BAU, 2013, Bau-News, Englisch by Messe Muenchen

BAU NEWS September 2011

The future of building

BAU 2013: Preparations in full swing We have also embarked on a fundamental assessment: where are we now, where do we want to go, what will be the themes of the future? On the exhibitor side we have no further scope for quantitative growth at present, but we can raise the quality. Our aim is to bring the The team behind BAU 2013 (Exhibition Management, Press, Advertising). Left side, front to back: world’s key players in Johannes Manger, Andrea Hack, Mirko Arend, Markus Sporer, Anita Steinle. Right side, front to the building industry back: Maritta Dötter, Nina Nowatius, Christina Maier, Brigitte Fiedler, Mareile Kästner. together at BAU. We cannot and will not transfer the BAU concept As September gets under way BAU 2013 is outside Germany. On the visitor side, we made a starting to take shape. The detailed planning of real quantum leap in January. Here is a reminder the hall layouts is due to start on 9 September. of the excellent figures: 238,000 visitors (+12%), Once again there is strong demand. Anyone including 60,000 (+61%) from outside Germany! who wants to be there should not delay and The aim now is to maintain this high level, and should get their application in soon. even to build on it slightly if possible. We will not always be able to achieve 10% growth, but The fact that BAU is booming is hardly news any analyses of potential show that there is still a longer. Over the past few years it has almost great deal of scope, particularly internationally in become a self-evident truth. Even in the crisis regions such as Asia, North and South America. years of the building industry we were regularly There is also further potential in Germany and able to report full halls. But fear not, we are not other important countries and markets in Europe, resting on our laurels; we are continuing to work which can be tapped by means of targeted consistently on the development of BAU. Standing measures. still would mean going backwards. The beginning of September is also our deadline for the completion of some basic homework. We have therefore conducted discussions in the sector, with partners, politicians, representatives of trade and industry, public and private institutions, and naturally also with media and publishers in Germany and abroad. Now it is time to turn words into action: the layouts of the 17 exhibition halls are being planned, forums and special shows are being filled with content, the extensive accompanying programme is being set up. Every thing must be in place within one year, when the intensive phase of visitor advertising is due to start.

What are the themes that will dominate the next BAU? Sustainability and intergenerational solidarity will be right at the top of the agenda again in 2013. And then there is “Energy 2.0.” What is the future for energy supplies and energy management in buildings? The German government’s turnaround on energy has added further fuel to the debate. You can read all about our initiatives in this edition of BAU NEWS. There is even an interview with our new advertising motif, the orchid. We wish you enjoyable reading!

Contents In this newsletter, all the latest on: BAU: Global benchmark Key theme: Energy 2.0 Online marketing Archi-World Academy Viewpoint: Professor Juhani Pallasmaa Key theme: Sustainability Interview with the orchid BAU Ticker

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BAU visitor marketing

Based in Germany, but a global benchmark Based in Germany, the number one in Europe and a global benchmark—that is the positioning adopted for BAU as a leading global trade fair. On the basis of this principle, BAU’s exhibition management is further intensifying its internationalisation efforts, without losing sight of the core market in Germany and Europe. “Sometimes it’s a balancing act,” admits Exhibition Director Mirko Arend, but BAU aims to offer a home for small businesses just as much as large groups, and to appeal to skilled trades in the regions just as much as to global planning and architecture firms. Even though BAU is increasingly attracting international exhibitors (2011: 539) and visitors (2011: 59,940), its core customer base remains in Germany. The last time the event was held, 75% of visitors (178,290) and 74% of exhibitors (1,528) came from Germany. It is also noteworthy that of the 60,000 foreign visitors to BAU 2011, 38,175 came from the EU. “That means we have to operate on two or three different tracks,” explains Mirko Arend: “We look after our core customers and focal markets in Germany and Europe while trying to tap into new, up-and-coming markets for BAU overseas and in Asia.” Further potential in Germany and Europe The position in Germany is clear: around twothirds of visitors come from southern Germany, predominantly from Bavaria and Baden-Württemberg, “but there are still untapped reserves in northern, western and eastern Germany,” according to Mirko Arend. The European picture is very mixed: in leading visitor countries such as Austria (11,301 visitors on the last occasion) and Italy (4,236), the potential is almost exhausted or

