The communication agency Saatchi & Saatchi Pro won the pitch for the new development of the Visitor Centre’s history section against several strong competitors. The Visitor Centre presents interesting facts about BASF and the world of chemistry in an area of over 2,000 square metres. The concept for the history exhibition unites the world of motifs of venerable libraries with the expectations of the modern Information Age. Interested visitors can find out all about the development of the company in an interactive, playful and experience-oriented manner.
Saatchi & Saatchi Pro is responsible for the entire production, which is aimed at both groups and individual visitors. They developed and implemented the digital elements as well as the content. Furthermore, they designed the layout of the rooms: the exhibition is reminiscent of a traditional library and at the centre is an over-dimensional, open book consisting of digital screens. On these screens, BASF presents its entire chronology as well as large-format films about the different eras of the company.
The ‘Open Book’ is complemented with four digital, pull-out books about the corporate topics of Mutual Success, Solutions, Responsibility and Global Presence. These are integrated in a giant bookcase that spans the entire wall of the exhibition. The thematic books are equipped with floor-level touchscreens so that visitors can independently browse through the individual chapters and switch back and forth between texts, images and short videos. Haptic exhibits support the exhibition and provide a counterbalance to the digital elements.
“The work for BASF is a truly creative and strategic milestone for us. With the exhibition, we demonstrate how to understandably convey complex developments with lively and innovative storytelling,” states Alexander Stendel, Managing Director at Saatchi & Saatchi Pro.
The exhibition has been planned to run long-term. The digital content can be expanded or fully revised whenever necessary thanks to a modern Content Management System.