Amplifying Identity Primary Function: Dealbhadh Taobh A-staigh Oifis by DB and B Pte Ltd

Amplifying Identity Primary Function: Dealbhadh Taobh A-staigh Oifis by DB and B Pte Ltd is a highly esteemed winner of the very prestigious 2022 Duais Airgid A' Design Award in Dealbhadh Àiteachan Taobh a-staigh agus Taisbeanaidh Competition Category.

AirgeadTaobh a-staigh· 2022

Amplifying Identity Primary Function: Dealbhadh Taobh A-staigh Oifis

by DB and B Pte Ltd

Client: DB&B Pte Ltd

Duais Airgid A' Design Award Winner in Taobh a-staigh Category

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The Design

About Amplifying Identity Primary Function: Dealbhadh Taobh A-staigh Oifis

Tha Amplifying Identity na dhealbhadh taobh a-staigh oifis a tha suidhichte aig Asia Square ann an Singeapòr. Tha an t-ionad-obrach a' sìneadh thairis air trì làir agus a' còmhdach farsaingeachd iomlan de 9,300 meatair ceàrnagach. Tha leth-cheud àite co-obrachaidh agus còig seòmraichean coinneimh mòra sgapte thairis air na làir gus taic a thoirt do dh'obair sùbailte agus mheasgaichte. Tha grafaigean àrainneachail sònraichte air an cur an sàs air trannsaichean agus àiteachan balla gus cultar na companaidh, prionnsapalan ceannardais agus eachdraidh a thaisbeanadh. Tha bratan-ùrlair air an dèanamh à stuth seasmhach, peant le ìsleachadh todhar organach so-ghalrach agus solais sònaichte air an cleachdadh gus a' bhuaidh àrainneachail a chuingealachadh.

The Recognition

About the Duais Airgid A' Design Award

Tha Amplifying Identity Primary Function: Dealbhadh Taobh A-staigh Oifis air Duais Airgid A' Design Award a bhuannachadh, aithneachadh gu math urramach a bheirear do dhealbhaidhean den chiad ìre, àlainn agus drùidhteach. Tha buannaichean Airgid nan obraichean anabarrach boillsgeach agus gu math cruthachail a nochdas sàr-eòlas, tàlant agus geurchuis an luchd-dealbhaidh. Thathar an dùil gum bi Amplifying Identity Primary Function: Dealbhadh Taobh A-staigh Oifis na obair mhìorbhaileach, na sàr-eisimpleir a tha gu sònraichte proifeiseanta agus gu domhainn ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Airgid A' Design Award na innleachd glè fhaicsinneach, ion-mholta a bhrosnaicheas crìochan ealain, saidheans, dealbhaidh agus teicneolais. Tha Amplifying Identity Primary Function: Dealbhadh Taobh A-staigh Oifis na chruthachadh air a bheil mòran eud, a dhùisgeas miannan, a bheir faireachdainnean math agus a thogas iongnadh is miorbhail.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Tech-giant Amazon scales up their presence in Singapore through a new office spanning three floors at Asia Square. To support flexible and hybrid working arrangements, a total of fifty collaboration spots and five large meeting rooms are scattered throughout the office for discussions of various nature. Bespoke environmental graphics are also thoughtfully created and featured on wall spaces to advocate Amazon's brand culture and create a sense of identity.
Dimensions & Packaging: This project spans across 3 levels, with a total area of 9,300 square meters in size.
Tags: Hybrid, Innovative, Collaborative, Agile, Sustainable, ESG, Environmental Graphics, Brand Culture, Brand Identity
Production Technology: Adopting environmentally-friendly materials for the design was one of the key goals of our design team. Thoughtful selection of carpets made from sustainable material, use of low VOC paint, recycling bins placed around the office, and zoned lighting for energy efficiency, all in line with Amazon’s sustainability efforts around the world.
Design Challenge: One of the key design elements in this space was the heavy use of environmental wall graphics - a creative use of wall spaces to add character to corridors and office spaces. For most collaboration hubs scattered throughout the office, our design team created unique graphics to advocate the brand and create a sense of identity. Alternatively, these wall graphics are used to inject fun and interaction - scrabble, chess, snake and ladder boards and spin the wheel all cleverly mounted on the walls.
Research: With a detailed design brief from Amazon, our design team understood their office footprint to propose initial layout plans. This was further evaluated by the respective business units in Amazon to ensure it meets the daily operational needs of the users.
Digging deep into understanding Amazon's brand culture was a key step to formulating the design concept. Their leadership principles, history, iconic mascots and branding elements are purposefully injected into the space to maximize their brand expression opportunity within their physical facilities.
Inspiration: Inspired by their strong brand identity, the new Amazon office is designed to reflect their company essence and create a shared sense of purpose and community. Internal corridors are cladded with environmental graphics that narrate their leadership principles as well as a journey through their history. Collaboration hubs and touchdown spaces are scattered throughout the floorplate to empower employees to choose where they want to work depending on their task on hand.
Project Duration: The project started in February 2021, and was completed in July 2021 at Asia Square, Singapore.
Team Members: Ricardo Celis
Victor Wong
Image Credits: All photos credited to media source: https://mothership.sg/2021/10/amazon-new-office/