at least well exploited. In large but traditionally nationally oriented construction markets, such as the United Kingdom (1,179 visitors), France (1,746) and Spain (1,055), BAU attracts a comparatively large number of specialist visitors, but could probably bring in many more. The same applies to growth markets in eastern Europe, such as Poland (2,042) and the Czech Republic (2,246). Overseas, BAU concentrates its visitor marketing

in implementing themes,” says Mirko Arend. In focal markets such as India and Turkey, awareness of the BAU brand is being strengthened on a targeted basis through alliances with local partners. In India the local partner is the Builders’ Association of India (BAI) and in Turkey it is the Building Information Centre (YEM), which among others organises the TurkeyBuild trade fair in Istanbul. The benefits of the cooperation with YEM were already evident at BAU 2011, when the number of visitors from Turkey (2,600) more than doubled compared to 2009.

Conventional marketing Strategic alliances are the optional part of marketing; the standard part comprises the usual range of marketing tools. BAU organises targeted marketing campaigns in more than 70 countries. These may involve advertisements or supplements in the trade press, collaboration with media or press conferences, direct VIP visitor at TurkeyBuild in Istanbul: BAU’s Exhibition Director Mirko Arend (r.) with Dr Peter Ramsauer, German Federal Minister of Transport, Building and mail shots or face-to-face meetings Urban Development. with key multipliers. The more on the booming markets of India and Brazil. Rio significant the country is as a target visitor de Janeiro’s hosting of the football World Cup market, the more extensive is the marketing (2014) and the Olympic Games (2016) will give activity. Key means of advertising such as the an additional boost to construction demand in visitor guide are published in the national the years ahead. languages of all focal markets. BAU also has a multilingual online presence. There are plans to Strategic partnerships create landing pages for BAU 2013 in eight In its national and international visitor marketing, languages, in order to provide visitors from the BAU works on a long-term basis with strategic various countries with the main information in partners such as the Fraunhofer Building Innotheir own language. According to Exhibition vation Alliance and the ift Rosenheim research Director Mirko Arend, all these measures have and testing institute. “Both institutions have an the same objective: “bringing the world to BAU excellent network in the industry and support us in Munich.”

+++BAUTicker+++ The Long Night of Architecture is being put on for a second time—at BAU 2013. Following the tremendous success of its premiere at BAU 2011, a decision was quickly reached on organising a second edition. On 21 January 2011, around 14,000 people braved the cold and the sometimes long waiting times to take a look inside some of the most important buildings in the Bavarian capital. Buildings that are normally off limits flung open their doors to welcome in visitors. The idea of including the people of Munich in BAU via the Long Night of Architecture proved to be a big hit. The sponsors, too, without whose support this night-time event couldn’t have happened, were delighted. Make a note now in your diaries of the date for the 2nd Long Night of Architecture: Friday, 18 January 2013. To get an idea of what to expect, take a look at a video of the premiere night at: www.bau-muenchen.com.

Energy 2.0: Key theme of BAU 2013

Focus: Online marketing

The term “Energy 2.0” was coined in imitation of the internet term Web 2.0. BAU understands it to refer generally to the future of energy supplies to buildings and the associated technological innovations, which will be on show at BAU 2013.

BAU is strengthening its activities in international online marketing. Its primary aim is to attract planners and architects from around the world and achieve even better penetration in markets such as North and South America and Asia.

