Brand Agency at the Koenigsallee in Düsseldorf. Deutsche Markenarbeit – first address for manager brands in Germany – is a new offer for business leaders high above the rooftops of Düsseldorf. The presentation of a premium brand is the aim of the room concept. The brand environment clearly and simply expresses straight excellence.
The solution to this design brief is the combination of seriousness and inventiveness. The choice of colors is both appealing and explicit: Black and white contrast with signature orange – the corporate identity color of DMA. The furniture and fittings have a clear and respectable quality: elegant parquet flooring, high lustre doors and a brilliant, but homogenous lighting. However, for an unexpected twist, translucent honeycomb structure table tops combine with large, sculptural table frames (made from flame-scarfed steel tubes) and deep-pile carpeting. The open white walls set the stage for the presentation of the brand mission and its working principles. In this way, the brand name „Markenarbeit“ is brought to life.
An atmosphere of relaxed familiarity is required for the client of the business elite. Design icons such as the Le Corbusier Lounge chair help create this atmosphere – however, instead of using the usual black leather upholstery on a chrome base, light coloured felt upholstery on a matt black base are used here to introduce an interesting variation on a classic theme.
It is the combination of all these elements that constitutes the implementation of the desired design concept. Familiar solidity and interesting inspirations combine into an atmosphere that conveys at first sight: This is what Deutsche Markenarbeit means.
PHOTOGRAPHY: BERND HAUGRUND, ARTDOKU, DÜSSELDORF | www.artdoku.de