ADAC Würrtemberg ADAC Württemberg
ADAC WürttembergWaiblingen, 2006

Showing the Way, Taking New Directions, Conveying Safety to Its Customers. Welcome to the Club.

Store Concepts

ADAC Württemberg

The ADAC is Germany’s largest automobile club and assists, informs and represents the interests of the German car driver. With more than 14.5 million members and around 200 branch offices, the ADAC is the largest automobile club in Europe and the third largest in the world.
The Baden-Württemberg division of the ADAC wished to modernise and redesign its branch offices. The Waiblingen branch, which recently moved to new premises and expanded to fit an approximately 270 square metre space, was chosen as a test model. This branch is visited by more than 25,000 customers a year and is one of the largest ADAC branch offices in the southern German state of Baden-Württemberg.


The aim was to design a contemporary interior system with a modern and uncluttered feel. The system is designed in a way that takes the clearly defined functions of the space into account, and at the same time enables its implementation in different spaces. The new concept also needed to display a high degree of identification with the ADAC’s values and look, and position the club as a modern service provider with a long and proud tradition.

The design concept translated these requirements using a disciplined and lucid canon of materials, deliberate contrast between heavier and lighter elements and an integrated spatial solution.

The sales floor of the Waiblingen branch is almost a perfect square and is contained on three sides by walls. The space is divided up in such a way as to make the layout swiftly comprehensible: the two main focal points, the member service area and the travel bureau, are in prominent position along the two side walls, while the back wall and central area are reserved for product presentation.

Along the side walls, a continuous storage system stretching from floor to ceiling supports the impression of a compact space and gives it a homogenous frame. A horizontal band of shelving running at eye level gives an additional accent to the pale grey, laminated cabinets, and affords customer-relevant information such as travel catalogues or touring maps a stylish means of presentation. The band broadens towards the presentation area for child safety seats and vehicle accessories on the rear wall.

The centre of the room is characterised by two freestanding shelving units, designed to hold maps and books. These elements are enhanced by two additional compact display units. Taken in their entirety, the different heights and lengths of these elements create a topographical landscape, thereby directing the viewer’s gaze, separating areas and generating different vistas. The heaviness inherent in the massive shelving units is lightened by their detachment from the ground. All shelving and display elements have been given an oak veneer finish, and are designed as a frame to capture the products and information on display. In this way, product presentation always appears tidy and ordered, even with such a heterogeneous range of products.

The information desks, at which customers can receive individual help, are striking, white, almost sculptural forms. The travel bureau and member service area are differentiated by the different forms of the fitted elements. The travel area comprises of large, inviting desks with seating for two customers at each position. The desks, whose shape is reminiscent of flying, are prominent points of reference for the customer and offer sufficient space for providing confidential help within the public space.

The member service area, in contrast, features a long counter. Here it is crucial that many transactions can be handled quickly at peak times. Customer advisors sit at an elevated level so as to make the barrier to the customer as small as possible, yet as clear as necessary. An additional service table for informal and confidential consultations completes the range of fitted elements.

The clarity of the room is further accentuated by a large-format, grey ceramic tile floor. Complementing the furniture, the different functional areas are marked by large, circular light islands executed in the ceiling. Their lightness forms an alluring contrast to the physicality of the fitted units. The materials and colours palette, which is strongly derived from the automobile club’s Corporate Design, is rounded off by elements in the traditional, yellow-orange ADAC corporate colour. This colour is only used as an accent colour and, in addition to its function as an identity carrier, also provides an additional level of spatial guidance.

The project was realised within a very short timeframe of six weeks in cooperation with Heikaus Raumgestaltung.

The new concept displays a high degree of identification with the ADAC’s values and look, and positions the club as a modern service provider with a long and proud tradition.

Facts & Figures

ADAC Würrtemberg
Fronackerstraße 16
Completed (2006)
Uwe Spoering
Store Concepts
  • Gunter Fleitz
  • Fabian Greiner
  • Peter Ippolito
  • Tim Lessmann
  • HEIKAUS Raumgestaltung GmbH