“Energy 2.0” concerns particularly the rapidly growing importance of renewable energies (against the background of the “energy turnaround” and “energy transition”) and the combination of different energy sources, both fossil and renewable. “Energy 2.0” naturally also covers the themes of energy conservation and energy efficiency. In addition to these technological components, the term has a social dimension, as does Web 2.0. This concerns the interaction between all those who engage with and promote the theme of “Energy 2.0,” conduct lobbying activities and bring to bear their sometimes differing interests —in areas such as industry, politics, commodities and real estate—without forgetting the users of the buildings, who are increasingly becoming active themselves, modernising their buildings and optimising their energy use, either to save money or to protect the environment. What is the position with regard to energy management in new buildings? What proportion of them will use renewable energies in the future, and how will these be incorporated in the building or its shell and integrated intelligently with the building technology? And what new solutions will there be for energy-saving measures in buildings? BAU 2013 will answer these questions. As a crossindustry material and technology trade fair that looks at buildings (roof, wall, windows, façade) and their technical equipment from both the inside and outside, it is ideally placed to do so.

But BAU will also address the social and societal challenges associated with the theme of “Energy 2.0.” How will the city of the future look? Will it transform itself from an energy consumer to an energy producer, and if so what will that mean? What impact will the themes of energy and energy efficiency have on our built environment? What is the current and future role of certification systems and environmental product declarations for building products and materials? These questions will be discussed and illustrated at BAU 2013 in forums, special shows and conferences. Prominent experts from all over the world will state their position and explain their views. BAU is the perfect platform, since it brings together everyone involved in the planning, construction and operation of buildings. It is for them to determine how Energy 2.0 develops in the future.

The façade of the Solar Decathlon House designed by the University of Rosenheim; the house was on show at BAU 2011.

BAU has joined forces with a new cooperation partner, the Zurich-based ARCHITONIC portal. This portal links selected products and materials with the themes of architecture and design. For example, with just a few mouse clicks the user can find out which items contain a particular product and at which trade fair that product is presented by its manufacturer. A large number of wellknown companies, including many BAU exhibitors, are using Architonic to present their products. According to information provided by the portal, it has around 35,000 visitors a day, a good third of whom are architects from around the world. Architonic operates in five languages. 70% of visitors come from Europe, 20% from America and 10% from Asia. Architonic is an ideal partner for BAU, helping it particularly to intensify communication with visitors from North and South America. BAU is continuing its cooperation with the British online portal World Architecture News, mainly to target the architecture scene in the UK and the Anglo-Saxon countries. Among other things, the www.worldarchitecturenews.com portal presents the Product of the Year Award in cooperation with BAU. The Belgium-based ARCHIWORLD portal has been a reliable partner of BAU for many years. The cooperation is focused primarily on the new generation of architects from around the world. The Archi-World Academy is an ambitious and entirely new project that has secured the participation of many top-flight architects.

+++BAUTicker+++ Cooperation with EDSF: BAU has signed a marketing cooperation with the European umbrella organisation EDSF (“European Door and Shutter Federation”), which also includes Germany’s Industrieverband Türe, Tore, Zargen (ttz). Many members of ttz and of the German industry association to which it is affiliated, the Wirtschaftsvereinigung Industrie- und Bau-Systeme (WIB), are already exhibitors at BAU. Under the agreement, the EDSF will be actively promoting BAU 2013 to its European members, and putting on a lecture at the fair. “The cooperation with EDSF is a logical step,” said BAU Exhibition Director Mirko Arend. “It helps us strengthen the important exhibition segments of doors, windows and cases at the fair and further exploit the international potential of these segments on both the exhibitor and visitor sides.” “Your key to trade fair success”: This is the title of a package of measures available for BAU that supports exhibitors in putting on a successful presentation at the fair and exploiting all the opportunities available to them. In interactive workshops and online training sessions, exhibitors can gather lots of practical hints and advice on how to best plan for the fair. It is a chance to tap into the expertise of proven trade-fair professionals and pick up new ideas. The initiative is being coordinated by Meplan GmbH, a subsidiary of Messe München. For more details, go to: www.bau.initiative-messeerfolg.de.

