From Data to Cloud – SAP Arena Loge: Ein Raum der Transformation
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Architecture and Buildings
Details
With the transformation of the SAP Hospitality Suite at SAP Arena Mannheim, SCOPE Architects translate SAP’s evolution from a data-driven company to a cloud company into a spatial brand experience. The design follows the guiding concept “from data to cloud to next future”: precise structures reference the world of data, while flowing forms, light, and translucent materials express the immaterial quality of the cloud. The result is a brand space that makes the company’s identity tangible and immerses employees, clients, and guests in a new sensory and technological atmosphere.
The Jury‘s Statement
With SAP’s repositioning as a cloud company, its presence in built space also needed a form that could precisely reflect this shift. SCOPE Architekten developed a spatial concept that brings together the logic of data and dematerialised cloud associations in architectural form. Structures, lighting and translucent materials shape an environment that does not decorate the brand, but narrates it spatially through its transformation. This creates a coherent setting for encounters, identification and dialogue.
