Publicis Groupe Workplace
Our challenge was to design an experiential signage, wayfinding and placemaking system that would help retain and connect the unique identity of each business by bringing the DNA of Publicis to life.
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Publicis Groupe Workplace
Transforming adaptability
When Publicis Groupe made the unprecedented decision to bring all its Sydney businesses under one roof we adapted their DNA in the most daring and unexpected of ways, bringing staff from every business together in one strong community. Our approach extends Publicis' belief in the alchemy of creativity, technology and intelligent adaptability into the lived experience of the workplace.
A true workplace of the future
Recognising that its value as a leading advertising company lies in its talent, Publicis Groupe made the unprecedented decision to bring all its Sydney businesses under one creative headquarters. Designed by Bates Smart and purpose-built for Publicis, it’s a forward-thinking, agile and flexible space where 17 marketing, communications and digital transformation agencies can share resources in a building tailor-made to grow and adapt with them: a true workplace of the future. Our challenge was to design an experiential signage, wayfinding and placemaking system that would help retain and connect the unique identity of each business by bringing the DNA of Publicis to life.
High-tech idea, lo-fi aesthetic
To humanise such a high-tech idea, we embraced a refined lo-fi aesthetic. Assemblages of over-scaled signage are framed in sophisticated joinery—always leaning, never fixed—to reinforce the narrative of adaptivity and change in a provocative wayfinding system. By mirroring the materiality, pattern and colour of Bates Smart’s detailed interiors in visible and effective travel paths – such as extending the timber handrails into signage frames – we helped harmonise this system within the built environment. Adaptive placemaking takes form in a reflective installation. Sleek infinity mirrors line the lobby entrance walls, capturing the ever-changing street activity, movement of staff and clients, and the light of the spectacular atrium while spelling Publicis in abstract forms – the Adaptive Gene in full motion.
Adapting workplace DNA
Alongside local artists, we helped every agency express themselves within the building by designing each a unique graphic element: their own ‘shopfront’ along the ‘high street’. When used across breakout spaces and the entrance portal to each business: it’s an introduction to be experienced rather than told. Our highly collaborative design process on this project has created a provocative signage and wayfinding system that is immersive, innovative and elegant – bringing staff from every business together in one strong community.
We introduced finely crafted moments onto Bate Smart's architecture, using similar materiality to integrate our signage while creating contrast with serendipitous gestures. And scattered wayfinding moments throughout the building in highly detailed, whimsical pieces of joinery: the finishing touch of jewellery to complete the architect's perfect outfit.
