Growth outside the core business model: With LabCampus Munich Airport acts as curator for innovation

March 14, 2018


Interbrand develops the strategic integration into the brand portfolio and creates the visual brand identity

Cologne/Munich, (March 13, 2018) Last Thursday a unique, future-focused project launched: LabCampus. The renowned Munich Airport developed a company and cross-industry innovation site, which brings together leading experts, companies from start-ups to global players, creative minds and investors. Thus, at the heart of a thriving transportation hub, a collaboration with the Munich Airport team and Interbrand sharpened the strategic positioning, developed the strategic integration of the brand portfolio and created the visual brand identity for LabCampus.

“In the context of our long-term cooperation with Munich Airport, it is very exciting to be involved in such a visionary project. It is here that business transformation is happening live. The key question from a branding perspective was: “How can we use the equity of the brand “M,” and how can Munich Airport simultaneously turn the new business area into a credible experience?” We were able to not only transform the space, we were able to create brand equity within the space,” explained Nina Oswald, Managing Director at Interbrand Central and Eastern Europe.

The vision of LabCampus is providing more than just the site for the new innovation platform. Munich Airport will play the role of “curator”, and will ensure as the “campus manager” the appropriate mix of industries and companies, and will bring the right partners together to further develop the campus infrastructure and utilities.

Andreas Mauer, Vice President Brand Management & Innovation at Airport Munich, added: “With LabCampus we create, for the first time, an offer and a brand experience that exceed the known airport-related services. The brand identity is site and platform together. On one hand, we describe a location and on the other hand, we coincidently need a platform for the different types of cooperation and collaboration with other brands – and new targets groups. The brand identity is based on the idea to redefine rooms in ever new nuances. This is reflected in a wonderful way in the visual interplay with the opening frames.“

Potential key partners include such companies as Siemens, as well as Design Offices and research organizations including the Fraunhofer Institute, Friedrich Alexander Universität Erlangen-Nürnberg and UnternehmerTUM, the start-up incubator of the Technical University of Munich.

Interbrand has been advising and supporting Munich Airport in branding since 2012, and is responsible for the airport’s new strategy, positioning and brand identity.

About Interbrand
At Interbrand, we believe that growth is achieved when an organization has a clear strategy and delivers exceptional customer experiences. We do both, through a combination of strategy, creativity, and technology that helps drive growth for our clients’ brands and businesses. With a network of 21 offices in 17 countries, Interbrand is a global brand consultancy, and publisher of the highly influential annual Best Global Brands and Breakthrough Brands reports, and Webby Award-winning brandchannel. Interbrand is part of the Omnicom Group Inc. (NYSE:OMC) network of agencies. For more information, please contact us, or follow Interbrand on LinkedInTwitter and Facebook.

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