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The project in Brixen exemplifies how an industrial building can be reinterpreted through targeted interventions and adapted for contemporary use. At the heart of the concept lies the idea of "preserving, continuing, and upgrading." Rather than demolishing the structure, its potential was recognized and made usable through clear architectural strategies. The concept was developed with the intention of respecting the existing fabric, revealing its qualities, and enabling new forms of use and spatial experience.
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A key aspect of the project was the respectful treatment of the existing building fabric. The entire structure, inside and out, has been bathed in a uniform dark color. This creates visual calm, emphasizes the geometry of the building, and effectively showcases the products on display.
The entrance has also been rethought: the previously uninviting main entrance has been redesigned and now opens up as a spacious and well-defined reception area. The existing windows-anodized aluminum frames dating from the period of construction-were preserved, cleaned and, where necessary, replaced. Together with the new openings, they form a harmonious facade that does not disavow the building's industrial origins, but continues them with confidence.
A key aspect of the design was the resource-conscious approach to the existing structure. The decision to preserve and upgrade, rather than demolish, significantly reduced the environmental impact. Existing materials such as the façade elements and structural components were retained. Technical installations were left exposed – visibly but orderly – as part of the industrial aesthetic, avoiding unnecessary concealment. The entire structure was unified with a dark tone, creating visual calm while highlighting the geometry and reducing the need for extensive finishes. A continuous floor surface across all levels provides a robust yet restrained foundation for various exhibition formats.
At the heart of the concept is the idea of “preserving, building on and upgrading”. Instead of replacing the existing building, its potential was recognized and reorganized and made usable with clear architectural interventions. The industrial character of the building was not concealed, but deliberately staged. The result is an exciting dialog between the rough structure of the industrial building and the delicacy of the products on display. The original floor plan was consistently opened up: Non-load-bearing partition walls were removed, exposing the structure of columns and beams. The generous openness that can be felt across all floors allows for flexible use and intuitive orientation within the space. A new sculptural staircase made of black steel forms the central element of the redesign: as a vertical axis, it connects the levels both spatially and visually and gives the open spatial structure a clear center. Wood-clad room elements are integrated into the exhibition area as work and meeting islands - deliberately designed as a contrast to the existing structure, but restrained enough in terms of materiality and design language to blend into the overall picture. Textile curtains define temporary spaces that can be opened, closed or changed as required. This creates an open, yet structured space that allows for different forms of presentation, encounters and communication.
The project serves as a compelling example of how an industrial manufacturing site can be transformed into a vibrant, high-quality space for design, exchange, and presentation—without demolition, but with respect for the existing structure and a clear vision for its inherent potential. The defining quality of the interior—its spatial fluidity—ensures the building’s optimal functionality for its new purpose.
Jürgen Prosch and Felix Kasseroler studied architecture at the University of Innsbruck. Even during their studies and in the years that followed, they each gained practical experience independently in various architecture firms.
In 2014, they founded the office raumdrei architekten together. Since then, they have worked on projects of various scales – from single-family homes to public buildings.
One of the firm’s core focuses has always been the treatment of historic and listed buildings. Through the renovation of several heritage-protected structures, the office has developed expertise in the centuries-old architectural culture of the Alpine region and strives to carry it forward by combining tradition with innovation.
With strong commitment and a keen sense of quality, they develop architectural solutions that are both timeless and sustainable. A sensitive approach to space, material, and context forms the foundation of their work.
