Aldi facade study, 2012
Banal ?
Aldi, known as a grocery chain in the budget segment, invites entries for a competition for the façade design of a main store with administration and parking garage in Munich. The leitmotif for the "cladding" of the existing building is the extension of the corporate identity (CI) to the corporate architecture (CA) by transforming the Aldi logo into a vertical slatted façade that interprets and rearticulates its colors and elements. Powder-coated aluminum slats are provided in different densities and color combinations. The façade reacts in a differentiated way to the various areas of use behind it and thus unmistakably characterizes the appearance of the building and the company to the outside world. The discussion accompanying the process revolved around the questions: Banal or appropriate? How can a change in the company's image be conveyed to the outside world using suitable design elements?
Aldi Façade, Munich, Competition 2012
Banal ?
Aldi, the well-known food chain in the low-price segment, has sent out invitations to design the façade of a main branch in Munich with administration and multi-storey car park. The leitmotif for the "cladding" of the existing building is the extension of the corporate identity, CI, on to the corporate architecture, CA, through the transformation of the Aldi logo on to a vertical lamella façade regarding ist colors and elements. Powder-coated aluminum lamellae in different densities and color combinations are planned.
The façade reacts differently to the different usage areas behind and to the immediate environment, and thus unmistakably determines the appearance of the building and of the company. The accompanying discussion concentrated on the question of whether it was banal or appropriate: how is it possible to use suitable design methods to make a change regarding the company image visible on the outside?