Connecting the Dots

Beiersdorf’s employees were actively involved in the design of the new corporate headquarters from the very start – as well as in the naming of the buildings. The winning concept – The way we C.A.R.E. – is firmly rooted in Beiersdorf’s corporate strategy and values. It supports a sense of belonging and provides orientation for employees and visitors alike. The campus is composed of the following buildings: C.ONNECT, A.CTION, R.OOTS, E.MPOWER, X.PLORE (the latter is still under construction). C.ONNECT forms the centrepiece of the campus and serves as a bridge to the other buildings. It is the place where cooperation and innovation take centre stage, and this is where our guidance system was implemented.

The orientation signs with their rounded corners pick up on the dynamics of the space. Pictograms designed by Studio BR, which act as a universal language to guide the way, emphasise Beiersdorf’s pioneering role in New Work and diversity. On the white storey panels, a small sign with a blue marker shows your current position. The panels give the impression of floating against the wall and of being as light and transparent as the architecture of the building.

Different patterns of dots are applied to the floor. The signage system thus picks up on the shapes and elements of the interior design: Dotted and circular shapes can be found throughout the building, for example in the alcoves, the oblong niches, the acoustic panels and furniture. The dots provide graphical zoning and establish connections between corridors and room sections. In this way a visual flow is created as you walk past. Dots connect to form lines, symbolising movement, agility and the big picture: Connecting the dots one step at a time.