»Elbtorquartier«. Communication Agency. Hamburg
»Elbtorquartier«. Communication Agency. Study. Hamburg
two space developed a survey regarding a well-known communication agency’s new headquarters in the Elbtorquartier of the city Hamburg. How can the company’s size and their self-conception be transferred onto a few square meters of façade? How can their communication spirit express brilliance and long range effect? How do you incorporate the observer and how does the design of the façade become added value for the company?
The agency’s new area is located in a big complex of buildings inside the new “Elbarcades”. As it is typical for trading cities, those arcades are a perfect place to stroll and relax. Besides the high quality residential area and design-oriented company buildings the environment consists of, it contains the headquarters of Greenpeace, as well. The building’s low percentage of outside façade is visually extended by the incorporation of other
areas into the outer design. Especially the terrace above the arcades and the roof of the building are interesting surface areas that visually counter the observer due to their exposed position with distinctive distant effect. The building’s height furthermore gives a broad scope for visualization aspects. The installation of internationally known symbols (as interrogation and exclamation mark)
for example could represent the communicative competence of the companies and their products.
This way, the agency could involve one of their major customers, a big motorcycle and vehicle producer in this case, into the façade’s designing by hanging motorcycles down from the arcades.
Lastly, the given façade can visually be emphasized best by installing a medial façade: Modern, computerized LED-techniques allows the company to present a multitude of different films and images that literally feature – especially at night- an impressive radiation.
BuilderHafenCity Hamburg GmbH, Hamburg
www.hafencity.com
Project Photoson3studio, Hamburg
beyond-va.com
