“From Building to Campus”
As elevator doors opened onto the 18th floor of Basel’s iconic golden tower with endless views of the city, I realized we were entering a masterclass for modern-day storytelling. Nothing like immersing yourself in a hands-on museum quality expo that introduces a new project before it breaks ground. One that piques your curiosity by ushering you behind the scenes like a VIP. It was sheer magic for this lover of stories. And the perfect thread to explore as a nod to World Storytelling Day.
Backstory
It all started with an invitation to join the Basel Communicators’ Network (BCN) for a discussion and private viewing of the Bank for International Settlements’ (BIS) latest exhibition led by Head of Communications Jill Forde. “From Building to Campus” offered a rare opportunity to visit the renowned Martin Burkhardt-designed structure for an insider’s look at a new chapter of the bank’s headquarters. One focused on proposals for an international design competition to develop the space around its acclaimed building into a campus. What a fascinating setting to connect with members of the BIS communications team and learn more about their work as we explored the exhibition.
“In developing the BIS headquarters site in Basel, we envision a campus that draws together our global central bank community in an environment that inspires thought leadership and collaboration.” noted BIS General Manager Agustin Carstens. “It also opens an exciting new chapter in our relationship with the city of Basel.”
Stories of all shapes and sizes
BIS teamed up with international design agency berger + Co. to curate, design and develop “From Building to Campus.” This collaboration was an encore to their wildly successful BIS 90 Years.
The new exhibit was filled with stories that captured our imagination, helped us envision a glimpse of the future and left us eager to watch the campus take shape. Brilliant bits of narrative were cleverly woven into every turn. They provided a sense of the project, the context around it and so much more.
Standout elements
- Dynamic videos shown in a private viewing area introduced visitors to the new campus project and some of the people who would play a key role in bringing it to life.
- Each of the 11 proposals were individually displayed with plenty of space to explore the 3D models.
- Original boards submitted by architectural teams were displayed side by side to showcase the diverse creativity that each brought to a single design challenge.
- The floor’s panoramic views set the stage for visitors to imagine the designs on the growing Basel skyline as calming background music filled the air.
- Natural fiber tablets provided scores of interesting details about the BIS and its proposed campus while reminding visitors of the emphasis on sustainability.
- Carefully crafted window decals offered directional markers to local destinations and BIS member bank locations around the world.
Prize-winning stories
Lead architects Alejandro Aravena of Santiago-based ELEMENTAL and Daniel Wentzlaff of Basel-based Nissen Wentzlaff Studio shared the intriguing backstory and inspiration for their winning design. Plus, aha-worthy insights for communicators such as creating dialogues between buildings and designing for human connection.
“The discussions started with the iconic nature of the existing tower which has a very particular shape obviously in architecture and one of the key questions in the competition was how to react to it.”
Daniel Wentzlaff
“We’ve studied architecture from the past and those that are able to stand the test of time are geometries that are clear, that are simple, where the structure is self-explanatory. That’s why we’ve decided to go for this dialogue between these two elements that do not compete.”
Alejandro Aravena
To watch a clip of this video created by berger + Co., click here.
Impactful storylines
“The architectural competition was a major milestone in the journey of the new BIS headquarters in Basel. Architect teams came from all over the world. Many collaborated across countries or even continents. It was fascinating to see how each team came up with a different proposal, highlighting in their own way how they saw the new BIS building contribute to our mandate.” said Deputy General Manager Andréa M Maechler.
There is a clear interest in learning more about the BIS, its buildings and its place in Basel. 1600 visitors attended the five-day event – extra slots were filled within hours of being announced.
“Much of the exchange in human communication is still very physical.” remarked ELEMENTAL lead architect Alejandro Aravena. Powerful words in this age of digital transformation and artificial intelligence. Ones that set the stage for the winning design.
Visitors were drawn to the display, exhibits and video of the winning design. They appreciated that all the models were on display in a way in which they could be easily compared. Architects shared that it helped them understand the selection of the winner.
“We hope our visitors appreciated the opportunity to visit the iconic BIS tower and left with a deeper understanding of the BIS and our campus development project.” said Head of Communications Jill Forde. BIS looks forward to opening its doors again to the local community during Open House Basel 24 on Saturday 27 April 2024 from 10:00-18:00h. To register, click here.
5 Key Takeaways
If “From Building to Campus” has you wanting to add more stories to your communications, you might be wondering how to get started or where to find inspiration that is right for you and your business. Good news. There are all sorts of ways to weave stories into your everyday routine, even if you don’t have a new building in the works. Let’s explore five strategies.
- AI reminds us to reconnect as humans
Take a break from artificial intelligence and reengage the human spirit. Get face to face again by inviting colleagues or members of your network for lunch or coffee. Set the stage for an engaging dialogue with a story. Highlight an interesting assignment. Talk about a recent challenge. Offer an anecdote about something you are passionate about outside the workplace. Encourage their stories too. Learn how you can help each other.
- New projects offer opportunities for fresh narratives
“From Building to Campus” showed us how new developments create occasions to connect with our audience. The sky really is the limit. Not ready for a big event? Why not reach out to individuals that might have an interest in your new project or service. Invite them for a casual discussion. Showcase how a client’s life has changed since they started working with you. Use insider journey stories to help them imagine the possibilities.
- Proposals beg for original stories
The creativity and diverse thought demonstrated in exposition proposals remind us that RFPs provide a platform to tell unique stories. Scrap the boilerplate stuff. Show them your originality in addressing their needs. Help them understand your inspiration or design process like ELEMENTAL and Nissen Wentzlaff Studio. Have the courage to stand out.
- Office stories deserve a remix
Age-old tales of going to the office have experienced a remake since COVID. Connecting with colleagues, recruits, prospects and stakeholders now takes centerstage. These shifts create openings to share new narratives. When recruits visit, take them inside the workplace from your point of view. Show them your favorite place to meet colleagues or mentor young professionals. Talk about fun events and activities you host there. Address how you balance your time between the office and virtual work and the importance of each. When potential clients visit, give them an office tour filled with stories that provide perspective on your business and how it relates to them. Touch on ways your workplace has evolved, learn how theirs has too. Talk about innovative projects your team is working on. Mention gatherings your office hosts that might be of interest to them such as C-suite roundtables, technology updates or fireside chats.
- Websites and social media were made for stories
Use videos and narratives to enhance the experience for your web and social media visitors. Go for authenticity. Give them “sneak peeks” into what’s new. Post clips of your latest gatherings. Highlight causes your team is supporting. Focus on employees that have been recognized for their involvement in the community. Offer a glimpse of what it is like to work in your business. Help people want to be a part of your story.
Here’s to connecting with the storyteller in all of us.
Want more ideas – check out 5 tips to tell more impactful business stories in a modern world