Schüco: a video series with voices from architecture that makes four showrooms visible without conventional events

Schüco runs four flagship showrooms in Hamburg, Frankfurt, Berlin and Düsseldorf where visitors can experience window, door and facade systems. Between the major industry events, however, these spaces stood idle. Schüco wanted to make them visible all year round without the effort of conventional in-person events.

Together with Schüco and its cooperation partner Gira, we developed »Digital Leaders in Architecture« for this: an on-demand video format with 20-minute talks. Opinion leaders from architecture speak about digitalisation, smart building and future trends. The showrooms serve as the backdrop and so keep coming into the target group’s view, almost in passing.

20 minutes, one topic, one speaker

Every episode follows the same principle: one speaker, one topic, a 20-minute talk. Short enough for a lunch break, substantial enough to take something away. The format was hosted by Julian Waning (Gira) and Meike Vornfeld (Schüco). The videos were then fed into Schüco’s existing communication channels as on-demand content.

Speakers from architecture and research

When choosing the guests, we went for people who work with these topics every day. Carsten Venus (Architekten Venus) spoke about digital responsibility, Rebekka Pottgüter (HPP Architekten) about the office as a collaborative knowledge hub, and Gesa Ziemer (City Science Lab, HCU Hamburg) about data-driven urban development. Thomas Willemeit (GRAFT Architects) explored perception-based architecture, Annabelle von Reutern (Concular) circular construction and Arne Schultchen (design for human nature) the path to more naturalness in the built environment.

Production in four cities

Every shoot took place in one of the Schüco showrooms. This gave the format a recognisable look and established the showrooms as places for professional exchange. We were responsible for the entire production: from the concept through camera and direction to the final edit. In parallel, we developed the social media campaign, with teasers, highlight clips and supporting communication for Schüco’s channels.

1. Format development: concept for the 20-minute format, choice of topics and the dramaturgy of each episode.
2. Speaker recruitment: selecting and briefing opinion leaders from architecture and the construction industry.
3. Video production: camera, direction, lighting and editing in four Schüco showrooms.
4. Social media campaign: planning and producing clips, teasers and supporting communication.
5. Project management: coordinating everyone involved, planning the shoots and liaising with Schüco and Gira.

Over three years, this grew into a video series that offers architects and specialist engineering consultants (building services, structure, fire safety) expert content and keeps bringing the four showrooms into view. The invitation management and scheduling that an event requires were no longer needed.

The speakers’ networks brought additional reach. And the showrooms became places where people talk about digitalisation and the future of construction.

Schüco is one of the leading providers of window, door and facade systems. Based in Bielefeld, the company supports architects, engineering consultants and investors from advice through to completion. The four flagship showrooms in Hamburg, Frankfurt, Berlin and Düsseldorf let visitors experience the product portfolio.