wayfinding, design in space: AOK Ludwigsburg

»An incredibly bold project for a health insurance institution, designed to bring fresh impetus to the company from its own employees. The guidance system identifies the individual zones, but is not rigid; rather, it is designed to be associative—thus reflecting the idea of creating a culture of open thinking,« said the Focus Open jury in explaining its silver award for our guidance system for AOK Baden-Württemberg.

The orientation system and a family of pictograms designed by our specialists support the intuitive experience in the former warehouse on the GETRAG site in Ludwigsburg. It is woven into the workspace prototype developed by the interior designers at blocher partners – a modular office space. Employees work there for around six months in a think tank.

The orientation system reflects existing values. Creativity for new ideas is supported spatially. Constantly in motion: me, you, us, concepts, objects. The space initiates change. It's about “pride, well-being, motivation, courage, flexibility” – the five values of the project house. Always at the center: the human being.
The guidance system enables a superordinate and intuitive experience of space by picking up on the fundamental functor of this idea: a living organism. A system of movement. One that constantly reproduces itself – in variations, layers, branches, overlaps, connections. Hence: five organic shapes with five colors for the five values as a transparent canon. There is an attractor around which everything modulates and moves. We call it “the cloud.” A cloud of ideas. A self-reproducing variation of shapes of living initials.