Kiubo
Positioning for Kiubo: Press relations for the first 1.5 years.
Building on Le Corbusier’s Maison Dom-Ino concept and other approaches, ÖWG Wohnbau, together with the Graz-based architecture firm Hofrichter-Ritter, developed the Kiubo system in a multi-year research project. The system was first presented at the 2021 Architecture Biennale under the theme “How will we live together?” At the same time, the first prototype was created — a single-story structure consisting of three modules.
Kiubo is a modular and sustainable building system composed of a terminal and individual modules, functioning much like a construction kit. It represents an entirely new way of living and building, offering complete flexibility. Kiubo enables the creation of living spaces that adapt to people’s lives — allowing them to be expanded, reduced, or relocated as needed.
Since October 2021, the first multi-story Kiubo residential building has stood in Graz, incorporating the modules from the original prototype. To facilitate further projects, Kiubo GmbH was founded in May 2022. Following an agency screening process, Reiter PR was commissioned in March 2022 to manage public and media relations for both the system and the newly established company, with the goal of introducing Kiubo to a broader audience.
The challenge was to introduce a completely new system and company to the media and raise awareness of them. The objective was to generate visibility not only in trade publications but also in consumer media, thereby reaching the wider public. Additionally, the campaign aimed to spark a broader conversation about the future of living.
Through PR and communication initiatives, the Kiubo system, the company, and its key messages were effectively positioned. In addition, 17 press releases highlighted awards, events, and the architects involved, while also addressing broader topics such as future living trends and sustainability in construction. Internal matters, such as a satisfaction survey and the further development of the Kiubo system, were also communicated externally through media channels.
The key to the campaign’s success lay in the regular production of content and in presenting the topic from multiple perspectives. Personal outreach to editors enabled on-site visits and interviews to be arranged, while new journalists with an interest in the subject were continuously identified and added to the media list. Over the first 1.5 years, Reiter PR established itself as a key contact on the topic of the future of living, with journalists proactively reaching out for information.
Journalists engaged with the Kiubo system, the company, and the question of the future of living. The response was very positive, as was the resulting media coverage. From the outset, we were able to achieve strong media presence and resonance. Shortly after each press release, visitor numbers to the website kiubo.eu also rose significantly, with an average dwell time of 2 minutes and 46 seconds.
