When it comes to TBWA HAKUHODO’s office in Guangzhou, M Moser Associates have created a dynamic work environment that reflects the values and identity of the brand culture while promoting a relaxed environment that bring out the best in people.
12 August, 2022
As the world around us is constantly evolving at an increasing pace and the traditional role of an office is diminishing, the future of the office calls for more flexible and adaptable workspaces with a strong identity and a unique sense of space. With that in mind, the motto of ‘Work Hard, Play Harder’ seems quite adequate when it comes to the TBWA HAKUHODO office in Guangzhou, where the fun design of the space (think: giant ceiling feature lights, rest cabins, hanging chairs and arcade/vending machines) seeks to breed creativity and a sense of belonging for employees.
“TBWA HAKUHODO Guangzhou is an innovative lab for adventurous, unique and creative advertisers. We have designed an office with playful, futuristic and digital elements for such a community to boost inspiration, strengthen connection and refresh ideas. By using a deep ocean blue as a primary colour and allowing diverse materials and textures to collide within the space, a bold visual impact is created alongside a ‘disruption experience’ to encourage people to think outside of the box and nurture collaboration and great ideas,” explains Karen Ng, Director of M Moser Associates.
Ng continues, “The project took five months in total to complete from conception. By using the Integrated Project Delivery (IPD), we started by understanding the client’s needs, user behaviours and work patterns within a series of workplace studies. The knowledge gained was then used to develop the workplace strategy planning and interior design, including engineering and construction matters”. The result is a successful bespoke showstopper that encourages users to come together and innovate, without an over-the-top effect.
While walking through the space, users can naturally get inspired by the imaginative lighting design and non-linear layout. The ‘Rock and Roll Community Center’ for example, provides a sense of openness and invites employees to meet both easily and informally for a meeting or have a chat. Such desk free and flexible workspaces do not just provide the essential physical and social conditions for creativity, it also helps to foster productivity for the employees by paying attention to their wellness.
With the understanding that rest makes for the best creativity and innovation, rest cabins, which fit perfectly into the space, have been carved out at various spots in the office for people to easily take a break and disconnect. Alternatively, employees have the option to catch some fresh air with easy access to outdoor spaces. Ng furthers that such design considerations are a core approach for M Moser Associates as “we design and deliver workplace environments that bring out the best in people. Their health, happiness, and ability to do great work enable organisations to nimbly transform in an ever-challenging world.”
With regards to challenging site conditions for TBWA HAKUHODO Guangzhou, Ng explained that “where design features penetrating spaces and rooms would cause acoustical issues, the construction and engineering team worked together to resolve the issues and monitored the site progress closely to ensure the design was executed with quality workmanship.”
The whole of the design speaks of exceptional quality and attention to detail that bears the mark of careful consideration and thorough understanding of client and context. Going to work may not always be the most enjoyable task, but this futuristic office space where human-centric design remains strong serves to make the work environment more exciting to be in.
M Moser Associates
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