A rack of shipping containers set along a road in Styria, Austria is both a landmark attraction and an exhibition as part of a wine boutique. The Genussregal, which means "the shelf of pleasure" is conceived as a giant shelf displaying products from around the region. Designed by Vienna-based BWM Architekten und Partner, the exhibition space is a monument to regional culinary delights and combines space for an exhibition hall, wine and culinary shop, and storage as part of the Vinofaktur Vogau. The containers act as displays and will be changed and moved periodically to reflect changes in what the shop has to offer.
Brothers Erich and Walter Polz had a vision to enlarge their vinotheque and wine logistics center to make a larger statement about the products they were selling. Drawing only from the local region of Styria, the brothers have a unique business that promotes only local produce, wine, meat, and other products. They tasked BWM to create a new identity for their business and a landmark destination that visitors would want to visit as well as purchase regional delights. BWM not only designed the exhibition hall, shipping container racks, the shop and accessory buildings to support the endeavor, but they also conceived the exhibition “So schmeckt die Steiermark” (a taste of Styria).
The highlight of the Genussregal is a 60 meter long, 12 meter high, and 6 meter wide steel beam rack that holds the shipping containers. Containers have been set in the rack to display symbols and products of the region. Side walls are cut away and painted with bright colors and labels to act like window displays. Information on and in the containers tell passers-by more about where the goods are delivered, stored and sent around the world. Some of the containers will even be used as tasting rooms and lounges. Over time, the containers will be repositioned and rearranged to provide visitors new attractions.
Images © BWM Architekten & Partner