June 2017

26 BUILD / June 2017 , “We had single boxes filled with the Pfleiderer products: coated and uncoated chipboards, high pressure laminates (HPL) in more than 300 different decors, chipboards for special uses like fire protection or light weight issues etc., and this huge range of products was organized in a logical and clearly arranged way through the boxes.” The Pfleiderer team loved the stand immediately and gave jürgensarchitekten the feedback that the stand was the perfect tool to work with. “At a glance, they could find the product they were looking for - but at the same time, and in the same space, the amazing artwork material collages intrigue those looking and they experience something new. The boxes told the Pfleiderer story like a comic strip. “What did we learn from this?” ask Natalie. “Learning for us never ends; every project turns out with great and, sometimes, surprising experiences.” Recently jürgensarchitekten were selected as one of the Architecture Top 50 by BUILD magazine. Natalie tells us how delighted she was to receive such an accolade and what this means for her firm. “After 10 years of creative work, we are incredibly proud to be chosen! As Jürgensarchitekten is a small studio, it was a big surprise to be elected by a global acting magazine and we appreciate very much that BUILD considers also some ‘Davids’ and not only ‘Goliaths’ in its nominations. “Even more for our clients than for us, this is a strong sign for the individual way of working we pursue. When we win awards or get other positive feedbacks, the client can feel proud, too, because he feels like an important part of the process and in fact also is.” So what does the future hold for the architecture industry? And for Natalie and her dedicated team? “I observe the trends on the trade fairs, and surprisingly, most of them endure several years. “Still one of the strongest themes for the last few years, and probably for the next years and decades, will remain sustainability. But the way people deal with it, becomes more playful and joyful. Sustainability has become not only a lifestyle, but an omnipresent necessity, which can release power and creativity. “I am for example fascinated by radical concepts like creating neutral spaces which can be occupied and utilised by completely different uses and users – depending on the demands of the situation. For me, such concepts reflect the tasks we are prompted to solve in the changing world we are living. Transferring these thoughts onto my work, I love to deal with existing structures. Even regarding trade fair design, which seems to be an enormous battle of materials, we design the stand always in terms of re-using it and in surprisingly new ways - that’s the art about it!” Corporate architecture will stay the firm’s special competence, and it is now working on widening its activities towards more permanent installations and retail design. Both fields require high end design combined with tough time schedules, which is fortunately one of Natalie’s, and her firms’, core capabilities.