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Beiersdorf AG Beiersdorf Campus
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Beiersdorf CampusHamburg, 2018–2023

Caring is Sharing!

Beiersdorf Campus

Dynamic working requires dialogue and encounters – rooms that enable flexibility as well as intermediate spaces. Understanding the office as a space of potential and designing these exciting interfaces is not only important to us, but also to Beiersdorf, for whom we developed a global workplace strategy in close collaboration with company employees. The new campus at the company’s headquarters in Hamburg demonstrates what distinguishes this identity-forming workplace of the future: Firmly anchored in the corporate purpose ‘Care Beyond Skin’, the focus is on the well-being of each individual, so they can develop their full potential in interdisciplinary teams. A diverse range of room configurations and formats supports this realignment with agile work practices. Because we have created places that enable unplanned encounters.

Beiersdorf AG Beiersdorf Campus  Community building and co-working

Community building and co-working

Communication, collaboration, concentration and contemplation: Providing the optimum environment for the respective activity was the overriding goal that Beiersdorf was committed to achieve. Working on the basis that flexibility and functionality are equally important, and that collaboration and sharing are key, but at the same time that space is allowed for individual freedom and different work styles, a value-based philosophy was drawn up that now forms the basis of the new global workplace strategy and the design of the Hamburg campus.

 

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In essence, this means that a choreographed canon of room modules for focussed work and retreat, discreet and informal conversations while sitting or standing, concentrated contemplation while lying down, small workshops and big presentations, and even for spontaneous meetings and co-working situations is found throughout the new building – creating an intelligent landscape with a high level of offerings with which employees can identify. The company’s values are given a spatial context with a natural confidence on the six floors: The topic ‘care’ is not only understood as skincare, but also as interpersonal relationships, a culture of respect and care for the environment and for society.

 

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Context

We are going to change!

Change-Management-Prozesse bei Beiersdorf
Beiersdorf AG Beiersdorf Campus  l8  We are going to change!

Valuable communication levels

This is first evident on the entrance level: In the Working Café and Campus Restaurant, every employee is welcomed with a grand gesture. Functioning as the centrepiece of the campus, a transparent and lively community space has been created on the ground floor, which can be used as an extended workplace at any time of day.

 

Beiersdorf AG Beiersdorf Campus  Valuable communication levels
[Translate to English:] Beiersdorf AG Beiersdorf Campus  l9
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The Collaboration Hub on the first floor is also available to all campus employees. The floor plan, which is networked with other buildings, serves as an agile interaction zone with a variety of formats and spaces that are just as dynamic as the collaborative exchange that takes place here. The levels above form the Office, which also accommodates different working styles in a wide spectrum of spatial settings.

 

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Context

Form follows User

Employee-centered Design bei Beiersdorf
Beiersdorf AG Beiersdorf Campus  l14  Form follows User
Beiersdorf AG Beiersdorf Campus  Balancing identity and agility2

Balancing identity and agility

Beiersdorf AG Beiersdorf Campus  Balancing identity and agility1

In order to create strong, value-added identification motifs in the 51,000 square-metre space, which each employee can adopt at will, we focused on flexible design in addition to adaptable communication and collaboration formats. This means that the whole space from floor to ceiling can be utilised in an agile way and be changed with minimum effort: Textile curtains can be opened or closed as required, acoustic partition walls can be moved, green, modular room dividers can be relocated, and furniture configurations changed. Even carpet tiles can be easily replaced, the wayfinding system on the ceiling rearranged, and the closed room modules repositioned. Depending on the situation, each area can therefore take on a new form whenever needed. Thus the 140 metre-long corridor, which runs through the building like a highline, is transformed from a classic access area into a spontaneous meeting zone, turning the act of coming together into a valuable experience.

 

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Innovation at the interfaces

What is more, different conference areas within the headquarters have their own unique atmosphere, making them memorable places that engender intuitive orientation: for example, experimental interaction zones such as the Garden of Creativity or the Playground, workshop-like spaces such as Under Construction and In the Clouds, communicative places like the Stage and the Power Station as a central café, hybrid-use areas such as the Urban Labs or the large Conference City Blocks.

 

Beiersdorf AG Beiersdorf Campus  Innovation at the interfaces
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On the first floor, they not only form identity-forming spaces, but are also characterised by innovative forms of communicative working. What was originally intended as a traditional conference floor is now a cooperative platform that can be used individually – sitting, standing or even lying down; alone, in small groups or in larger teams.

 

[Translate to English:] Beiersdorf AG Beiersdorf Campus  l17 2
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Beiersdorf AG Beiersdorf Campus  Well-being that is more than skin deep

Well-being that is more than skin deep

In order to bring Beiersdorf’s corporate values – care, simplicity, courage and trust – to life not only in the new work philosophy, but also in the interior design, we focussed on using natural materials and plants, a pleasant feel, simple geometries and the central motif of skin. As a key design element, various shades of skin colour are found in the interior design, contrasting boldly with the corporate colours of blue and white. In various nuances, densities and overlays, these colours characterise the respective areas and create a pleasantly warm atmosphere in combination with the carpeting, wood, textile and solid surface materials.

 

Between the colourfully accentuated slatted ceiling, expansive signposting and dynamically laid flooring, a rhythmic landscape of high-quality spaces is created that expresses identity, appreciation, innovation, change and encounters in their most enticing forms.

 

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Plans

Floor plans
 [Translate to English:] C.ONNECT – Level 0: Working Café & Restaurant
 [Translate to English:] C.ONNECT – Level 2: Collaboration Hub
 [Translate to English:] C.ONNECT – Level 6: Team Neighborhoods

Facts & Figures

Client
Beiersdorf AG
Status
Completed (2023)
Team
  • Kostis Benning
  • Michael Bertram
  • Kerstin El-Khawad
  • Gunter Fleitz
  • Dina Hool
  • Pilar Huerta
  • Leticia Hutchings
  • Peter Ippolito
  • Christian Kirschenmann
  • Tim Lessmann
  • Corinna Lüddecke
  • Eleonora Mannisi
  • Maria Carmela Padol
  • Bartlomiej Pluskota
  • Katja-Lisette Seger
  • Eylül Özyar
Partner
  • Hadi Teherani, Architecture
  • Lichtwerke GmbH Köln, Lighting Design
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