架构师提供的文本描述。在斯泰里安·沃戈(Styrian Vogau)南部，埃里希(Erich)和沃尔特·波尔兹(Walter Polz)兄弟想要扩大他们的葡萄酒物流中心，其中包括一家商店和一家成功多年的维诺塞克(Vinotheque)，并将其转变为来自斯蒂里亚各地的精选烹饪精品中心。其目的是在全国范围内促进区域生产者的杰出能力，并建立一个公司所在地。

Text description provided by the architects. In southern Styrian Vogau the brothers Erich and Walter Polz had the idea to enlarge their wine logistics center including a shop and a vinotheque that have been successful for years, and turned it into a center of selected culinary quality products from all over Styria. The aim was to nationally promote the outstanding competence of regional producers and to create a corporate location.

因此，BWM建筑师和合作伙伴发明了所谓的“Genussregal”。一个全面的整体经营理念，包括建筑(地标、展厅和展览、物流仓库内的商店)，为公司提供了新的身份，并在与外界沟通(营销、标识开发、产品定位等)方面开拓了新的可能性。BWM的核心理念是利用现有的潜力，而不是隐藏维诺塞克人作为物流储存场所的身份。根据座右铭：产品的真实性与地点的真实性有关。仓储物流的世界(货架、包装盒、货物、堆叠等)是所有建筑部件(展览、商店、地标)的主要概念/设计主题。因此，新的建筑和现有的建筑可以合并成一个迷人的大实体。

BWM architects and partners have therefore invented the so-called “Genussregal”. A comprehensive overall business concept including architecture (landmark, exhibition hall and exhibition, shop within the logistics storage place) offering the company a new identity and opening up new possibilities in communication with the outside (marketing, logo development, product positioning etc.). BWM’s central idea is to use the existing potential and not to hide the vinotheque’s identity as a logistics storage place. According to the motto: the authenticity of the products is associated with the authenticity of the location. The world of storage logistics (shelves, packing cases, goods, stacking etc.) is the main conceptual/design theme of all architectural parts (exhibition, shop, landmark). The new construction and the existing building can thus be merged into a fascinating large entity.

 © BWM Architekten & Partner

BWM Architekten

“Genussregal”

“Genussregal”

 © BWM Architekten & Partner

BWM Architekten

重点是特大号的美酒架：一个60米长、12米高的酒架是一个新的地标，它以恼怒、讽刺和信息吸引了人们的注意力。架子上装满了海外集装箱。他们的标签和画是指从斯蒂里亚各地运送的产品：葡萄酒、睡懒觉、油、肉等。

The focus is on the oversized wine rack of relishes: A rack 60 m long and 12 m high along the road is the new landmark that attracts attention with irritation, irony and information. The rack is filled with overseas containers. Their labelings and paintings refer to products delivered from all over Styria: wine, schnaps, oil, meat etc.

 © BWM Architekten & Partner

BWM Architekten

每个集装箱代表一个产品，同时象征着位置的商业特性。集装箱提供关于货物在世界各地的交付、储存和发送地点的信息。同时，容器也是可供使用的空间-酒馆将安装在高高的高处。改变是机架的天性。在未来，它将被安排和不断地重新安排，为游客提供新的景点。

Every container stands for one product symbolizing at the same time the commercial character of the location. The containers provide information about where the goods are delivered, stored and sent around the world. At the same time the containers are also spaces to be used - a wine tavern will be installed at lofty heights. Change is the rack’s nature. In future it will be arranged and constantly rearranged offering visi- tors new attractions.

 © BWM Architekten & Partner

BWM Architekten

“Styria的味道”-展览

“The taste of Styria” – The Exhibition

BWM建筑师和合作伙伴开发了“Styria的味道”展览的内容概念，并实施了展览设计和550平方米大型展厅的新建筑，其中包括一个画廊空间。展览的重点是产品的品鉴。在不同的信息层次上，以娱乐、互动和幽默的方式提供关于产品、生产者和区域斯特里安环境的信息。知识转移的不同方式结合在一起，形成了一种新的展示形式。

BWM architects and partners have developed the content concept for the exhibition “The taste of Styria” and have also implemented the exhibition design and the new construction of the 550m2 large exhibition hall including a gallery space. The exhibition focuses on the tasting of products. At various information levels information on the pro- ducts, producers and the regional Styrian environment is provided in an entertaining, interactive and humoristic way. Different approaches in knowledge transfer have been combined thus creating a new form of exhibition.

 © BWM Architekten & Partner

BWM Architekten

现有的商店被扩大并作为一个市场整合到现有的存储大厅中。参观者现在可以进入工厂的心脏，直接从仓库拿到贵重物品。车间扩展和设计的概念是由BWM架构师和合作伙伴、客户和他自己的团队实现的。

The existing shop is enlarged and integrated as a marketplace into the existing storage hall. The visitors can now enter the heart of the factory and take the precious goods directly from the storage location. The concept of the shop extension and design is by BWM architects and partners, the implementation by the client and his own team.

 © BWM Architekten & Partner

BWM Architekten

由BWM架构师和合作伙伴发明的“Genussregal”是架构在公司转换过程中能够实现的一个例子。建筑学中的整体方法不仅能产生有趣的空间和建筑符号，还能代表公司的理念，提高品牌的认知度。建筑理念给公司带来了全新的面貌，开辟了新的视野。

Corporate Architecture The invention of the “Genussregal” by BWM architects und partners is an example of what architecture is able to achieve in connection with company transformation processes. A holistic approach in architecture does not only generate interesting spaces and architectural symbols representing the company’s philosophy and increasing the recognition value of the brand. An architectural idea rather gives the company a totally new face and opens up new horizons.

 © BWM Architekten & Partner

BWM Architekten