Archi-World Academy: Live your dream! The dream of every architecture student would surely be to serve an apprenticeship with a star architect, working on exciting projects in London, Paris, New York or Tokyo. The ArchiWorld Academy, a joint project by BAU and Archi-World, can make that dream a reality. The claim is an ambitious one: BAU and ArchiWorld have launched nothing less than the “world’s biggest competition for tomorrow’s architects” under the leadership of Jacques Allard. Architecture students and young architects from around the world are invited to submit energysaving projects and concepts for the future of architecture and urban development. The 12 best entrants can expect not only fame and honour but also an excursion into the whole wide world of architecture. Star architects from around the world, from Daniel Libeskind to Zaha Hadid, will make up the jury and have made practical training places available for the winners. Hence anyone whose work convinces Daniel Libeskind, for example, can look forward to spending six months working at the firm’s offices in New York—possibly a once-in-alifetime opportunity … Jacques Allard: “Our discussions with many students from around the world revealed that most of them dream of winning a traineeship in one of the world’s leading architecture firms. This gave rise to the idea of the Archi-World Academy.”

When Allard presented the idea to leading architects around the world, he found he was knocking on open doors. The jury reads like a Who’s Who of the architecture scene. The chairman, Juhani Pallasmaa, Professor of Architecture at Helsinki University of Technology and himself a heavyweight in the industry, heads a select list of prominent architects from around the world. For BAU, the world’s largest event for planners and architects, the Academy is the perfect way to generate awareness of the name among upand-coming architects throughout the world. “Today’s architecture students are tomorrow’s visitors to BAU. Some of them will certainly play a major role in our forums and special shows one day,” explains Dr Reinhard Pfeiffer, Managing Director of Messe München.

Jacques Allard, Head of Archi-World.

Archi-World, which was founded as ArchiEurope in 1997 by Jacques Allard of Belgium, is a global, interactive network of architects whose membership has reached 182,000 and is still growing. The www.archiworld.com portal is accessible in nine languages and has almost 3,000,000 visitors per year. Architects from all over the world use the website as a communication platform to present their latest projects and ideas. The portal also provides an overview of architecture events and competitions. The internet platform www.archi-students.org, which is also operated by Archi-World, focuses particularly on students. More than 45,000 architecture students from 94 countries and 825 schools and universities are registered on the site. Archi-World is supported by manufacturers in the building industry, including numerous BAU exhibitors.

The competition has already begun and is due to run for two years. The official starting shot was fired at BAU 2011 in January. The latest information can be found at: www.awacademy.org On that website entrants can also register and submit their projects for the competition. The deadline for registration is 30 October 2012. The lucky winners will be announced at BAU on 16 January 2013 and will be honoured at a ceremony. The prominent members of the jury will attend the ceremony if their engagements permit. An exciting prospect!

archi-world academy

The jury: The jury chairman is Professor Juhani Pallasmaa of Helsinki, Finland

Zaha Hadid, Zaha Hadid Architects, London, Great Britain F-H Jourdà, Jourdà Architects, Paris, France Bjarke Ingels, Bjarke Ingels Group, Copenhagen, Denmark J-M Jaspers, M. & J-M. Jaspers—J. Eyers & Partners, Brussels, Belgium Francine Houben, Mecanoo Architecten, Delft, Netherlands Daniel Libeskind, Studio Daniel Libeskind, New York, USA Kengo Kuma, Kengo Kuma and Architects, Tokyo, Japan Mario Cucinella, MCA, Bologna, Italy Christoph Ingenhoven, Ingenhoven Architects, Düsseldorf, Germany Jain Bijoy, Studio Mumbai, Mumbai, India Ma Yansong, MAD, Beijing, China Andrey Bokov, President, Union of Architects Russia, Moscow, Russia

2011 - 2013 International Architecture Competition on energy-saving solutions



 Open to all students in architecture  Architecture and urbanism Project or ideas : no limits, no restrictions

