Unsupported browser

You are using an outdated browser. Please upgrade your browser to improve your experience.

Sign up for an Award

Participate with your entry in one of our professional or student awards.

Sign up for an award

Sign up for a Profile

Create your own profile and publish it in the iF WORLD DESIGN GUIDE.

Sign up for a profile

Learn more:

iF SOCIAL IMPACT PRIZE

Present your project for free and win your share of EUR 50,000 in prize money.

Publish your project
Susanne Schmidhuber, Anja Kirschning (iF), Elisabeth Laschet

Growing together! 25 years of iF DESIGN AWARD participation with Schmidhuber Brand Experience

30 years in the business, of which 25 years were full of iF DESIGN AWARDS! We are proud to congratulate Schmidhuber Brand Experience (interior, architectural and communication projects) on their special anniversary they share with iF! 25 years ago they submitted their project Audi-Hangar - and have since then not missed a year to compete!

The relationship with iF is a matter of heart at Schmidhuber, as its founder Susanne Schmidhuber later became an iF board member and three times juror. In 1984, she founded the studio together with Klaus Schmidhuber. Since then, the office not only grew in employees, but especially in huge projects and awards for sounding brands: There were EXPO pavilions, dealer meeting spaces for AUDI as well as trade fair stands and communication concepts for Siemens, Samsung and many more. All in all, Schmidhuber was honored with 47 iF Awards over the years and count ourselves among the Top 25 Design Studios 2015-2019.

Growing together! 25 years of iF DESIGN AWARD participation with Schmidhuber Brand Experience
“With this very special anniversary, we also celebrate 25 years of design history, the people behind SCHMIDHUBER's excellent and submitted projects, and an institution that still stands for good design 66 years later.”
Susanne Schmidhuber, Founder Schmidhuber Brand Experience

90 designers, strategists and marketing experts are dedicated to developing individual solutions for the Schmidhuber clients. See below a summary of the projects that were honored with an iF gold award.

Golden Design - The iF gold awards for Schmidhuber

Connectivity has a huge impact on the automotive industry. That is why Audi made this issue part of their philosophy and communication. To express this at trade fairs is a special challenge. Objective: to build a digital, interactive booth, so that visitors could really dive into the digitally connected Audi world. The “Cloud” was launched at the Paris Auto Show 2016.
Audi Digitization, iF gold award 2018

Connectivity has a huge impact on the automotive industry. That is why Audi made this issue part of their philosophy and communication. To express this at trade fairs is a special challenge. Objective: to build a digital, interactive booth, so that visitors could really dive into the digitally connected Audi world. The “Cloud” was launched at the Paris Auto Show 2016.

The space and communication concept "Dynamic of Balance" presents two independent strengths in a perfectly balanced symbiosis of efficiency and dynamic. The "Ultra Structure" provides the basis and symbolizes technological performance with its 28 m projection. The counterpoint is the "Body Structure" – a finely polished geometric object measuring 34 m in length.
Audi, Paris Motor Show 14, iF gold award 2016

The space and communication concept "Dynamic of Balance" presents two independent strengths in a perfectly balanced symbiosis of efficiency and dynamic. The "Ultra Structure" provides the basis and symbolizes technological performance with its 28 m projection. The counterpoint is the "Body Structure" – a finely polished geometric object measuring 34 m in length.

The exclusive Audi quattro BAR has just opened, directly in the Corviglia skiing region at an altitude of 2,486 m. The traditional concept of an Alpine ski lodge has been reinterpreted in an exciting and novel way – an invitation to enjoy the quattro lifestyle in an extraordinary setting. Branding and art, fire and ice are all brought together in a timeless symbol for boundless freedom.
Audi quattro BAR / Bar, iF gold award 2015

The exclusive Audi quattro BAR has just opened, directly in the Corviglia skiing region at an altitude of 2,486 m. The traditional concept of an Alpine ski lodge has been reinterpreted in an exciting and novel way – an invitation to enjoy the quattro lifestyle in an extraordinary setting. Branding and art, fire and ice are all brought together in a timeless symbol for boundless freedom.

The communication and architecture concept presents the brand, products and themes in a comprehensive and integrated way. Despite the huge size of the stand, which spans over 8,000 m², visitors gain a clear picture of the company thanks to its well-organized layout and structure. The vehicles are arranged in two rows along the walls, which frame the stand like an arena.
MAN auf der IAA, iF gold award 2012

The communication and architecture concept presents the brand, products and themes in a comprehensive and integrated way. Despite the huge size of the stand, which spans over 8,000 m², visitors gain a clear picture of the company thanks to its well-organized layout and structure. The vehicles are arranged in two rows along the walls, which frame the stand like an arena.

balancity, within the framework of the EXPOs motto Better City, Better Life, is devoted to the subject of balance of a city worth living in. This is expressed as balance between the separate construction elements, which hold each other in perfect equilibrium. Covered by a transparent textile skin they form exhibition spaces and landscapes.
balancity Deutscher Pavillon EXPO 2010, iF gold award 2011

balancity, within the framework of the EXPOs motto Better City, Better Life, is devoted to the subject of balance of a city worth living in. This is expressed as balance between the separate construction elements, which hold each other in perfect equilibrium. Covered by a transparent textile skin they form exhibition spaces and landscapes.

A new generation of TV sets the LED TV is the theme of the Samsung trade-fair appearance at IFA 2009. It starts with a gigantic staging at the entrance portal. The visitor enters a space formed by a semi-circle of eight leaves rising high into the hall, each set with LED TVs and a geometry of reflecting surfaces, flaunting light shows and audio-visual displays.
Samsung IFA 2009 Berlin, iF gold award 2010

A new generation of TV sets the LED TV is the theme of the Samsung trade-fair appearance at IFA 2009. It starts with a gigantic staging at the entrance portal. The visitor enters a space formed by a semi-circle of eight leaves rising high into the hall, each set with LED TVs and a geometry of reflecting surfaces, flaunting light shows and audio-visual displays.

The design is distinguished by its intelligent visitor guidance system, a spatial concept as on a market place. The Skywalk, a white-lit track, led visitors from interactive stations across a show staircase to the show drive, which staged the A4 on a glassy media area and ended in the grandstand highlight. In the A4 lounge, the dynamics and quality of the A4 could be felt - the A4 appeared to glide through the room as through a wind tunnel.
Audi AG, IAA 2007 Frankfurt am Main, iF gold award 2008

The design is distinguished by its intelligent visitor guidance system, a spatial concept as on a market place. The Skywalk, a white-lit track, led visitors from interactive stations across a show staircase to the show drive, which staged the A4 on a glassy media area and ended in the grandstand highlight. In the A4 lounge, the dynamics and quality of the A4 could be felt - the A4 appeared to glide through the room as through a wind tunnel.

  • 01/07
Want to reach an anniversary like this with your designs sometime in the future as well?


On the picture above, from left to right: Susanne Schmidhuber, Anja-Martina Kirschning of iF and Josephine Hengl, PR at Schmidhuber Brand Experience, pose infront of all seven iF gold awards in the office's headquarter in Munich.