A creative and open location in Magdeburg where the spirit of university students and the support of the city go hand in hand.
A collaboration of the Engineering and Industrial Design Department at Magdeburg-Stendal University of Applied Sciences and the city administration of Magdeburg.
The SCHAUWERK project was initiated at the beginning of 2019 by the Institute of Industrial Design at Magdeburg-Stendal University of Applied Sciences and the city administration of Magdeburg. The idea behind it was to activate the city center by avoiding empty stores and establishing a non-commercial and culture-centered life in Magdeburg. The scientific aspect of university was combined with an artistic feature and resulted in collaborations with which insights were gained and strategies developed to deal with every problem that might occur in the community of Magdeburg. Today SCHAUWERK is entirely managed by the students and is a great opportunity for their further personal and creative development.
What is the concept of SCHAUWERK?
SCHAUWERK focuses on dialogue with the city of Magdeburg itself and its people by connecting the students with the city in many ways as well as giving its people an insight into university life. It deepens the scientific and creative connection between the university and the city while especially focusing on residents’ concerns. SCHAUWERK is an opportunity to help pass on the knowledge taught at university to the people of Magdeburg. In collaboration with the university, the city administration and the community of Magdeburg it also aims to identify issues, contribute to solutions and add important value to society.
SCHAUWERK acts independently of the regular curriculum. A variety of other cooperations between the city of Magdeburg and the university’s Department of Engineering and Industrial Design emphasize the importance of academic links to local projects. In Magdeburg, this role is filled by SCHAUWERK.
In the Shopping 4.0 project, a closer look was taken at the current state of digitalization in the retail market in Magdeburg and the event was hosted by SCHAUWERK where solutions for sustainable and promising online retail strategies were discussed. Shopping 4.0 was followed by similar projects, for example RE:living Magdeburg and Magdeburger Dom which focused on more complex issues such as climate change, shrinking cities and vacant city centers. For all of these events, SCHAUWERK functioned as a hub for scientific research, experiments and the exchange of information as well as a safe space for discussion and reflection.
In addition to providing technical equipment, such as 3D printers and photo studios, SCHAUWERK also offers access to further education. Exciting technical discussions and conversations as well as inspiring workshops play an important role in SCHAUWERK. Students, professors and citizens are given the opportunity to share their knowledge with anyone who is interested. These events start conversations and help build potential (business) partners. In Zuckerstücke, a series of presentations initiated by students of the Interaction Design major, insights are shared with students in lower semesters and interested designers about new tools and trends. Shoptalks, initiated by the university management, revolve around topics such as racism, sexism and social issues. The highlight of SCHAUWERK’s lecture program is the annual Change Media – Transform Business conference, which is organized by the students and professors of the majors in Crossmedia and Digital Business Management. Every year they present their work on digital transformation processes in business and media and discuss the results.
SCHAUWERK also allows everyone, especially the people of Magdeburg, the opportunity to host their own events. There are not many places to host social events in the city center and the great location and sponsored facilities of SCHAUWERK are ideal. There are collaborations with external institutions and societies ranging from cultural (e.g. dance associations, the Love Foundation and other voluntary organisations) to commercial and industrial (e.g. VW and regional companies in Magdeburg). Through SCHAUWERK, different sectors, such as the cultural and industrial fields, come together to inspire one another.
SCHAUWERK holds exhibitions and events to help nurture the cultural and creative economy in Magdeburg and it actively contributes to keeping the city center alive and preventing empty and unused stores. Without any compulsion to buy, SCHAUWERK is the opposite of shopping centers. The display windows of SCHAUWERK are designed to stand out and attract the attention of people passing by. They are created to draw people in and give them an opportunity to familiarize themselves with SCHAUWERK and the people behind it and look beyond the work they are creating.
Werkschau – the final presentation of the design projects
One outstanding project is Werkschau. It is an exhibition at the end of every semester and offers an entertaining program. It is organized by the students of the Industrial Design major and takes place at SCHAUWERK. Among other things, projects have been presented covering topics such as digitalization and transformation and have included every aspect of life as well as creating interfaces to urban development.
In recent years the Werkschau event has gained a lot of popularity and has been supported and acknowledged by public figures such as the Mayor of Magdeburg, Lutz Trümper, the Minister for Economic Affairs, Science and Digitalization of Saxony-Anhalt, Prof. Dr. Armin Willingmann, the Rectors of Magdeburg-Stendal University of Applied Sciences, Prof. Dr. Anne Lequy, and Burg Giebichenstein, Prof. Dieter Hofmann, as well as the Vice President of Anhalt University of Applied Sciences, Prof. Dr. Hans-Jürgen Kaftan. The exhibitions have been widely covered by the media in the state of Saxony-Anhalt.
The upcoming Werkschau will take place from 16-18 April, 2021. Due to Covid-19, it is especially important to ensure the safety of everyone and therefore this year’s Werkschau will also offer an online program. There will be a virtual walk providing a close-up 360º view of the exhibition.
SCHAUWERK and its sponsors and creators
Project leader: Prof. Dominik Schumacher
Supporting Team: Kristin Hasak, Lukas Leppich, Leandra Pfeiffer, Frederik Pufe,
Willy Reinhard, Veronika Reinhold, Lina Rieck, Alexander Wüstermann
Sponsors: City Administration of Magdeburg, Magdeburg-Stendal University of Applied Sciences, and the Ministry of Economic Affairs, Science and Digitalization of Saxony-Anhalt are the main sponsors
SCHAUWERK on Instagram
Magdeburg-Stendal University of Applied Sciences
Magdeburg-Stendal Institute of Industrial Design
Change Media - Transform Business
Werkschau on Instagram
Werkschau virtuell (public @ 16.04.2021)
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