Brand Experience & Trade Fair Design Annual 2025

The latest edition of the Brand Experience & Trade Fair Design Annual inspires exciting new projects by showcasing outstanding projects and presenting essays contributed by true industry experts. Text in English and German.

How can artificial intelligence revolutionize interactions with visitors, ecological intelligence promote sustainable solutions, emotional intelligence create lasting ties between brands and people, and artistic intelligence transform places into creative spaces? How can technological intelligence push the boundaries of what is possible and how can collective and social intelligence culminate in participatory concepts?

The latest edition of the Brand Experience & Trade Fair Design Annual aims to answer these questions and inspire exciting new projects by showcasing outstanding projects and presenting essays contributed by true industry experts.

Text in English and German.

18 Imprint 22 Acknowledgements 24 Preface 31 Chronology Architecture and Town Planning – Building – Industrialised Building 1953–68 51 Glossary Key Terms in Teaching Essays Perspectives on the Building Department 56 Max Bill – Aspects of Bauhaus Reception in the Early Years of the HfG Ulm Martin Mäntele 66 The Next Experiment Konrad Wachsmann’s Armco Curtain Wall Project alongside Teaching at the HfG Ulm, 1955–57 Soetje Beermann 75 Rethinking Design The Internationalisation and Scientification of Architecture Teaching at the HfG Ulm Chris Dähne 88 Giuseppe Ciribini at the Crossroads Post-war Italy, the HfG Ulm, and the Architecture-Building Industrialisation Nexus Francesco Maranelli, Pierfrancesco Califano 99 “Integral – Universal – Industrial” Herbert Ohl’s Concepts for Industrialised Building at the HfG Ulm Helge Svenshon 112 Prefabricated Welfare Herbert Ohl’s Urban Development System for Saarlouis-Beaumarais Joaquín Medina Warmburg 127 Institut de l’Environnement – A Radical Reinterpretation of the Ulm Model Rafael Amato, Teresa Häußler Architecture Studies at the HfG 140 The Enrolment Process HfG Ulm Questionnaires 143 Reconstruction of the Curriculum 144 First-Year From the Foundation Course to Design Projects 220 Second- and Third-Year Design Projects 272 Fourth-Year Diploma Theses The People 306 Lecturers 318 Workshop Lecturers 321 Students 337 Visual Index 368 Picture Credits