* DESIGN OF
THE YEAR 2010
When Asylum was asked to design the Shanghai office of Bartle Bogle Hegarty (BBH), the project brief was to create an exciting and inspiring workplace that could cater to the different and growing needs of the agency. Located in the heart of Shanghai, the 12,000 sq ft office had to represent the spirit of the creative agency with an interior that was edgy, conducive and tinged with fun.
Asylum began the design process by interviewing the client to “understand their DNA and the needs of their growing company”. Says Mr Lee, “It was important for us to have a view of the agency’s vision and ambition before we started our brainstorming. After that, we surveyed the site for its limitations and potential before formulating a brief. Because BBH is a global network, we wanted the Shanghai office to reflect the essence of the city so as to project a unique local voice.”
After the brainstorming sessions, several directions were conceived and further refined before Asylum finally presented two ideas to the client. Inspired by the hurried state of development that is Shanghai, Asylum wanted to design the BBH office as a catalyst for social commentary, with a raw, under-construction design language that echoed the city’s evolution juxtaposed with the creative surroundings.
The client loved the concept immediately as it was edgy, playful, creative and unique to Shanghai. They were also very receptive to the key proposal to remove one-third of the second floor to create a void that could connect two floors. This issue became the breakthrough moment of the project when the authorities gave permission to remove part of the floor on the second level so that the meeting rooms concept could be executed. Says Mr Lee, “Without approval from the authorities, we would definitely have had to change a big part of the concept.”
The resulting space combines unfinished wood with industrial elements such as raw concrete, exposed beams and fluorescent lights that synthesise with each other to emphasise the industrial rawness of the interior. Says Mr Lee, “We managed to hit all the key notes in BBH’s brief and delivered above their expectations.”
In stark contrast to the austere backdrop, strong, cheerful graphic prints bring a fresh touch to the space. Big, bold maps showing the locations of BBH’s international offices are splashed on cabinets to bring the work areas to life. The meeting rooms are designed to resemble a half torn-down house with different rooms themed to replicate parts of an actual home, from a kitchen to a child’s room and even a bathroom.
The inherent contrast between the bursts of colour and the severe backdrop serve to start a dialogue born from the design language, one that transforms the BBH office into a platform for social commentary. The end result is the physical manifestation of the BBH spirit, the expression of an agency that is essentially a creative incubator.
READ MOREABOUT THE DESIGNER
Chris Lee of Asylum is no stranger to the President’s Design Award, having clinched one in 2009 for Designer of the Year. This year, Asylum, the agency that he leads, is in the spotlight. With the deceptively simple goal of creating “simple ideas that touch the heart”, the agency works around the philosophy that
“all communication is driven by ideas, and original ideas must produce groundbreaking work that strikes a chord in people’s hearts”.
As a designer, Mr Lee has been active in design education and in guiding and motivating young designers. He says, “As the president of The Design Society, I am in a privileged position to promote design and influence the next generation of designers. I try to inspire young designers by showing that with hard work and a clear vision, we can realise our ambition of becoming one of the best creative companies in the world. I hope that our success internationally will give hope to aspiring designers.”
READ MOREDESIGNER
Asylum
Chris Lee, Creative Director
Cherin Tan, Interior Designer
Cara Ang, Design Director
Ng Chee Yong, Senior Designer
CLIENT
Bartle Bogle Hegarty (Shanghai)
Insights from the Recipient
Citation
Jury Citation
A setting not in the new Shanghai but embedded in the old city fabric provided the starting point for this building fit-out. The brief was to provide a new office for a creative agency that “was edgy, conducive to creativity and tinged with fun … and a catalyst for social commentary”. The resulting space has a raw and always-under-construction design language that echoes the city’s mood, which stands at ease with the creative surrounding.
The design combines an amusing and thoughtful commentary on the demolition of old Shanghai as a backdrop to the activities of the advertising agency. It is the state of flux experienced by the city that then becomes the metaphor for the nature of the agency’s activities.
The use of unfinished wood coupled with industrial elements such as raw concrete, exposed beams and fluorescent lights synthesise with one another to bring emphasis to the industrial rawness of the interior. The inherent differences between the bursts of colour and design in the austere backdrop serve to start a dialogue born from the design language, one that turns the Bartle Bogle Hegarty (Shanghai) office into a platform for social commentary.
VIEW JURORSNominator Citation
OFFICE MANAGER
BBH CHINA LTD
As the client for this interior design project, our brief to Asylum was to design a cool and conducive office with a touch of fun while reflecting the current state of Shanghai. When Asylum presented the idea of a dilapidated building featuring torn-down walls, exposing the different types of rooms, we were blown away by the idea. As a creative agency, our business is to constantly generate new ideas and it is always tough to design an interior for an agency which can cater to that, while not forgetting the size of the staff. The Bartle Bogle Hegarty (Shanghai) office is a true reflection of the latter and the end result exceeded our expectations, causing both visitors and employees to be in constant awe.