In cooperation with Staatliche Kunstsammlungen Dresden (SKD), we developed a graphic spatial branding concept designed to attract a younger audience and introduce a contemporary, neon-infused visual language into a historic building. The architecture was originally designed in the 18th century by Matthäus Daniel Pöppelmann for August der Starke, serving as a space to present the royal art and porcelain collection.

Today, the building houses collections of the Senckenberg Naturhistorische Sammlungen Dresden, a public café, and a diverse program of changing cultural events and exhibitions. The challenge was to communicate this rich and multifaceted cultural offering to a new audience and to establish the museum as an open, public hub for interaction and encounter.

The installation spans the entire ground floor and culminates at the welcoming, street-facing pillar. It deliberately plays with and contrasts the historic architectural elements while providing clear visual orientation and guidance for visitors.

The visual concept was designed to be scalable and adaptable, functioning both in large-format spatial applications and in smaller formats such as museum handouts, flyers, and other communication materials.

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Holistic, modular and effective approaches of spatial branding can
give a totally new identity and use structure to public spaces.