Globalworth – the complete Case Study
Let us walk you through the process behind this office building visualization project! We’ll explain what were the client’s problems, and then we’ll detail our approach as well. If you’re curious, check out the creative process and the result at the end of this post!
1. The brand challenge
In a fiercely competitive market and a large pool of offers, it’s not enough to have a better product. You need to make it look better than your competition! And even though Globalworth is the biggest office building investor in Romania, the marketing strategy relies on the product’s image.
After all, a space that claims to host innovation in business must be the reflection of this direction. Especially in this area, where no one invests in the past, but only into the future.
So, our mission here was to help Globalworth reflect its brand through interior design and high – end architectural visualizations.
2. What did Globalworth need?
In other words, our job was to align the existing office building visualisation set with the new Globalworth SQUARE concept. Let’s see what that was!
Alexandru Barat made this image for the Globalworth brochure.
As we saw the the brochure they were preparing, we quickly understood the visual culture level of their ideal client, one that sees value behind fine architectural details.
Still, when we arrived in the scene the project has already seen a few phases. The creative direction at Globalworth wasn’t fully satisfied with their existing spacial visualisations, so we had to back up a concept that proved hard to translate into space. We brought the new – retro, raw and stylish feeling that Globalworth envisions within this project.
Alexandru Barat made this images for the Globalworth brochure.
Existing visuals side by side with our result.
3. Our approach on this office building visualisation project.
The mission & strategy.
Over a 1 day brainstorming session, we surfaced the challenges that Globalworth SQUARE. The current design wasn’t putting anything new to the table, so our main goal here was to bring something fresh to this market, to the businesses that will inhabit these spaces and their customers.
As a strategy, we didn’t try to inhibit the facade with too much vegetation, but we did not ignore the green areas aspect. On the other hand, the interior was designed to emphasise the contrast between raw and finished materials, creating a neo – baroque vintage atmosphere.
Understanding the BRAND.
Globalworth branded themselves as innovators on work – play balance in the office building market. They create a strongly bonded community within their art & tech district, and generate growth by approaching problems differently.
Understanding Globalworth’s clients.
Well established businesses that need spaces to foster innovation and support their process. They appreciate a diverse working space, the premium amenities and a good location. Businesses that want to be a part of a new movement in the largest office hub found in Bucharest.
4. The creative process
We acknowledged what wasn’t working with the previous lobby design understood the desired vision, and as a result we started looking towards the proper materials for the design.
Our vision was centred around a neo – raw baroque lobby that breaks from the conventional business like look. Loads of contrasts, from soft to very rough textures, and an accentuated height depth that would emphasise the raw details found in nature.
The goal was to bring in bold elements and bold textures, an artificial nature within pragmatic limits. It’s true that we enjoyed some creative freedom here, but this involved searching and testing limits within to act.
At that point, it was obvious to us that the lobby should allow users to be part of the shifting dynamic sought by Globalworth. A new vision and an edgy vibe. A new experience.
As for the exterior image, we experimented with light, a really important visual element. In fact, we used the facade to reflect a particular moment of the day. The golden hour.
By the way, if you’re curious you can check out our Instagram and stay tuned to our newest projects!
5. Materials & Lights
Usually a single light source won’t do, and this time was no different. Here we used one main light source and another five. See how we added support lights to help out the Sun? A couple more key lights to emphasise the rocks in the scene, and that was it!
Final result of the office building visualization project:
Meet the team behind this blog!