Due to the long-term perspective of the project, DIA approached the task with a holistic view of a changing society and technological progress. From this, the architects derived four functions that make up a modern, successful exhibition center in its role as an attractive and innovative platform: (1) The exhibition offers exhibitors an optimal usable framework, (2) becomes a hotspot for visitors through its attractiveness and the experience it provides, (3) produces a high-quality environment for visitors as the host and (4) becomes a flagship of the city through its strong and identity-establishing effect.
With the help of these insights and on the basis of a comprehensive location analysis, DIA developed a design concept through the symbiosis of individual design features and a superordinate design language which gives all the buildings a uniform framework. On the one hand, the architects emphasize the uniqueness of the versatile buildings, some of which are under historic preservation, and thereby support the fundamental personality of Messe Berlin; on the other, recurring design measures provide orientation and guide the visitor intuitively through the world of the trade show.
