THE PERFECTLY DESIGNED PHOTO INSTALLATIONS ARE FULLY INTEGRATED INTO OUR NEWLY DESIGNED OFFICE COMPLEX IN TERMS OF PERSPECTIVE AND CONTENT.
They add new dimensions to the rooms and convey our image in a powerful, exciting and sustainable way.
Björn Brüggemann, Head of Culture Marketing, Red Bull, Munich
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THE OBJECTIVE
Red Bull commissioned me to visually enhance the free wall surfaces in the large and architecturally modern new building of Red Bull’s headquarters in Munich, applying Red Bull’s thematic core areas in a spectacular and sophisticated way.
The company motto “gives you wings”, already integrated in the architecture, also had to be included.
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Film Foto-Installation Office X Red Bull
THE IMPLEMENTATION
Each room in the new office complex had a theme from the Red Bull portfolio around which I created a photo installation.
After determining the size and the preferred print material, I staged the motifs photographically, taking into account the spatial and architectural features of the respective room – or photographed them during a Red Bull event using special photo installation technology.
In the subsequent work process, known as digital composing, I put the photographed sections together and rearranged them to achieve the desired thematic statement and visual and spatial effect.
After printing and pre-assembly in the repro shop, I assembled the motifs on site.
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Hangar 8 / Foyer
- Hight 325 cm x width 740 cm
- Lambda photo paper with 6 mm silicone glass lamination, aluminium Dibond sheet
THE OBJECTIVE
While Hangar 7 at Salzburg Airport is famed throughout the world for its architecture, the historic aircraft on display there, a TV talk show as well as its accessibility to the general public all mean that Hangar 8 is subject to strict security measures and is only accessible internally to a few Red Bull employees. The task was to set the stage for this exciting and impressive work area and for the daily routine in the workshop focussing on the historic aircraft fleet of the “Flying Bulls” and showing as many aircraft as possible.
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Assembly of the first section of the installation
THE IMPLEMENTATION
The Hangar 8 photo installation is located on the 1st floor of the new office building. The photographed perspective and viewing direction into the installation – down into the hangar from above – gives the viewer the feeling of looking directly down into the hangar through a window pane. The hyper-realistic arrangement of the multitude of aircraft on the tarmac and the mechanics working in the hangar was fused into an overall picture during the subsequent digital composing. This “window effect” was reinforced by the choice of a glass-silicon-Dibond process – in which a 10 mm real glass pane is placed over the photo print.
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BMX / Conference Room
- Hight 315 cm x width 1050 cm
- Wallpaper laminated, cladding with perspective adjustment of cable duct and air conditioning system
THE OBJECTIVE
I was commissioned to photograph the BMX motif for a conference room in Red Bull’s new headquarters during a big Red Bull BMX event in Berlin. I paid special attention to the action shots of the BMX riders as well as portraying the sheer size of the event.
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Mounting the BMX installation
THE IMPLEMENTATION
I checked out all the perspectives and possible image excerpts during training on the day before the actual event and photographed these as a layout. I then transferred this layout to the wall format in the conference room on the computer and determined the best possible layout. I photographed the actual event as it happened in high resolution complete with spectators and race track.
In the subsequent image design, I condensed the special atmosphere as well as the size of the event into one intense image. The most spectacular action shots were selected and assembled into a homogenous racing group during a racing session. As with all the motifs, the perspective and image distribution within the photo installation were adapted to the spatial parameters of the hanging space. In this case, the main action – the BMX riders in the air – was placed above the conference table and chairs, clearly visible. The action is also visible through the glass wall of the conference room from outside.
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Moto X Wall
- Hight 285 cm x width 850 cm
- Wallpaper on curved wood-plastic background
THE OBJECTIVE
Since a real Moto-X race could not be properly photographed for safety and competitive reasons, an authentic racing scene and race track needed to be photographically recreated using subsequent digital image composition.
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Installation of motorcycles in front of the semi-circular wall construction
THE IMPLEMENTATION
I photographed an existing race track using partial shots and then digitally assembled it into a new, spectacular race track. Individual racing scenes were photographed with 5 individual Moto-X riders. Changes of jerseys during the photo shoot and later on changing the start numbers in the digital image processing created a large imaginary field of riders. In the subsequent image design, I created an exciting hyper-realistic image of a racing situation with a large field of riders and full action all around the subject. The proportions and screen layout were deliberately adjusted to the real-life Moto X motorcycles set up in the reception area in front of the motif. Designed as an interactive wall, customers sitting on the real Moto X motorcycles in front of the photo installation can take a picture of themselves via self-timer that gives the illusion that they are riding in the midst of the racing action.
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Taxiway / Conference room
- Height 315 cm x width 740 cm
- Wallpaper laminated, cladding with perspective adjustment of cable duct and air conditioning system
THE OBJECTIVE
While Hangar 8 was intended to show the variety of aircraft of the “Flying Bulls”, the ROLLFELD motif focused on the work and technical details of a single aircraft.
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Installation assembly
THE IMPLEMENTATION
The clear image distribution creates a calm, clear image despite the condensation of events in digital composing with a large number of workers in several areas of the aircraft. Thanks to the chosen perspective, the size and beauty of the aircraft is emphasised, ensuring at the same time that the main actions are clearly visible above the conference tables and chairs in the room and thus also visible from outside through the office window fronts when looking into the conference room.
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Hall of Fame
- Height 65 cm x width 97 cm
- Hahnemühle Fine Art Print, aluminium shade joint framework
THE OBJECTIVE
Red Bull’s athletes and brand ambassadors were to be uniformly staged in a “Hall of Fame” in the entrance area of the marketing department. In this case, the focus was not on the large-scale, spatial and perspective effect of the photo installation, but rather on a consistent visual language and impression.
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Conception of the Hall of Fame on the architectural blueprint
THE IMPLEMENTATION
Despite the large number of athletes and the relatively densely-packed hanging on a long wall, black and white photography and the clarity of the images achieved a calm and homogeneous appearance. The athletes were staged against the same background and perspective as a portrait photo and a photo with the “tool of their trade” in several photo shoots. By combining the reduced, detached presentation of the sport with a strong portrait of the athlete, a deliberately visual language was chosen that stands out from the classic and familiar action shots of the Red Bull athletes and underlines the exhibition character of a “Hall of Fame”.