Statement for functional showroom.
Max is the name of the new concept of the well-known Tyrolean furniture and joinery company Wetscher. At the central company location, an existing warehouse and workshop has now been converted into a special showroom for this furniture store. The existing hall - a striking building sculpture by the architect Egon Neumair, Werkgemeinschaft Innsbruck, from the 1970s - became a powerful statement in an overall scenic composition through its uniform tree-trunk black colouring.
In a workshop process, the BWM Interior Team worked together with the Wetscher team to develop a tailor-made solution that responds to contemporary shopping needs as well as to the WetscherMax product range and the special flair of the industrial and storage hall. As with a three-dimensional walk-in website, customers can expect a logistically clear allocation of the sales assortment into style groups on the one hand, while surprising constellations offer stimulating inspiration on the other. Versatile seat stairs, huge tables, frames, boxes and containers made of coarse metal and wood accentuate the industrial tone of the hall and at the same time break it. Warm, cosy arrangements and soft elements tame the functional roughness of the architecture.
Markus Flägner, Anke Stern