SWR, the public broadcaster in the state of Rhineland-Palatinate in Germany, has launched a new virtual set for its news programming.

“With the clear design, SWR Aktuell Rheinland-Pfalz will not only be very recognizable on television, but also on the various platforms”, says Ulla Fiebig from SWR.

“Modern television news also needs an environment that optically reflects this,” said Michael Ellermann, editor-in-chief of SWR Aktuell.

“Our new studio finally gives us the space to present the news of the day better and more clearly. Of course, the most important thing for us is the reliable news offers from Rhineland-Palatinate, but the packaging must also be right. This is one more step for SWR television towards a contemporary offer of information, service and entertainment. Our studio is now brighter, more transparent, and looks much tidier.

Previously, SWR used a virtual setting with dark wood flooring and a view of the cityscape, with little architecture outside of the dramatic anchor office.

At the center of the revised Studio E in Mainz is a bright orange anchor table with a tapered base – reminiscent of an upside-down “A”, the network’s news icon.

“Many people meanwhile associate SWR Aktuell, its A-characteristic, petrol-colored world and red highlight bar, with a clear anchor for reliable information,” said Werner Pastula, Head of Brand Management and of design at SWR.

“During our redesign, we focused on these elements, strengthened them and made sure that SWR Aktuell – regardless of platform – is without a doubt SWR Aktuell. In the new studio, this is ideally put implemented in conjunction with our major presenters.

The concrete texture accentuates the table top, mirroring the design of the floor. Concentric circles surround the anchor table transitioning to the virtual environment.

From these arcing lines, curved virtual video displays can appear with slightly frosted illuminated footers.

Virtual portrait displays can also appear for debriefings with reporters and to add additional information to a story.

SWR notes that the design focuses the viewer’s attention on the story being presented and works across all platforms, creating an instantly recognizable connection to the broadcaster.

The new studio was designed in collaboration with SWR by Buero Cremers with Alpenblick developing the graphics and motion design inside the space. V-sion managed the integration of the social studio with Vizrt’s Viz Virtual Studio solution.

“Our main objective was to create a compact and flexible news space with all essential screen formats visually within reach of the central console. Thus, all news content can be presented in a dynamic and direct way, allowing for a multitude of free moderation positions,” Frank Cremers noted of the design concept.

Studio E features a three-camera Ross Furio ground camera system with Sony cameras and Autoscript prompters.

The design will roll out later this year at SWR’s office in Stuttgart, Germany, after the studio is upgraded with a new robotic camera system.