At the Maag Areal Zurich, two worlds meet. A former production hall is being transformed into a sophisticated concert hall for classical music. Far from attempting to hide this clash, we aim to emphasise it – with corners and edges and a brand that is eager to make a contrast.
Almost hidden behind the imposing Prime Tower, between new buildings and industrial halls, lies the new Tonhalle Maag. During the reconstruction of the legendary Tonhalle in the Convention Center, the Tonhalle Maag will become the new home of classical music in Zurich. First and foremost for the Tonhalle Orchestra Zurich, which shares its name.
Reduced to nothing but initials, the brand image forms a surface, the chosen colours create volume, and the corners and edges establish a self-confident reference to industry. This link was deliberately retained during the conversion of the production hall into a concert hall.
A brand at the beating heart of Zurich West, a tribute to the history of the Maag Areal and at the same time an attractive platform for orchestras and organisers.
The brand materialises in omnipresent signage. The wayfinding was developed in close cooperation with the architects of spillmann echsle, who are responsible for the construction of the new concert hall. The styling of the guide bodies is derived from the Tonhalle logo and plays with the architectural realities.