Developing a brand into spatial communication
The exchange of ideas, a community of like-minded people and numerous opportunities for spatial interaction are the three main factors that serve as a blueprint for the communication and graphic design of this coworking space in the heart of Shanghai. They transport the atmosphere and energy that characterise the coworking experience at SOHO 3Q. The result is a deliberately vibrant and colourful design with a graphic language that refers to elements of the SOHO brand identity. The circular 3Q logo and the striking orange, in particular, have an inspiring effect. The visual graphic language, displayed in prominent places all over the building, plays on carpets, wall surfaces and groups of images in a multifaceted way, as well as on the iconic, central spiral staircase that connects all the floors.
Individual floors become havens with unique identities
Each of the five floors has been assigned a unique colour code to ensure optimum orientation throughout the building. Selected ‘great minds’, who have effected revolutionary change in their particular field of endeavour, were chosen as an additional means of differentiation: Portraits of Ieoh Ming Pei, Steve Jobs, Marie Curie, Albert Einstein and Thomas Edison grace the walls and give ‘their floor’ its unique identity. The five floors thereby become havens for your personal vocational ambitions, each example serving as inspiration for China’s emerging talents, mavericks and disruptors of tomorrow.
Design language for a mobile target group
The design language and communication mirror the energy of the coworking space: terrazzo floors, open ceilings and wooden surfaces teamed with bold colours create an inspiring yet cosy atmosphere. Motivational quotes from the ‘great minds’ decorate the walls next to the conference rooms and entrances, as well as large-format posters of their images. Their rough grid layout makes a stylised poster impression, appearing modern, yet unpolished: an excellent fit for a target group that’s always on the go.