Exposure concept based on the coloured pipes of Berlin

One of the first things people notice when they visit Berlin for the first time are the blue and pink coloured external tubes running through the the entire city. They are vividly present in the landscape of the city, not only in more modern Prenzlauer Berg or Kreuzberg, but also meandering through the historical sights in Mitte. They look like a piece of modern art or peculiar landmarks. And this was also the inspiration for this exposure concept. Coloured pipes can expose the central brand colour of the cycle highway network and when they are positioned at strategic locations (like intersections) the can be a highly visible landmark that brings potential users (f.i. car drivers) in touch with the mobility product. 

Actually, the coloured pipes of Berlin have a different function. They serve to pump water from the ground and transport it to the canals, allowing to "drain the swamp" on which Berlin was build.  Without the pipes the basements of the city will not stay dry and urban works would be very difficult.  The groundwater in Berlin is just two meters under the city’s surface.