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Sumit Singhal
Sumit Singhal
Sumit Singhal loves modern architecture. He comes from a family of builders who have built more than 20 projects in the last ten years near Delhi in India. He has recently started writing about the architectural projects that catch his imagination.

Rolling Stones in Graz, Austria by INNOCAD Architektur ZT GmbH

April 6th, 2014 by Sumit Singhal

Article source: INNOCAD Architektur ZT GmbH

INNOCAD and its multidisciplinary team, consisting of fashion and product designers, sound and media designers, won the Graz Armoury “Cannon Room” competition.

Image Courtesy © Paul Ott, Graz

  • Architects: INNOCAD Architektur ZT GmbH
  • Project: Rolling Stones
  • Location: Graz, Austria
  • Photography: Paul Ott, Graz
  • Client: Universalmuseum Joanneum GmbH
  • Category: retail
  • Construction period: 07.01.2013 – 22.03.2013
  • Net building space in m²: 347,2 m²

Image Courtesy © Paul Ott, Graz

The task of creating a new information centre for Graz Tourismus and, in synergy with this, an attractive entrance to the Provincial Armoury called for an approach transcending architecture alone. The result is a consistent corporate identity combining architecture, media and merchandising aspects.

Image Courtesy © Paul Ott, Graz

The “Murnockerl” (cobblestone) is the basic building block of the concept, being a contextual link, a metaphor, corporate symbol and form-giving element in one.

Image Courtesy © Paul Ott, Graz

The “Murnockerl”

To people in Graz, “Murnockerln” are a symbol of permanence. They not only constitute the geological base of the city, but also the foundations of historic buildings and paving (e.g. the Landhaushof).

In the architecture, the organic form of the “stones” is broken down into layers, similar to their structure. At the same time, this space-forming and form-giving grid surface can also be used as variable shop furniture and adapted for any kind of product display.

Image Courtesy © Paul Ott, Graz

In order to do justice to the comprehensive, holistic demands and the complexity of this task, the project was developed by a multidisciplinary team. Graphic designers, fashion and product designers, sound and media designers, and architects all work together on this interdisciplinary concept.

The result is a consistent corporate identity combining architecture, media and merchandising aspects.

Image Courtesy © Paul Ott, Graz

The completely free vault ceiling is used to project media/light installations (laser projectors as used in planetaria). In this way, it is possible for different media artists to use the room for different purposes with the aid of light and sound and thus contribute to further increasing the appeal of this “special place”.

The aim is to establish the Cannon Room as a platform for Graz as a City of Design in addition to its two major functions. (Architecture, product design, fashion, media design)

Image Courtesy © Paul Ott, Graz


The “Murnockerl” stones provide the inspiration for various product developments derived from the shapes, textures and colours of the stones created by nature. Each product exhibits a constant elliptic figure that can be used as a building block in other products. The permanence and uniqueness of the stone is an ideal “trade mark” of the city and the raw material for creative design of a wide array of products.

Image Courtesy © Paul Ott, Graz

The “Murnockerl T-shirts”

The shirts are based on a cut concept similar to the “Murnockerl Dress”. This garment is a fashion accessory for staff and a merchandising product in one. The T-shirts can be used in two versions, a stone and a knight design.

Image Courtesy © INNOCAD Architektur ZT GmbH

The “Murnockerl Dress”

The dress is developed on the basis of an elliptical cut and can be transformed into the original form of two stone interpretations with the aid of a draw string or belt. The dress can be made of different materials, including cotton, synthetic fibre or silk.

Image Courtesy © INNOCAD Architektur ZT GmbH

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