For more information visit www.awacademy.org Project entries starting April 15th 2011

12 traineeships to win in world architects practices 12 winning architecture students 1200 schools worldwide 12 world architects in the jury 24 month period competition

Archi-World® Academy is fostered by Prof. Juhani Pallasmaa / Helsinki, Finland

Daniel Libeskind New York

Organizations

Ma Yansong Beijing

Francine Houben Delft

Kengo Kuma Tokyo

Premium partners

Christoph Ingenhoven Düsseldorf

Zaha Hadid London

J-M Jaspers Brussels

F-H Jourda Paris

Bjarke Ingels Copenhagen

Design Technologies

Jain Bijoy Mumbai

Media partners

Andrey Bokov Moscow

Mario Cucinella Bologna

VIEWPOINT Viewpoint: Professor Juhani Pallasmaa, Finnish Architect and President of the “Archi-World Academy” Awards

“A good architect needs pride and humility” You have said you would be willing to take over the presidency of a competition that extends for a period of two years and is open to architecture students from all over the world. What was it that excited you about this role?

The winners of the competition will be able to take up internships in the practices of the jury members. They will get a look at the way world-famous architects work. Can that be a starting point for a great career?

The jury members are either architects who I respect highly or my personal friends. I have always been excited about and energised by situations that can potentially advance the cause of architecture. I am particularly concerned about the future of students and young architects; I always respond to letters and emails by students first as they need all the support and encouragement.

Absolutely. A practical training in one of those well-known and well-respected architecture offices is an excellent starting basis. The winners

Architecture is facing enormous challenges. The energy problem has to be solved, the way people live in megacities has to be better organised and many more issues have to be tackled. Do you think architecture courses at universities are lagging behind on this and what do you expect or hope to see in the entries? Sustainability is, of course, a necessary quality feature for construction. However, ecological concerns don’t seem to be as important as the current superficially technical interests in sustainable building. We are facing a complete change of values and life style towards a humanitarian ecological consciousness. Paradoxically, although these demands exceed the aesthetic realm by far, the new life style and mode of dwelling become desirable only if they succeed to become aesthetically desirable. Architectural schools in general are far behind of what will be expected of architecture in the near future, and of what is expected of us as responsible human individuals. I expect to see examples of this new ethics in the competition projects.

What makes a good architect today? A good architect today, as always, arises from personal passion, curiosity and dedication. I also believe that a great artist or architect needs to have a special sense of compassion and a combination of pride and humility.

the latest technological solutions of the producers of building materials and systems. How do you see the cooperation between architecture and industry? The cooperation between architecture and the industry is essential. But architecture as an existential art form needs its own mental and artistic autonomy. I am not suggesting any architectural egoism, but I believe that only arts and architecture are able to touch the fundamental existential issues of culture and life. Technology and industry should serve these purposes.

The winners of the Archi-World Academy will be presented at BAU 2013. Will you use your visit to Munich to take a look around the exhibition? And what do you hope to see at BAU, a trade fair which enjoys a very good reputation among architects from all around the world?

of this contest get the unique opportunity not only to learn quite a lot but also to start a promising career. That’s why I gladly took the chair of this contest.

BAU, the World’s Leading Trade Fair for Architecture, Materials, Systems, showcases

Yes, I will certainly look around the BAU 2013 exhibition. I hope to see sincere approaches to sustainability which are not merely marketing attempts masked in green images that are so popular today. But I shall also revisit the fantastic art museums of Munich.

Thank you very much for this interview!

