Looking into the Future

Expertises

Beiersdorf 360° Campus Experience

Beiersdorf AG moved into its new premises at the Beiersdorf Campus in autumn 2023. We were invited to design the office areas, the staff restaurant and the wayfinding system for the 37,000 m² corporate headquarters designed by Hadi Teherani. Beiersdorf used the move as an opportunity for cultural transformation: The skincare company is bringing the buzzword New Work to life in the heart of Hamburg, simplifying interdisciplinary collaboration and working on innovations in global teams. For Beiersdorf, New Work means maximum freedom of choice for all its employees – each day, they are free to decide where and how they can work best.

Beiersdorf employed an extensive change process to accompany its transition to New Work and to bring about the far-reaching changes needed to implement this new culture. Employees were brought on board throughout the five-year planning and construction phase. One component we developed to aid this process was a 360° Experience of the new work world.

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Building blocks for the change process
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From 3D to VR
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Facts & Figures

Building blocks for the change process

For us and for our client, one thing was clear from the start: Transforming a work culture takes time and sensitivity. Recognising this, Beiersdorf chose to involve its workforce from an early stage, believing that the doors to the new work world should not only open to employees once the new building was completed. Employee surveys, workshops, consultation hours, construction site tours and a two-day New Work Festival were all organised in advance. Participation was key to success – and this included making it possible to experience the new premises from an early stage. We developed and implemented a concept for a virtual platform in which selected areas in the new C.ONNECT building were entirely recreated in 3D. In addition to the virtual exploration tour, the 360° Experience also contains gamification elements, including a short quiz. Thereby initiating appropriation processes and conveying information in a playful way.

Beiersdorf AG Beiersdorf 360° Campus Experience l1

Beiersdorf AG Beiersdorf 360° Campus Experience l2 1

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Beiersdorf AG Beiersdorf 360° Campus Experience l3

From 3D to VR

The platform was rolled out over a two-year period and new functions were added in five releases. In the first phase, the 360° Experience was available as a web application on the intranet from November 2021. To enhance the spatial impression, the 3D simulation was then developed into a real virtual reality environment. Interested parties could go on a virtual journey using VR glasses at, for example, company events or the NWX23 Festival.
With the 360° Experience, Beiersdorf transformed its future work worlds into environments that could be virtually experienced long before the physical campus was completed. In this way we provided an important impetus for holistic change management.