Sign and Guidance System for the Museum Quarter Vienna

Challenged to find an iconic entry building and guidance system for the Museum Quarter (MQ) we proposed the human body as the most authentic and convincing image. The SERVUS as personalised MQ identity gets in direct personal interaction with passengers, showing its potential as immediate, flexible and sensitive communicator. The changing of SERVUS-guards with its red uniforms wearing a strange hat modeled after the museum facade would add another spectacle tot he cultural offering – and becoming a new Vienna-Cliché by itself.