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Soho 3Q WuJiaoChangShanghai, 2018

Energy Transfer: A Graphic Language for the Particular Dynamism of a Coworking Space.

Expertises

Soho 3Q WuJiaoChang

For China’s millennials, the country’s largest demographic by far, coworking spaces such as SOHO 3Q WuJiaoChang are work environments for new encounters – places to meet interesting people and create new things. They are a way to come into contact with other talented people, mavericks, movers and doers, who just might become your next coworkers or business partners. Our transformation of a Shanghai department store from the 1980s makes a stimulating contribution to this subject – and with it, to the future of the work environment. The client commissioning this project was SOHO China, the country’s largest private real estate developer, which has already made a name for itself with its spectacular construction projects.

1
Developing a brand into spatial communication
2
Individual floors become havens with unique identities
3
Design language for a mobile target group
4
Facts & Figures
5
Awards & Publications

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.

Each level is dedicated to a well-known figure, who effected a revolutionary change of perception in their field of endeavour.

SOHO China Ltd. Soho 3Q WuJiaoChang l3 1

SOHO China Ltd. Soho 3Q WuJiaoChang l3 2

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.

SOHO China Ltd. Soho 3Q WuJiaoChang l5 1

SOHO China Ltd. Soho 3Q WuJiaoChang l5 2

The exchange of ideas, a community of like-minded people and a differentiated spatial offering are superimposed in a playful manner in the graphic language. They transport the atmosphere and energy that characterise the coworking experience at SOHO 3Q.

SOHO China Ltd. Soho 3Q WuJiaoChang l8 1

SOHO China Ltd. Soho 3Q WuJiaoChang l8 2

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.