The "Landesgartenschau" a famous event in Germany, is set to take place in the city of Würzburg in 2018. What we had to do is come up with a concept for the Branding Campaign, Urban Furniture, and Guiding System to lead the people arriving to Würzburg towards the event venue. 

The goal of origami is to transform a flat sheet of paper into a finished sculpture through folding & sculpting techniques. We pictures Würzbug as it started as a blacnk sheet of Origami paper ready to be folded and shaped by history. Every fold done in history shaped Würzburg we know today and helped in giving the beautiful outcome we see in front of our eyes. We kept the concept in mind and build on from there to transform this idea into a theme compatible to make a guiding system and a branding campaign suitable for the Landesgartenschau that will hopefully take place in 2018 in this breathtaking city.

 

After expermenting with different shapes, we settled on the Butterfly! The reason behind that decision was the life circle of the butterfly. The Butterfly is the embodiement of spiritual growth and transcendence perhaps more than any other form on earth, becasue of the transformation from caterpillar to butterfly.

 

We saw the stage of when the butterfly is still in the cocoon as the safe shelter Würzburg is, and now with the Landesgartenschau it is time for the butterfly to breakfree and spread its wings to explore its capabilities embracing an entire new way of being.

 

The butterfly is here to guide us on this journey of freedom; freedom from past to future. Not only is the butterfly a beautiful creature but in many cultures the butter is also seen as a personification of a person's soul. 

Based on the theme of transfromation; the Butterfly & also Würzburg, our branding campaign was also linked to that concept. We decided to represent this transformation not only in Urban Furniture but also in our Branding identity.

We used one of the simple shapes we made the Origami "Fortune Teller" to make a Pattern.

This shape was then used to experiment with Logos & Posters.

Settling on one constant font, we came to a decision of implementing the pattern that we created & extracting different shapes from the same pattern. That way it serves our transformation concept as well as creating a range of options & varietie sto the target viewers.

Example No.1

Example No.2

The brochure can be folded to create the origami fortune teller. Its meant to be a fun interactive way to involve people with us.

Not only were the brochures to involve and inform people about the event, we wanted to further engage our visitors & audience in our Origami theme & in the Landesgartenschau, therefore we decided to have a big Origami wall made by the people themselves. That way they feel like part of the event and they can leave their imprint behind. To make the Wall you had to choose a colored Origami paper, you can either follow instructions or create your own then hang it. 

Our urban furniture was also relation to our key visual element; the butterfly. For seating, we used the wings of the butterfly to create Urban seats for resting. Using the movement of the Butterfly when it flaps its wings allowed us to create a space efficient Urban seating that can be folded down when not in use.

Graually emerging from the ground.

Each stage is to serve a different purpose.

Ramp for bicycles.

Resting or a chilling spot to enjoy the beautiful scenery of Wu

Providing information about a historical or important building for example.