context. We strive way beyond visual borderlines,” says Thiersch. In this vein, they sculpt events, offices, stores, trade show exhibition set-ups as if they’d been poured from a mould. Nevertheless, the forms conduct a running dialogue with individuals in each environment.