Linzer with "fairy dust"

The Linzers’ motto: “Either clever or not at all”

The exhibition at the House of Digitalization in Tulln also features the expertise of Responsive Spaces - here founder Markus Pargfrieder - as well as the interactive steelworks at the Primetals stand.(Bild: Krone KREATIV/Markus Wenzel, Florian Voggeneder, Responsive Spaces, Krone KREATIV)

"We give stories space", promises the twelve-strong Responsive Spaces team on its homepage. The Linz-based company helps companies to stage brands and products in worlds of experience, showrooms and foyers. "We sprinkle fairy dust," says founder Markus Pargfrieder.

"We look for the feeling of something special, we sprinkle the fairy dust that makes eyes light up like children," says Markus Pargfrieder when the 45-year-old is asked what Responsive Spaces GmbH, which he founded, does.

"Either clever or not at all"
The colors black and white dominate the office of the studio for creative technologies in the Tabakfabrik in Linz. "Deliberately reduced" is what Pargfrieder calls this style, who has a clear black and white motto with his team - namely: "Either clever or not at all." In other words: the permanent staging of brands and products in showrooms, foyers and worlds of experience must deliver a wow effect, otherwise it's better to leave it alone.

Thanks to the Linzers, popcorns can fly on the wave in front of the movie theater.(Bild: Eyup Kus)

There are already plenty of examples of what the Linzers do: from the wave-shaped installation in front of a Cineplexx cinema in Vienna to an interactive steelwork for the Primetals trade fair stand and an exhibition in the House of Digitization in Tulln.

Outside the standard channels
"We are very technology-savvy, but outside the standard channels," explains Pargfrieder, who spun off his former department after more than 18 years at Netural, a specialist for digital services, and launched Responsive Spaces.

Drop in turnover of 92 percent during the pandemic
In the beginning, the focus was on trade fair stands, but this is now a marginal topic. The coronavirus pandemic has changed a lot here: "We had a 92% drop in sales in the first few months. 2021 was also difficult," says Pargfrieder. The strategic realignment and the entry of Kraftwerk Living Technologies from Wels turned the tide.