Punktlandungen: Impulsreferate

Donnerstag, 12. November 2015; 09:40 Uhr

Ort: Filmakademie Baden-Württemberg, Albrecht-Ade-Studio

  • Punktlandung 1:

Michael Mack (Mack Media GmbH & Co. KG/Europa Park Rust): VR & Achterbahnen

Punktlandung 1

Virtuelle Welten im Europa-Park – Wie digitale Medien Einzug halten in Deutschlands größtem FreizeitparkProduktion_Halloween Figuren_Europapark_Rust_Foto MarkusGarscha.de_02102013_095

Im Jahr 1975 von Franz Mack und seinem Sohn Roland gegründet, lockt Deutschlands größter Freizeitpark auf einer Gesamtfläche von 95 Hektar mit mehr als 100 Attraktionen und Shows. Erst kürzlich wurde der Park in einer Abstimmung der Deutschen Zentrale für Tourismus zum beliebtesten Ausflugsziel Deutschlands gewählt.

In seiner Geschichte hat der Park sich stets neu orientiert: vom klassischen Freizeitpark zum Themenpark bis zu Deutschlands größtem Hotel-Resort an einem Ort mit fünf 4 Sterne-Erlebnishotels.

Weiterhin ist das Unternehmen Mack Rides, welches dieses Jahr sein 235-jähriges Bestehen feiert, auch weiterhin einer der weltweit gefragtesten Hersteller von Achterbahnen und Fahrgeschäften.

In der mittlerweile 8. Generation der Unternehmerfamilie Mack widmet sich Michael Mack unter anderem auch dem Thema Digitalisierung und hat so das Unternehmen MackMedia gegründet. MackMedia entwickelt Charaktere und Marken und hat so unter anderem auch zwei 4D-Filme produziert und im September 2015 als absolute Weltneuheit Virtual Reality auf einer realen Achterbahn präsentiert.


Michael Mack, Mack Media GmbH & Co KG/Europa Park Rust

MichaelMackMichael Mackist Absolvent des trinationalen Studiengangs International Business Management in Basel, Lörrach und Colmar. Unterschiedliche Praktika und Studienaufenthalte führten ihn in zahlreiche Freizeitparks weltweit. Seit 2005 ist er in der Geschäftsleitung der Mack Rides GmbH & Co KG tätig, seit 2007 verantwortet er als Prokurist Mack Solutions, die strategische Geschäftsentwicklung, Entertainment, Operations & Services, das Baumanagement und MackMedia im Europa-Park. Michael Mack war im Vorstand des VDFU (Verband Deutscher Freizeitparks und Freizeitunternehmen e.V.) und wurde im Januar 2010 in den europäischen Vorstand des Weltverbandes der Freizeitindustrie IAAPA berufen.

  • Punktlandung 2:

Noel Riley (hansgrohe/Axor UK, London) & Tanya Fairhurst (I-AM, London): Water Specification Center

Punktlandung 2

The Water Studio at Clerkenwell, London – A product museum or creative sanctuary?

RW 15 B Punktlandung 2 Hansgrohe Water Studio - threshold sketch_web

The Hansgrohe strategy is one of Customer Intimacy. This means that understanding our clients’ needs and behaviours is paramount to success. Our objective for the London centre was a space that provided a relevant environment and offered services that would enhance the specification process.

Proximity was a vital feature of what we could offer as time is of the essence for both Architect and Designer.

We needed a creative environment coupled with speedy access to expertise; whilst showcasing product is important, it is only part of the approach.

The design response from I-AM: Water Studio

The result is an immersive experience that balances service, function and expertise, with inspiration taken from water and a ‘digital cascade’ at its heart.

The space is an ultimate expression of Hansgrohe’s strategy of Customer Intimacy in the context of what happens when water meets design, informing the space as both practical demonstration and a creative atmosphere.


Noel Riley´: Hansgrohe, Marketing Director

RW 15 B Punktlandung 2 Noel Riley_webNoel joined Hansgrohe in July 2013 and has had the task of developing Hansgrohe’s established retail independent sector whilst increasing the focus on the ever-growing project business. At the time Noel commented, “We need to better understand our customers and develop tools and communication strategies to meet their differing needs at all stages of the project from inception to installation”. A key part of this strategy of customer intimacy has evolved into the investment in the Water Studio in Clerkenwell, due to launch in January 2016.

He has previously worked for Jacuzzi in the bathroom market, within the decorative paints division of Total, as well Spring Ram and Johnson Tiles in the home improvement and home décor sectors. International experience has been gained from sourcing products in Europe and Asia and having worked on and delivered business development and design projects across Europe, US and Canada.

Passionate and enthusiastic as ever, Noel comments on his time with the company so far: “While many companies only talk about innovation, Hansgrohe truly believes in, invests in and delivers innovation – a key factor that attracted me to the brand”.

Tanya Fairhurst: I-AM – 3D Design Associate

RW 15 B Punktlandung 2 Tanya Fairhurst_webTanya graduated from the Academy of Applied Arts in Belgrade with a Degree in Interior Design and Furniture Design.

Before Tanya joined I-AM, she worked at Morgan Lovell designing offices; as a freelancer she designed bookshops for Jelmoli and bars for Corney and Barrow.

She then went on to work at Visual Line, where she worked on visual merchandising projects for Debenhams, Selfridges and Evans. She also met future partners of I-AM Jon Blakeney and Pete Champion.

Tanya joined I-AM in 1996 and since then she has designed concepts for An Post, National Trust, Nationwide, Adidas, Diesel and many more. She has worked as Senior Lead designer on Strutt and Parker, Douglas and Gordon estate agents chain and most recently on Domus showrooms – winner of international design awards.

Sharing thoughts on her work, Tanya believes that creating stories and experiences is an essential part of any successful design.