“Creativity needs an elusive dose of order and chaos, fixity and improvisation. The building contains the client’s current and future divisions; offering them platforms to interact, laboratories to invent, private rooms for meetings, and flexible environments for assembly and relaxation. It is a corporate theater where groups can emerge, disband, and regroup.”
The new headquarter design guides visitors through the intricacies of the Chinese advertising industry, while revealing the client’s unique integrated advertising services. The design unifies its corporate organization while promoting the flow of information and interaction between department groups.
A central void is carved at the front of the building acting as a spine for media and communal spaces. On upper floors, meeting spaces are positioned around the void, whose walls form a digital waterfall that flows into an open reception below. Flexible meeting areas are positioned by the void to reinforce the vertical link between other floors. A visual connection from the meeting space to the central void promotes employee solidarity rather than isolation; collaboration instead of opposition.
The new headquarter is easily branded and recognized from the exterior with light emitted from the vertical atrium. As visitors enter the building, they are presented with a gateway to the contemporary corporate brand with continuous flow of digitized information from the vertical LED walls.
- Client: Charm Communications
- Location: Beijing, China
- Project Area: 15,000 m2
- Program: Corporate Headquarter, Office
- Status: Proposal
- Project Team: Erik Amir, Dora Chi, Effi Meridor, Thomas Batzenschlager, Steven Zambrano Cascante, Mary Jane Kwan, Lee Ying Njoo