The employees’ canteen was and is a calling card of the SPIEGEL Group, reflecting its journalistic philosophy as much as its culture of dialogue – not least because of its prominent position in the building and its high visibility from the exterior. Nonetheless it is a space which looks inward, only accessible to SPIEGEL employees and their guests. That means it isn’t a “brand space” as such. The starting point for our deliberations was the characteristics of the space and of the building. The building distinguishes itself through its exposed position on the water and its modern architecture, expressed in the vertical interior space of the 14-storey atrium.