Gold Rush: VISUELL wins the FOCUS OPEN 2024 Gold

We are delighted and incredibly proud: our redesign for the Glems Fruit Tree Museum has been awarded the FOCUS OPEN Award 2024 in gold in the category “Public Design,Urban Design”! The FOCUS OPEN, organised by the Design Centre Baden-Württemberg, is one of Germany’s most prestigious design competitions with an international focus and honours outstanding design achievements. The gold-award-winning entries set new standards in quality, innovation and sustainability – a fantastic recognition for our team and the close collaboration with the Friends of the Glems Fruit Tree Museum. In this blog post, we take you behind the scenes of this special project and explain what makes the design so special.

The old wine press in new splendour
The Glems Fruit Tree Museum near Metzingen is housed in a listed wine press. This historic shell provided us with a unique starting point, but also presented exciting challenges. Our aim was to create a contemporary and engaging exhibition that brings the history of orchard farming to life whilst preserving the charm of the historic building.

Interactive experiences without digital overload
Whilst we are keen to make sensible use of digital technology, it is not always the most suitable medium. For the Fruit Growing Museum, we deliberately chose a different approach: we wanted to create analogue, sensory hands-on experiences and inspire young people in particular to take an interest in mixed orchard cultivation. The exhibition is dedicated not only to the history of mixed orchard cultivation, but also to its significance for biodiversity, cultural heritage and craftsmanship. For we are convinced: “You can only protect what you know.”
Tactile exhibits, rotating columns, magnifying glasses and games invite visitors to explore and touch. The experience is complemented by strategically placed media stations offering information on fruit types and varieties, or insights into traditional craft trades. The character Glemmy the Bee playfully guides children through the exhibition.
“Visitors aren’t overwhelmed with information, but are taken by the hand,” say Laureen and Luis Seider, directors of VISUELL.
Nevertheless, we haven’t done away with digital technology. The newly created archive for orchard farming provides information via touchscreen on native fruit species and varieties, as well as their cultivation.

Focus on participation and sustainability
A particular aspect of the project was the close collaboration with the Friends of the Glems Fruit Tree Museum. “The Friends’ Association is deeply committed to the Fruit Tree Museum,” emphasises Luis Seider. “The members shared their valuable knowledge with us during various workshops, thereby incorporating it into the exhibition.”
The issue of sustainability also played an important role. By using regional materials, transparent supply chains and collaborating with local craft businesses, we were able to create a durable and resource-efficient exhibition. A modular system for special exhibitions also ensures flexibility and avoids unnecessary consumption of resources.

The jury statement – a confirmation of our work
The jury of the FOCUS OPEN Awards commended our concept with the following statement:
“An outstanding example of the contemporary yet high-quality design of a regional museum housed in an old building. The presentation deliberately avoids digital media technology and focuses on analogue, sensory, hands-on experiences.”
This award validates our approach and motivates us to continue developing innovative and engaging exhibition concepts.

Fancy more?
Would you like to visit the Glems Fruit Tree Museum yourself and experience the award-winning exhibition? Read the winner interview with Laureen and Luis Seider here, or take a look at the project feature here.

Are you also planning a museum project or looking for a creative solution for your exhibition design? Get in touch! We’d be happy to advise you and work with you to develop a bespoke concept.

^{Photo credit for the award ceremony: Benjamin Stollenberg}