About Juhani Pallasmaa Juhani Uolevi Pallasmaa, Finnish architect, was born on 14 September 1936 in the town of Hämeenlinna. He is Professor of Architecture at the Helsinki University of Technology and a former Director of the Museum of Finnish Architecture. In Helsinki he runs his own architectural practice, “Arkkitehtitoimisto Juhani Pallasmaa KY.” His exhibitions on Finnish architecture, design and visual art have been held in over 30 countries. He has written countless articles about cultural philosophy, environmental psychology and theories of architecture and the arts in various countries. One of his many books on architectural theory is ”The Eyes of the Skin— Architecture and the Senses,” which became a classic work on architectural theory. Pallasmaa is a member of the International Academy of Architecture.

The theme of sustainability is shaping activity in the building industry Sustainability has become a byword in the building industry, to an even greater extent than in other sectors of society. BAU 2013 will highlight the current state of the debate on this complex theme.

and forums at BAU 2011 and will do so again in 2013. A great deal has been achieved in the field of sustainability in recent years. There is widespread

uniform assessment of sustainability aspects of buildings. The BMVBS has also developed the “Sustainable Building Assessment System” for the Federal government’s administration and office buildings. Since the beginning of 2011, relevant new public buildings have had to be certified on the basis of this system. At BAU 2009, the DGNB awarded the “German Quality Seal for Sustainable Building” for the first time. 28 office and administration buildings were awarded the seal. The DGNB has now certified or pre-certified more than 180 buildings. But sustainability testing extends to building components as well as entire buildings. Environmental product declarations (EPDs) will in future provide information on the functional and ecological quality of building components and materials. Manufacturers can expect these EPDs to be required in calls for tenders.

Sustainability in building: A theme in all sections of the show, and a motto at many stands at BAU.

The theme of sustainability is closely associated with BAU, and the same is true of the institutions that are involved with and promote sustainability: the Federal Ministry for Transport, Construction and Urban Development (BMVBS), the German Sustainable Building Council (DGNB), the Fraunhofer Building Innovation Alliance and ift Rosenheim. These institutions, all of which work in close partnership with BAU, highlighted various aspects of sustainable planning and construction in conferences, special shows

agreement that the concept encompasses the entire life cycle of buildings (from planning and use through to demolition) and covers not only ecological but also economic and sociocultural aspects. Appropriate assessment systems have been developed worldwide for the certification of sustainable buildings.

What of the future? One thing is certain: the sustainability of buildings will continue to have a determining influence on research and development in the building industry. The population may also start to be involved in decisions on major building projects (Stuttgart 21!). Megatrends such as demographic change, climate change, the energy turnaround (see Energy 2.0) and urbanisation will be debated from the perspective of sustainability. The question will therefore be how not only individual buildings but also entire urban districts and cities can be planned and built sustainably. In Europe, there will be a focus on the sustainable redevelopment and modernisation of the building stock. That will provide a wealth of material for BAU 2013 …

In Germany, developments have been driven by the BMVBS and the DGNB. An initial list of criteria has been jointly drawn up for the

+++BAUTicker+++ BAU Budgetplanner: Working out just how much it will cost to take part in a trade fair is not easy for many BAU Budgetplanner,” Budgetplanner” an online calculator tool companies. Especially for those who are taking part for the first time. Help is at hand in the form of “BAU programmed by Messe München’s subsidiary Meplan. In just a few clicks of the mouse, companies can work out how much the stand space and stand design will cost, and get some idea of average charges for technical services, such as electricity, water, stand guard services and cleaning. Once everything is entered, the result can be saved as a PDF and sent by e-mail. The fastest way to access the BAU Budgetplanner, is to go to the website of BAU (www.bau-muenchen.com) and follow the link. BAU TV, English version: The popular BAU TV—six, roughly 10-minute-long films about BAU 2011, each highly informative and also entertaining—is now available in English. With wit and charm, the highlights of the six days of the fair are captured here in images and sound—innovations, trends and themes, plus the latest research findings. Presenter Astrid Neudecker guides the viewer skilfully and professionally through the programmes. And Manger & Arend—Press Spokesman and Exhibition Director of BAU respectively—add their personal round-up of each day’s action to the mix. If you haven’t seen it yet, just click on the relevant button on the BAU website. It’s well worth a look, whether in German or English.

