2022 visitor centre, brand experience & museum | scenography, exhibit design, graphic design, communication, storytelling, exhibition | Rapunzel | luminous green
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A Museum in the RAPUNZEL WORLD

A DECLARATION OF LOVE FOR ORGANIC

2022 visitor centre, brand experience & museum | scenography, exhibit design, graphic design, communication, storytelling, exhibition | Rapunzel | luminous green

The interactive exhibition in Rapunzel’s new visitor centre makes “organic” and Rapunzel’s commitment to a healthier and fairer world an interactive experience on around 600 square metres.

The challenge

Making organic in its many facets tangible

Our approach

We accompany the visitors from the plate back to the field

Skills

Design, communication, implementation

Credits

Architecture visitor centre: haascookzemmrich STUDIO 2050, Stuttgart

Landscape architecture: Ramboll Studio Dreiseitl GmbH, Überlingen

Exhibition construction: Möslang, Leutkirch

Baumskulptur: Allgäugast, Kempten

Decorations, exhibit construction: Das Schauwerk, Freiberg a. N.

Lighting design: BelznerHolmes, Stuttgart

Graphic production: Eicher Werkstätten, Kernen im Remstal

Marble run: Rotes Pferd, Berlin

Media engineering: TronicDsign, Betzigau

Conception and creation of interactive software: Atelier Markgraph in collaboration with wirmachenbunt, Hamburg

Photo and film documentation: Chris Gerster, Rapunzel Naturkost, Uta Brinksmeier

IN ORGANIC FARMING AND EATING, EVERYTHING IS CONNECTED TO EVERYTHING ELSE.

What does the steaming coffee or the jar of nut puree on the dining table have to do with soil health, a girls’ school in Tanzania and organic farming in Turkey? Why is the quality control of figs done in the dark? And what does healthy soil actually sound like? The following applies not only to organic farming, but also to what we eat: everything is connected to everything else. With nutritious food, we are not only doing something good for ourselves. Our food, but also the storage of food at home and the choice we make when shopping, have an impact on ecosystems and the climate, as well as on the living conditions of those who are involved in the creation of this food.

“Thinking outside the box - that is our intention in the exhibition for Rapunzel. Every day, we decide for ourselves what kind of world we want to live in: With every purchase we make, we influence whether food is valued, ecosystems are preserved and people are paid fairly. Because in the end, it's not just a question of taste, it literally prepares the ground for a whole attitude to life.”

Uta Brinksmeier
Head of Production

THE HAZELNUT’S JOURNEY: FROM CULTIVATION TO BEING BOTTLED IN A SAMBAGLASS

“From the plate back to the field”, the exhibition involves visitors with a variety of digital and analogue exhibits and stations. Along the chain of origin of food, the exhibition also takes a thematic look beyond the rim of the plate and inspires a curiosity for knowledge. From the hazelnut lover species to breeding seed-resistant varieties to dynamic agroforestry cultivation, knowledge for all ages and target groups is vividly conveyed and presented in scenographic thematic units such as kitchen, laboratory or cultivation fields. Along a 10-metre-long marble run, for example, visitors can experience the hazelnut’s journey from the cultivation in Turkey to bottling in a samba glass at many hands-on stations.

A GRAPHIC LANGUAGE OF ITS OWN DETERMINES THE SPACE ATMOSPHERE

In accordance with the opening exhibit, a bathtub in which the first Rapunzel muesli was mixed, visitors can create their own muesli at the end. A graphic language developed especially for the exhibition determines the atmosphere of the room and runs consistently through the entire exhibition, from the central figure “Rapunzel” to the screen and print design.

Beyond the content, the exhibition can only be sustainable if it is also implemented in a way that conserves resources. In detail, this meant working with regional craftsmen and women and using ecological, hard-wearing materials and local woods for long-term use.

“Rapunzel World”, the organic pioneer’s visitor centre, has, among other attractions, its own coffee roasting facility, a bakery, a bistro, a cooking and yoga studio and a modern organic supermarket.

Credits

Architecture visitor centre: haascookzemmrich STUDIO 2050, Stuttgart

Landscape architecture: Ramboll Studio Dreiseitl GmbH, Überlingen

Exhibition construction: Möslang, Leutkirch

Baumskulptur: Allgäugast, Kempten

Decorations, exhibit construction: Das Schauwerk, Freiberg a. N.

Lighting design: BelznerHolmes, Stuttgart

Graphic production: Eicher Werkstätten, Kernen im Remstal

Marble run: Rotes Pferd, Berlin

Media engineering: TronicDsign, Betzigau

Conception and creation of interactive software: Atelier Markgraph in collaboration with wirmachenbunt, Hamburg

Photo and film documentation: Chris Gerster, Rapunzel Naturkost, Uta Brinksmeier

Further links