PUBLICIS GROUPE/ transnational advertising-communications holding
Client: ZAO “DMB&B”/ PUBLICIS GROUPE/
Location: “Bolshevik”, Leningradskiy lane, 15, Moscow Russia.
Project area: 6500 m²
Status: Completed 2015
Photos: Alexey Kniazev
Chief architects: Boris Voskoboynikov
Creative/design group: Boris Voskoboynikov, Maria Akhremenkova
Graphic Design: Yulia Dorokhina
Architectural Supervision: Olga Ivleva, Sergey Kurepin.
General Constructor: Atitoka
Project Management : Cushman & Wakefield
Customer side project management: Ekaterina Afanasieva, Tatiana Shumulikhina.
Lightning: "Spector Lab"
PUBLICIS GROUPE– is a French transnational advertising-communications holding. The third biggest in the world and the biggest one in Europe. It works in Russia since 1990 and is represented by media-groups: Starcom MediaVest Group Russia (Starcom and MediaVest agencies), ZenithOptimedia Group Russia (Zenith and Optimedia agencies), media-branding and consulting platform VivaKi; creative agencies Leo Burnett, Publicis, Saatchi&Saatchi, and the internal division Re:Sources Russia.
In 2013 the management of the PUBLICIS GROUPE holding had initiated the consolidation of all its companies ingressed under the one roof – in the business center “Bolshevik”, the building of a former confectionary plant. Within this project, VOX Architects studio had designed the interiors for several companies – members of the holding.
The main functional area of PUBLICIS GROUPE – is the unifying floor. This is the place, where the employees of different holding’s divisions meet, hold the conferences, take part in negotiations; this area can be exploited by any company individually, as this is the place, where the largest transforming conference-hall is situated.
Boris Voskoboynikov team - VOX Architects – is experienced in creating interiors for this type of companies. The architects’ portfolio includes the office interior projects for: BBDO GROUP, major united holding AFISHA-RAMBLER-SUP-media, advertising agencies SAATCHI & SAATCHI, LEO BURNETT, RO RE, E:MG, IMAGENCY etc.
It this particular case, when developing the project for PUBLICIS GROUPE, architects had faced and interesting challenge. There was no expressive brand-book language, as it was in LEO BURNETT project - working with it, generally, is easy and the main aim is not “to garbage” the space; There were no vivid intentions from SAATCHI & SAATCHI art-directors, that each time grant the architects freedom to create somewhat new , extraordinary. The PUBLICIS GROUPE interior was to be created as neutral as possible: holding combines the agencies, that differ in the mood, brand identity and ideologically. In the same time, the challenge was forced by the condition to give the space capability to be personalized. In dependence of the current situation, conferences or negotiations held, the capability to bring in the signs of corporate identity
The VOX Architects team found the laconic solution and created ART LIGHT COLOR concept.
The COLOR. The main brand colors were identified from the brand-book of each holding’s company. Brand colors were sublimated into the lines, which entangle the area, like threads, changing the material of the surfaces, uniting ideologically all PUBLICIS GROUPE brands in one space.
The LIGHT COLOR. Special lightning surfaces are used in the project, they form the structure, that unites the area. Lighting surfaces are managed by the special system that regulates the brightness of the light and tunes up any color. The space that has the white neutral light surface in customary mode is able to be changed dramatically due to the variation of light flow. Moreover, there is a possibility to diversify color of light in different areas. This method allows personalizing the space and making it unique!
The ART. The authors were inspired by the creations of light artist James Turrell, famous for his experiments with color light, dipping the audience into realities of pure empiric experience. This time, the spectators and, moreover, participants, are the employees and guests of the holding.
Harmonious graphical rhythm of the main artistic touches is replenished in contrast by the reception desk at the entrance and the bar in Cafe. These ordinary parallelepipeds from corian are led one-o-one together, expressly shifted. The seats and plenty planes of the tops are made functionally. The objects are created as sculptures, which became an independent isle of the office landscape.