Sharp focus

When a company undergoes a major rebranding exercise, it's only natural that this should follow through to office fit-outs. But ensuring the branding is not lost in translation can pose the biggest challenge for the design team.

The Bangkok headquarters of IT giant Hewlett-Packard needed to reinforce the bold new company image generated by a worldwide rebranding programme. Project director Kristina Zanic of Design Worldwide Partnership (dwp) says the corporation has positioned itself as a progressive, highly inventive company that is right on top of its game in terms of technology and new developments.

"HP's new visual communication strategy is based on the concept of colour on white," Zanic says. "The new branding positions a large white cross sign alongside a very colourful, graphic palette. We wanted to bring that wow factor into the office."

Zanic says the reception area was conceived as a simple, white and grey space, with bold colour accents introduced through furnishings and wall graphics.

"HP's new campaign features a great variety of different graphics and images, ranging from photographic displays to cartoon-like images. We have used these throughout the interior. In the reception area, we also added a colourful striped rug and bright red chairs that have a distinctive, sculptural look."

Zanic says dwp chose to play up the semi-industrial look created by the open ceiling, which exposes ducting and lighting services. These have all been painted white, along with new suspended ceilings that have flowing, curved shapes which echo the curve of a large wall behind the reception desk. The flowing lines of the suspended ceilings also help to define the circulation areas.

In addition, there are other textural elements that highlight the industrial look. The wall behind the reception desk features white-painted corrugated iron, while the front of the counter is polished stainless steel. Another textured white wall runs behind a series of glass-walled meeting rooms near reception.

Lighting has also been used for dramatic impact throughout the fit-out. Blue fluorescent lighting along the base of the counter and around columns enhances the cool, industrial look. Elsewhere spotlights highlight wall graphics, while decorative, bare bulbs bring a playful look to the staff pantry.

Zanic says natural light was a key design consideration. The reception area was positioned to maximise both the light and the view across a central city park. Glass walls and large glass swivel doors allow light to penetrate into the office space.

Flexibility was another consideration in the space planning. As the office is used as a training facility, a central meeting area can be used for presentations and functions, or partitioned by operable doors to create three separate meeting spaces.

Workstations are also designed to be easily reconfigured or regrouped as needed.

"The workstation design was predetermined," says Zanic. "However, by introducing bold colours, such as orange and lime green, to the dividing screens, we were able to create a more vibrant work space."

Coloured and frosted glass further enlivens the interior, with meeting rooms identified by the signs of the zodiac imprinted on the glass doors. A semicircular staff pantry is walled by coloured glass, which creates a sense of transparency while still providing separation from the work area. White tables and chairs continue the crisp, clean lines evident throughout the interior.

The shapes of meeting rooms and circulation areas were also designed to enhance the visual experience. Rather than provide predictable rectangular-shaped spaces, Zanic introduced angled walls as well as curves.

"The building itself is a little unusual, in that is a large rectangle with the corners cut away. By subtly altering the shapes of the rooms, we have created a much more dynamic interior that better reflects the progressive, innovative nature of the company," she says.

Story by: Trendsideas