It is a business that knows no setbacks, that of KOL (Key Opinion Leaders). In China, where the potential of this market is particularly promising, amateurs are discouraged in favour of companies specialized in scouting and promoting celebrities for social and e-commerce platforms. The country’s largest influencers’ incubator company, Ruhnn Culture, has recently inaugurated the new interiors of its offices, 3500 square meters redesigned by the architectural firm inDeco. Located on the 37th and 38th floor of the GT Land Plaza tower in the city of Hangzhou, the spaces are divided into photographic sets, meeting rooms and live streaming corners on the lower floor, while the upper floor hosts the administrative and legal offices.
Motivated by the awareness of how much work is becoming more and more pervasive, the architects have tried to translate working habits and attitudes into real lifestyles that can be deduced from the layout. Imprinted on maximizing efficiency, the spaces prefer open and communicating environments - not by chance the founding characteristics of the Internet - where the conscious use of color and the articulation of the furnishings give rhythm and cohesion to the vast surface area. Fixed furniture and mobile partitions, interspersed with niches and cocoon environments, display cleanliness and linearity without excluding softer shapes, while resin finishes, terrazzo tiles and metal skirtings impose themselves on the whole space.
The choice of chromatic tones, in particular, looks beyond the specific traits of local culture and, in virtue of their presumed longevity, unexpectedly choose the color palettes of the late Italian painter Giorgio Morandi: a metaphor of the company's ambition to make influencers not a meteor of the digital world, but authoritative and long-lasting personalities.
- Progetto:
- Uffici
- Luogo:
- Hangzhou
- Architetti :
- inDeco
- Area:
- 3500 mq
- Anno:
- 2019