Interview

with the orchid, frontwoman and face of BAU 2013

What is it like being the new face of BAU 2013? Naturally it’s a great honour to represent BAU. You get to see a lot of places and meet interesting people. Architects, for example, even though they only ever wear black. Those people have no imagination. They try to be understated, wrongly in my view, whereas we are more self-confident. There are around 25,000 varieties of orchid, and just as many shapes and colours. You are seen as the queen of flowers. A queen and a leading global trade fair ... … It fits, it makes sense. So I’m a bit disappointed that the people at BAU and wob didn’t come to me sooner. Last time they decided on the dandelion. Just imagine that—a commonor-garden dandelion as an ambassador for BAU! You presumably see yourself more as a member of the High Society? Member …? I am the shining light, I am unique, the epitome of aesthetics and elegance, almost the Naomi Campbell of flowers. Or the Beckenbauer? Well anyway, something like that. What do you think of architecture? At last people seem to be realising that nature is the best master builder, combining beauty and function. Plants and flowers have adapted perfectly to their environment and live in harmony with it. People have been doing precisely the opposite for a long time. Now, when they’re running out of raw materials and the climate is going crazy, they’re trying to steer in the opposite direction, and they call that sustainability.

How does nature ensure sustainability? Let me give you an example: some of us produce special fragrances, such as vanilla and cinnamon, which are irresistible to orchid bees. Male bees collect the fragrance and use it in their courtship to attract female bees. That benefits us because they carry our pollen to the next orchid blossom and pollinate it. Now if that’s not sustainable … You have now become established on all continents and in almost all eco-regions. How did you manage that? We are flexible and adaptable and coexist symbiotically with our environment and with other living things. We grow on soil, other plants, trees, rocks and stones, whatever the environment has to offer. We are not tied to any particular place and have no ideology. Our roots are not firmly anchored; we always put down new ones. We even work with mushrooms so that our seeds can germinate. We’re not fussy.

In the promotion of BAU 2013 you are accompanied by the mushroom, the second face of BAU. Mushrooms are a good complement for us plants, well most of us. Mushrooms help us to extract nutrients from the soil. In return, they receive nourishment in the form of carbohydrates, which we plants produce by means of photosynthesis. That is how nature works: through symbiotic systems. Architects should follow the example and not only build for their own ends. Materials, technologies and systems must fit together as part of a system that provides overall benefit. If you want to call that sustainable, that’s fine by me… What are your plans for the BAU 2013 campaign? I want to arouse enthusiasm, offer a vision, show what can be achieved in harmony and reconciliation with nature. The future of building will involve learning from nature. Conserving resources and materials. Integrating technologies. Developing new forms of coexistence. And is that the message of BAU 2013? Yes. The people in charge of BAU, and most of the exhibitors, have understood that. Otherwise I wouldn’t have taken the job. Thank you for talking to us …

+++BAUTicker+++ BAU wins award for B2B communication: For the second time in a row BAU has won Germany’s premier award for B2B communication. The “GWA Profi” award was presented at the beginning of June for the marketing campaign for BAU 2011. This award for BAU is also in recognition of the work of the creative agency wob München. It was for BAU 2005 that wob first developed a brand new advertising campaign for the fair, featuring futuristic plant and animal motifs. In the campaign for BAU 2013, the idea behind the multipleaward-winning series is being continued, again in close cooperation between the BAU team and wob. The motifs this time are orchids and mushrooms. The “consistent brand management,” i.e. the fact that BAU and wob had pursued the campaign since 2005, continuously developing it over the years, had also been a factor in the judges’ decision this time. Proud of the GWA Profi Award 2011 (l. to r.): Christina Maier (BAU Marketing, Messe München), Nina Nowatius (BAU Exhibition Team, Messe München), Pascale Butz (wob, Consultation), Birte Traxler (wob, Senior Art Director)

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State of the building industry

