KLUBHAUS St. Pauli 2015, Germany, Hamburg
KLUBHAUS St. Pauli Mediafacade
The Klubhaus St. Pauli is a six storey-building housing music clubs, theatres and offices on approx. 5.000 m2 right in the middle of Hamburg‘s Reeperbahn district. Opened in September 2015, its media facade is a unique approach to the increasingly relevant phenomenon of media architecture. 177m2 of high res media mesh, 265 m2 of RGB-panels and 50 m2 of high res glass displays in the elevator area were combined to form a media facade that constitutes an integral part of the building’s identity rather than merely functioning as a screen. The concept for the architectural design, the media layer and the basic media content were developed simultaneously, involving experts from different fields.
The Klubhaus St. Pauli is a six storey-building housing music clubs, theaters and offices on approx. 5.000 m2 right in the middle of Hamburg‘s Reeperbahn district. Opened in September 2015, its media facade is a unique approach to the increasingly relevant phenomenon of media architecture. 177m2 of high res media mesh, 265 m2 of RGB-panels and 50 m2 of high res glass displays in the elevator area were combined to form a media facade that constitutes an integral part of the building’s identity rather than merely functioning as a screen. The concept for the architectural design, the media layer and the basic media content were developed simultaneously, involving experts from different fields. In order to preserve the very basic communicative function of the façade, the media layer is fragmented by the façade’s pattern structure and thereby interwoven with the physical surface. One of the main conceptual decisions was to combine conventional facade lighting with a high resolution media mesh. Each of the panels contains an RGB-LED lighting system that illuminates the panel with indirect light in any colour. The combination of these two technologies supports the visual fusion of the digital images and the building. One third of the displayed content consists of a set of “core visuals” – artistic video compositions exclusively designed for this purpose. The compositions are displayed when nothing else (no advertising or informational content) is on and decisively shape the KLUBHAUS’ appearance and character. For content generated by third parties, like advertising partners, a comprehensive design guide was developed to ensure a constantly high aesthetic quality as well as the optimum representation of the digital content. The KLUBHAUS St. Pauli is a one-of-a-kind media architecture that dynamically integrates into its environment, while it offers exceptional possibilities for contemporary forms of site-specific advertising and interactive communication.
https://www.youtube.com/watch?v=N5ThzJtoaWs (Concept video)
https://vimeo.com/156067948 (Documentation / technical background)
https://vimeo.com/127750723 (Documentation / Mockup & Showreel)
Details
Building or project owner : KLUBHAUS St. Pauli GmbH & Co KG
Architecture : akyol kamps : bbp architekten bda GmbH
Project artist/ concept/ design/ planning : URBANSCREEN GmbH & Co KG / akyol kamps : bbp architekten bda GmbH
Structural engineering : Aug. Prien
Light design : URBANSCREEN GmbH & Co KG
Lighting control software : Intermediate Engineering
Project co-ordination : Becken Development
Descriptions
Kind of light creation : The media façade combines different imaging and lighting technologies. The metal panels of the main façade are equipped with light emitting LED-meshes in varying resolutions as well as indirect RGB-lighting sources. In the elevator area, the high resolution LED-stripes are integrated into the insulating glass units.
Resolution and transmitting behaviour : Total resolution: 2598 x 1564
Pixel distance : 25x32mm / 31,9x50mm/ 30x30mm
Luminace : High res LED mesh: 7000 cd/m2 Medium res LED mesh: 5000 cd/m2 Elevator: 5500 cd/m2 RGB-lighting: 100 cd/m2
Urban situation : KLUBHAUS St. Pauli is located right in the heart of Hamburgs famous Reeperbahn district. The former red light district today is a tourist attraction and the center of Hamburg’s bustling night life. Surrounded by varieté theaters, music clubs and bars, the KLUBHAUS has become a new attraction on this entertainment district.
Description of showreel : The content displayed is divided in 3 sections: artistic content, advertising and self-promotion of the resident cultural- and leisure establishments. The „core visuals“ are a set of artistic video animations that are conceived to constitute an integral part of the building’s identity, understanding the KLUBHAUS as an architectural entity of a physical building and its virtual guise.