SAP – The impact of AI and technology


In the vibrant atmosphere of our capital city, fresh ideas come to light every day. SAP Labs Berlin, based in the new Heidestrasse neighbourhood, uses the vibrant energy of the Berlin ecosystem to demonstrate and constantly expand the fusion of technology and creativity. A characteristic that is typical of modern Berlin and should not be withheld from the public.

The mission was to visually present the location in the new neighbourhood and SAP’s role as a pioneer of advanced technologies and solutions.


As part of the Festival of Lights, SAP presented an artistic still image projection on the large office facade in Europa City.

The visual idea: a work of light art that takes up Michelangelo’s “The Creation of Adam” from the ceiling fresco of the Sistine Chapel. The index fingers of man and God reaching out to each other? But no, it is not the hand of God. Is it the hand of a machine? Or the hand of an artificial intelligence? The two hands are surrounded by a play of colours reminiscent of the patterns on a hard drive or the representation of data streams. An illumination that looks very futuristic. It skilfully raises the big questions of our time: What is man and how does he differ from machines? Will the singularity, in which the relationship between man and machine is reversed, be our future? Light art that inspires and impresses in times of artificial intelligence, quantum computers and brain interfaces.

The aim of this artwork is to create a new interpretation that visualises the influence of AI and technology on the way we work. It symbolises the connection between humans and technology in today’s society.

Success: Brand mission accomplished!

Hundreds of thousands of visitors marvelled at the impressive staging on the SAP office facade in Europa City.

SAP’s involvement was accompanied by many social media activities and promotion in the Festival of Lights Multi Media Channel with its billion-strong reach.

SAP Labs Berlin