MENZEL ELEKTROMOTOREN GmbH

INDUSTRIAL MOTOR TECHNOLOGY SINCE 1927
BACKGROUND

Menzel-Elektromotoren is a global supplier of Electric motors. It was founded in 1927 in Berlin where it still resides and operates to this day as a family owned independent company. Panorama Boutique created a High-end Virtual tour for their website and a second tour for Google Maps with the aim to boost their visibility in the platform. The tour concentrates on one of the buildings within the company's headquarters in Moabit, Berlin. This structure contains their Load Test Facility, a state-of the-art Paint Shop, storage and an area where engines are prepared for shipping.
The Virtual tour's objective is to accurately convey certain attributes of Menzel Elektromotoren which makes the company attractive to its customers around the world: Their first-class product quality, the variety and sizes of motors in their stock, the full load test field which is used for internal and external motor tests and their new Paint-shop.

PHOTOGRAPHIC APPROACH

The tour paints an overall picture of one of Menzel Elektromotoren warehouses in Berlin. Strategically we took photographs in a way that each panorama tells a story in itself.
The Paint Cabin panorama, places the visitor at the side of a recently painted motor. MENZEL has recently invested in this state-of-the-art paint cabin in order to improve quality and productivity. Here the motors are treated in order to meet stringent demands with regard to corrosion protection and aesthetics, In the photograph we can see a 3 phase squirrel cage induction motor ready to leave the cabin on the same day of painting and another motor already in line to go through the same process. This photo was taken low in order to emphasise the size of the motor in relation to the scale of the cabin. Also to put an incentive on the user to look up and discover the crane that serves the space.
The stock storage photo was taken using a 3 meter high pole, and thus raising the position of the viewer above the wall of stacked motors. We tried several versions of this image, axial, asymmetrical, from the middle of the space and the chosen one standing at 3 quarters of the way to one of the ends. This photo is an example of the close collaboration between the photographer and the client. After assessing the "sketch" images we decided to move some engines into specific positions, a task that was not easy given the weight and the size of the objects that we re-organised. This effort paid off as the image shows.

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