While office space is bound to shrink in the months and years ahead, it could well compensate with a higher level of standing and a stronger corporate identity to attract employees. Challenged by the pandemic, telecommuting, the economic crisis, and the rise of digital technology, the office is looking for its identity to become even more attractive. Customers and employees now need to immerse themselves quickly and effectively in the company's world when they enter the premises. Beyond the functional aspect and purely marketing-oriented decoration, how can art and the renewed vision of artists (re)interpret a mission, a story or values?
©️ Cover image: LinkedIn headquarters in New York.
American-style office branding. In 2015, the professional social network LinkedIn presented its expanded and renovated New York offices on the 28th floor of the iconic Empire State Building.
1. Office Branding: what is it?
The art of transforming offices to reflect a company's identity and culture is a growing trend. The concept originated in the United States in the 2000s, with Silicon Valley companies developing workspaces to attract coveted tech talent. By integrating various brand-related elements - frescoes, signage, logos, slogans, heritage elements, etc. - these companies set a new standard. The aim is to create inspiring, engaging spaces that foster creativity, collaboration and employee well-being. This trend has spread rapidly, influencing office design practices around the world. Post Covid, "office marketing" is being adopted by companies in all sectors to reinforce identity, enhance employer brand and encourage a return to the office. Offices are no longer simply places to work, but environments designed to attract and unite people around the group's values and mission. As Philippe Paré, Managing Director of the Gensler France agency, explains, "the expression of a company's brand is a highly effective lever for communicating its values and missions".
2. Architecture in dialogue with the environment
To celebrate its 75th anniversary, Le Monde and the group's other titles(Télérama, L'Obs, La Vie, Courrier international) are inaugurating their new head office. This futuristic project, designed by Norwegian architects Snohetta, was realized in collaboration with French architects SRA Architectes. The Salon de l'immobilier d'entreprise (SIMI) awarded Le Monde Group's new headquarters its Grand Prix 2020 for office space.
3. Thinking about brand heritage
Office branding conveys the essence of the brand through the design, layout and decoration of the office. Prior reflection on the brand, its codes, history and values is obviously necessary. Consulting employees at different levels and with different levels of seniority enables us to fully grasp the evolution of the corporate culture and translate it into a unique universe. Taking the company's heritage as a starting point also enables us to integrate elements that will anchor the company's identity in its premises for the long term: "What's interesting when you work on a brand is to start from the heritage. We're familiar with the present, and we design the future every day, but knowing where we come from seems just as fundamental to me. There's a notion of pedagogy and transmission. It forges a work culture and a corporate culture, which will always be beneficial, especially for new recruits", stresses Pierre-Olivier Pigeot, Partner - Managing Director at Saguez & Partners, in Workplace Magazine.
Companies with artistic and aesthetic work environments see a 32% reduction in staff turnover.
Source Gallup
At Etsy's head office, as in many office branding projects, the frescoes take up the brand's codes and colors to relay corporate messages, but also to promote signage in large premises with sometimes complex circulation patterns. The artists reinterpret the company's history, often in collaboration with employees beforehand.
4. Transforming the company's raw materials into works of art
Incorporating works made from recycled materials can reflect a company's commitment to sustainability. London artist Nik Gentry recycles computer diskettes to paint surprisingly realistic, futuristic portraits. His work is influenced by the development of consumerism, technology and cyberculture in society. He is particularly interested in technological media that have become obsolete. Nik Gentry also uses film, VHS cassettes and radio film. The metal circles of the floppy disks on which he paints often form the eye of the face depicted. Belgian artist Wim Delvoye, internationally renowned for transforming unused objects into spectacular works of art, could also revisit certain indutries. For his "Pneu" series, the artist skilfully cuts into the texture of the tire. The patterns are delicately organic and floral, inspired by the art nouveau style. The tire retains its original shape, but ends up looking more like chiselled metal or carved wood.
5. Offer an immersive experience
Office design also offers an immersive experience. Every element, from furniture to signage, contributes to creating a unique universe. Etsy's New York premises, for example, showcase craftsmanship and DIY, reflecting the company's sustainable development values. A process comparable to the creation of atmospheres in the hotel and retail industries. The aim is to transform offices into destinations where each space tells part of the company's story. At Etsy's New York headquarters, half of the 800 pieces of furniture, decorative objects and works of art spread over nine floors come from local workshops. The other half was created by the platform's sellers - in all, the work of 250 of them is represented. Lighting fixtures, armchairs, rugs, space dividers, picture frames... " People don't realize the diversity of objects online on Etsy," adds Dayna Isom Johnson, the brand's trends expert. Our aim, when we thought about this building, was to create a physical space that mirrors the website, to give it substance."
Bail Art Projects
Bail Art Projects installs works of art in relaxation areas, offices, gardens and company lobbies for :
- encouraging curiosity
- strengthening the employer brand
- convey CSR commitments
Leading art rental company since 2009, a team of professionals will accompany you:
- rental of works for temporary decoration
- customized projects for permanent decoration: murals and monumental works of art
- exhibitions to liven up your teams
🖥️ Discover Bail Art Projects corporate art projects
📞 +33(0)1 46 17 47 19
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