World’s Leading Trade Fair for Architecture, Materials, Systems

January • Munich

Residential construction as a growth driver

www.bau-muenchen.com

After three years of decline, the building industry is set to expand slightly in most European countries this year. The mediumterm trend is also upwards—barring any exceptional events. n

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This was the conclusion reached by the institutions affiliated with the EUROCONSTRUCT European research community in their latest economic forecast in Helsinki, Finland. The research presents a very mixed picture across the individual countries and regions. The countries with the best outlook for the years ahead are Norway and Poland, which can expect average annual growth of around 6%. Denmark and Sweden are also expected to achieve significantly above-average growth. For Germany and France, the two heavyweights, experts are forecasting average annual growth of 2% to 2.5%. By contrast, the forecasts for Spain, Portugal and Ireland indicate that these countries will have to contend with the consequences of the debt crisis for a long time to come.

As of: 1 August 2011 – Subject to change and modification –

Parking

A1 A2

A4 A5

B0 B1 C1

Stones / Soils • Stones / soils • Sand-lime brick • Concrete / porous concrete • Pumice / fiber-cement building materials • Dry interior finishing • Prefabricated building • Plasters • Screed • Insulating materials Bricks / Roof building • Bricks • Roof tiles • Chimney-building materials • Roof-building materials • Dormer windows Stone / Cast stone / Outdoor design • Stone • Cast stone • Accessories • Garden and landscape architecture • Street furniture • Street and park lighting • Demarcations Chemical Building Products • Plasters / varnishes / paints • Adhesives • Protection against heat, cold, fire and noise • Insulation materials • Seals • Building tools Tiles / Ceramics • Tiles • Glass tiles • Ceramics • Facades • Sanitary technology / objects • Fittings • Accessories Materials / Products for Interiors Investing in the future • Renovation & modernisation • Research and grants • Institutes / associations / service companies Aluminium • Aluminum profiles / systems • Facade systems • Sunshade systems Machines / tools for aluminium / steel processing Steel / Stainless Steel / Zinc / Copper • Profiles / structural steel systems • Facade systems • Sunshade systems • Stainless Steel • Zinc and copper surfaces / systems

Energy / Building systems / Solar technology • Heating technology • Ventilation technology • Air-conditioning technology • Photovoltaic / solar thermal / solar architecture

B3 C3

Gate / Parking systems • Gate systems • Parking systems • Drive technology • Doors / gates / frames • Accessories • Lifts and escalators • Building automation / control

B4 C4

Locks / Fittings / Security • Locks • Cylinders • Fittings • Anti-intrusion systems • Access-control systems • Accessories Doors and windows • Wood • Plastics • Glass • Aluminium • Roller blinds / sunshade systems

Wood / Plastics • Wood materials • Plastics • Timber construction • Interior work • Stairs • Accessories

Floor coverings • Elastic • Textiles • Parquet • Laminates • Profiles

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Glass • Glass building materials • Glass facades • Glass structures • Foils Building automation / control BAU IT IT solutions for building Open-air site ICM – International Congress Centre Munich

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Growth in Europe continues to be driven by the renovation and modernisation sector, which accounts for around 54% of European building construction; in the residential segment, this proportion is as high as 60%. In Germany, Italy and Denmark in particular, building activity in the years ahead will remain focused on energysaving measures in the building stock. After being hit particularly hard by the financial and economic crisis, with some dramatic collapses in certain countries in the past three years, new house building across the whole of Europe is celebrating a kind of “resurrection.” EUROCONSTRUCT is expecting growth of around 3.5% in this sector in 2011; growth in Germany is even expected to reach 7%. The outlook is less favourable for commercial construction, where slight growth on average across Europe is not set to return until 2012. According to EUROCONSTRUCT, the main impact on demand in the European building industry over the long term will come from rising life expectancy and continued growth in the number of single-person households. A further tightening of energy-efficiency regulations for buildings is also expected.