MGI | upwards - think innovatively - act responsibly

With "upwards - think innovatively - act responsibly", an art branding project was created for MGI Ennstal that goes far beyond traditional façade design. The starting point was the desire to not only live the corporate identity internally, but also to make it visible to the outside world. Based on the existing CI concept and its own art branding approach, BURN-IN developed a solution that combines architecture, attitude and communication into a strong overall idea.

The commissioned work "upwards" by the Lower Austrian artist Susanne Chmel, a work from her "Skylines" series, takes center stage. The towering structures stand for departure, goal orientation and the attitude that many things become achievable as soon as you don't set your own limits. The reduced, vibrant blue of the skylines was also charged with content: as a sign of clarity, clarity and straightforward, well-founded advice. This turned a work of art into a precise spatial message for MGI.

The Visualized-ART covers an area of around 1,100 m² in the company building. The building complex with its three interlocking cubes was designed in such a way that the artwork does not cover up the architecture, but enhances its effect: with details and image sections on the long sides and dominant skylines on the wide sides. This was made possible by a patented process developed by the Synthesa Group and fassadenbild.com, in which digitized artworks are printed on mesh fabric and permanently attached to exterior facades. With 18,000 to 20,000 motorists using the LB320 every day and more than 7 million contacts per year, the result is an exceptional return on culture that makes the location permanently visible. Special thanks go to the MGI team around Dkfm. Helmut Schreiner, Helene Stauchner, Mag. Friedrich Kaltenbrunner and Günther Schreiner for their trust, inspiring collaboration and openness to thinking of art as a visible part of corporate identity.