FOR IMMEDIATE RELEASE

Nexus: A Visually Immersive, Interactive Brand Space at the Heart of Austria's Tallest Building

Responsive Spaces, a leading creative technology studio based in Linz, Austria, has unveiled "Nexus," a groundbreaking spatial brand experience located within the DC Tower in Vienna. This innovative installation reimagines a previously unused area on the building's ground floor, transforming it into a vibrant, interactive centerpiece that communicates the tower's core values through light, sound, and digital storytelling. The project, initiated in October 2023 and completed in April 2024, was recently honored with the Iron A' Design Award in Interface, Interaction and User Experience Design for 2025.

Nexus stands apart through its unique integration of technology and emotion. The installation features a 75-inch display, 48 RGB LED luminaires, custom foil wrapping, and eight specially developed light boxes that visually enhance the room and conceal the rear of the hotel lifts. Visitors are greeted by an iPad interface at the entrance, allowing them to select and trigger core brand themes on demand. As each theme is activated, the space is flooded with synchronized, color-coded light patterns that reinforce the digital content, creating an immersive environment that inspires and engages all who enter.

The design team, led by Markus Pargfrieder (Creative Lead) and Julian Reil (Design Lead and Development/Programming), overcame significant spatial challenges by utilizing the existing architecture in inventive ways. By installing 48 meters of controllable LED lights within custom lightboxes along the elevator walls, they succeeded in creating a powerful visual and emotional impact within a compact 3-by-12-meter room. Nexus now serves as a starting point for guided tours and a place for tenants and visitors to connect with the spirit of the DC Tower, setting a new standard for immersive brand spaces in architectural environments.

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