Nexus

Spatial Brand Experience for DC Tower

At a center position inside the highest building in Austria, Vienna's DC Tower, Responsive Spaces created a brand space to experience the values of the tower: The Nexus presents a place to rest, connect and reconnect. This media installation uses digital information, sound, and light to take visitors on a visually charged journey and emotionally connect them to the soul of the building. An additional touch interface allows guests to explore everything on their own. While the digital content is shown, color coded and time synchronized light patterns flood the room.

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Download Press Kit № 162496 Spatial Brand Experience for DC Tower by Responsive Spaces to access high-res images, essential texts, translations, and exclusive interviews—all in one.

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Nexus by Responsive Spaces

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Spatial Brand Experience by Responsive Spaces

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Responsive Spaces Nexus

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Responsive Spaces Spatial Brand Experience

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Responsive Spaces Design Team Photo

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DC TowerBrand Logo

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Nexus Spatial Brand Experience Press Releases

Press resources for Nexus are offered in several languages: English.

Unique Properties

The Nexus is a central location inside the highest building in Austria, the DC Tower in Vienna, that is designed to bring its brand to life. This media installation takes visitors on a visually charged journey through the towers values and beliefs. Light emotionalizes those values with unique intensity while an interactive tablet allows individual exploration. At the heart of the DC Tower, the Nexus is intended to inspire every time. The selected themes flood the room in colour-coded patterns to support the digital information on the display.

Tags

Brand Experience, Light Installation, Interactive Installation, Immersive Brand Space

Production Technology

A 75'' display, 48x RGB LED luminaires, foil wrapping and 8x light boxes specially developed for the room to visually redesign the (previously visible and unattractive) rear of the hotel lifts. An iPad allows the interaction by visitors.

Design Challenge

The biggest challenge of this project was the fact, that the space and its situation were given and not allowing regular ways of creating a brand space. Therefore we created this design, utilizing the backside walls of the existing elevators by adding designed lightboxes, that feature in total 48 meters of controllable Led lights inside of them. This way, we were able to flood the room emotionally. It enabled us to create an immersive space, although we just used one digital display to communicate all relevant information.

Project Duration

The project started in Oktober 2023 and finished in April 2024 in the DC Tower in Vienna, Austria.

Operation Flow

The room communicated with visitors on its own by using the light installation to delivery different brand values. Nevertheless, an iPad on the entry point of the room allows visitors to actively choose between the core topics and trigger them on demand. This feature is particularly important for guides, that start their many tours through the whole tower in this room, from now on.

Research

No particular research was needed for this projects. Its main purpose is brand staging and the goal to create an additional highlight experience for tenants and visitors alike.

Inspiration

The DC Tower is unique building in Austria featuring an iconic facade that pays homage to the Danube that flows right next to it. The tower management has a strong believe in its values and wanted to communicate these to all visitors and tenants. An empty space on ground level should become the new emotional center of the tower and allow all visitors to experience the unique mindset of the tower and its values.

Image Credits

Image #No 1: Photographer: Florian Voggeneder Image #No 2: Photographer: Florian Voggeneder Image #No 3: Photographer: Florian Voggeneder Image #No 4: Photographer: Florian Voggeneder Image #No 5: Photographer: Florian Voggeneder Video (Link): Video & Audio: das narrativ

Project Overview

Nexus Spatial Brand Experience has been a Iron winner in the Interface, Interaction and User Experience Design award category in the year 2024 organized by the prestigious A' Design Award & Competition. The Iron A' Design Award is awarded to good designs that meet the rigorous professional and industrial standards set by the A' Design Awards. This recognition is reserved for works that demonstrate a solid understanding of design principles and show creativity within their execution. Recipients of the Iron A' Design Award are acknowledged for their practical innovations and contributions to their respective fields, providing solutions that improve quality of life and foster positive change. These designs are a testament to the skill and dedication of their creators, showcasing their ability to address real-world challenges through thoughtful design.

Iron Recognition

Responsive Spaces was recognized with the coveted Iron A' Design Award in 2025, a testament to excellence of their work Nexus Spatial Brand Experience.

Responsive Spaces Press Releases

Attention press members and journalists: We offer a collection of press releases on Responsive Spaces and their notable work, available for your unrestricted use. Immediate access is granted to 8 press releases for all journalists.

Responsive Spaces Unveils "Nexus" Immersive Brand Experience at Vienna's DC Tower, Winner of 2025 Iron A' Design Award

Responsive Spaces has transformed an empty ground-level space in Vienna's iconic DC Tower into "Nexus," an interactive, light-driven brand experience designed to emotionally connect visitors and tenants to the building's unique values. Completed in April 2024, Nexus now serves as the tower's new emotional center, offering a visually immersive journey that brings the DC Tower's identity to life.

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