ADAC in Pforzheim

The dependance in a new light.

The Mission

The challenge was to completely redesign the existing 320-square-meter ADAC branch in Pforzheim, transforming it into an inviting and captivating hub for travelers. The goal was to create a space where visitors feel inspired to research destinations near and far—a place to gather information and truly linger.

For members and motorists alike, the new design offers a warm invitation to explore. Within this bright, sophisticated ambiance, customers can browse through travel guides and maps, discover essential travel accessories, and receive expert advice on a wide range of insurance services. It is an environment that balances the excitement of a new journey with the professional reliability of the ADAC brand.

The Challenge

In an era where travelers are inundated with online information, the primary goal was to entice both current and prospective members into the ADAC branch for a personalized, face-to-face consultation. We aimed to pique a unique interest by creating visual incentives and a tangible atmosphere that can only be experienced on-site.

The design offers a level of personal service that no website or travel forum can replicate. At the same time, maintaining high brand recognition was paramount. The branch was designed to be instantly identifiable as an ADAC location, ensuring it stands out as a focused and familiar landmark, even from a distance.

The Solution

The design solution centers on transparency, natural materials, and an abundance of light to create a true sense of well-being. By relocating the iconic yellow entrance to the front of the building—monumentally framed within a soaring glass facade—we created an inviting portal for travel enthusiasts.

The centerpiece of the space is an impressive, seven-meter-long floor-to-ceiling ‘living wall.’ This vertical garden serves as a striking eye-catcher from both the interior and exterior. The interior aesthetic is harmonious and uncluttered; the combination of lush greenery, light oak, gray textile flooring, and sleek white furnishings provides a unique sense of warmth and comfort.

A fluid yet structured layout allows visitors to intuitively navigate their way to the topics that interest them. Large ‘island’ tables, paired with colorful pouf seating, invite guests to browse through travel guides at their leisure. Positioned directly in the line of sight are the service counters for travel, information, and membership, featuring four dedicated consultation stations. In a move toward modern openness, the administrative and management offices are not walled off, but remain visually connected to the sales floor via glass partitions—an inviting solution for both customers and staff. Since late September 2022, the Pforzheim branch has been inspiring a fresh, pure desire to travel.

About ADAC

As Europe’s largest automobile club, the ADAC is dedicated to representing the interests of motorists, promoting road safety, and advancing the future of mobility. The club provides its members with an extensive range of premium services, including 24/7 roadside assistance, curated travel services, specialized insurance, and comprehensive transit information. Furthermore, the ADAC is a key player in research, motorsport, and policy advocacy, championing the cause of safe, sustainable, and modern mobility.”