Bitmanagement Develops 3D Model for New Ikea Store in Hamburg

Berg near Munich, June 2012

Furniture store wants to establish first ‘City Store’ in Hamburg-Altona / City center proximity – a special challenge for the façade design / Bitmanagement visualizes 3D façade visualization with strict map specifications via model / 3D simulation should be interactive and walk-through for public participation

The first ‘City Store’ in Hamburg, the Ikea store near the old pedestrian zone in Hamburg-Altona, provides the Swedish furniture store with a notable challenge. Due to the fact that the store is located close to the city center, the Hamburg city planners made special requirements for the front façade of the planned building. Therefore, the typical Ikea construction of the so-called ‘Blue-Yellow-Box’ cannot be realized, and a solution had to be found that still demonstrates the blue color of Ikea, but the entire façade remains in a neural color. This goal was reached through a ‘folded’ outer façade. This solution could also be realized by Bitmanagement and the 3D animated Model that was placed in order, whereas the software developer could demonstrate his full potential in terms of content and simulation ‘know-how’.

The Ikea planner put forth a solution where the blue ‘tradedress-element’ is shown as a folded façade, and, depending on which direction the Hamburg pedestrians approach the building, the outer wall presents itself in complete blue. The pedestrian thus only sees the folded sides whereas the entire building front appears in a neutral color. It was possible by the 3D model developed by Bitmanagement to fully realize this solution and even further demands. The 3D software enables – apart from the simulation – an interactive walk-in simulation of the pedestrian zone. Through this program, the different views of the building façade depending on the walking direction can be visually experienced.

But the model of this new, now third Ikea store in Hamburg but at the same time the first direct ‘city store’ that is planned so close to the city center, offers even more. The photo-realistic visualization of the surrounding area where the store should develop is also a part of the 3D model by Bitmanagement. Through this visualization, the interested township of Hamburg can get an impression of how the new city store is integrated into the city center.

Apart from the outside view and the display of the surrounding area, the citizens can also virtually stroll through the new ‘City Center’ store and can receive information about the offers of the store, as well as get inspired by the interactively presented products. The new store should house small pieces of furniture, domestic appliances, linen goods and other small articles in particular, and is planned on opening in 2013.

i.A. Norbert Böcker
Bitmanagement Software GmbH
Oberlandstrasse 26, D-82335 Berg

Tel.: 08151-97170-8
Mobile: 0171-3337719

About Bitmanagement Software GmbH

Bitmanagement is a provider of multimedia software with a focus on online interactive 3D visualization. The multimedia technology for 2D/3D, audio and video is real-time and Internet-ready. Based on the ISOstandard formats VRML/X3D, CityGML and COLLADA, and Java, it allows an Interactive visualization of concepts and products.

Bitmanagement develops and markets a product portfolio of visualization software, which is composed of visualization software (BS Contact VRML / X3D, MPEG-4, Geo, Stereo and Mobile), documentation (BS SDK Package) for animation and different programming tools up to Workflow optimization such as BS Encrypt.

Besides software development the company specializes on content production. The focus is here on creation of interactive online capable 3D models - mainly high resolution city models – based on a cost efficient offshore team of 3D artists.

Bitmanagement was founded in 2002 by three former employees of the Blaxxun Interactive AG, Munich. The company achieved sales growth and positive results in 2011 and is "cash flow positive" since its founding.

Bitmanagement is a board member of the "Web3D Consortium" (USA), which is responsible for the standardization and dissemination of 3D ISO standards for the Internet. Bitmanagement is also simultaneously a member of the" 3D Consortium "for the dissemination of stereoscopic visualization.

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