max.center in Wels, AT

In 2002, we were commissioned to develop a Corporate Architecture concept for the Maximarkt chain. It was intended to serve as the basis for the architectural design of all existing and future locations. The goal was to create a recognizable appearance. The guidelines defined in collaboration with the Maximarkt management were also considered for the max.center in Wels.

Facade as Light Installation
A central element of our concept is the glass facade made of translucent structured glass. It displays the name of the center and is illuminated from behind by colored LED lights – a striking light installation covering an area of 1,500 m². The facade changes color every minute, creating high visibility in the surroundings, particularly in the evening. It combines the functional building closure with a clear design statement and serves as a carrier of the brand identity.

Room concept with added value for shops and visitors
The interior of the center is spacious, bright, and airy. It is dominated by the 12m high sales hall for the Maximarkt. Behind the full-height glass facade, it creates an open space for an optimal shopping experience. The full-height glass facade is divided by three inserted shop boxes. These are surrounded by a curtain material from floor to ceiling, defining the outdoor and indoor appearance. Graphically designed motifs transform them into a three-dimensional art object.

The "folding" of the shop portals creates different perspectives and supports the presentation of the individual shops. To counteract the "uneven" wall rhythm, we contrast the linear ceiling made of birch plywood with orthogonally laid natural stone floors. Highlights of the mall include the approximately 6-meter-wide glass roof on the upper floor and a chill-out island on the ground floor.