MBCC GROUP Office Renovation
art direction, Environmental/interior Design, 3D modeling
MBCC Group's carve-out from BASF required removing all BASF branding from the company headquarters in Beachwood, OH. The headquarters also needed to be renovated to reflect the new company’s branding, values, and portfolio of companies. MBCC Group is a holding entity for several companies operating in the construction chemicals sector—mainly focusing on concrete admixtures, waterproofing solutions, and concrete repair.
Challenges
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The company's brand standards are notably spartan, amounting to the Arial font family and the colors black, white, and gray. Other colors are tied with subsidiary brands, only to be used in areas dedicated to those businesses.
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A ribbed concrete facade covers most of the atrium walls. Mounting holes left from the previous decor are permanent and must be hidden in new designs.
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Client broadly requested "more
video screens".
Solutions
Spotlighting Concrete
Subtle edge lighting strategically highlights the concrete walls, celebrating and working with the site's predominant architectural feature rather than completely obscuring it.
Building with layers
Overlapping panels reinforce the "constructed" visual theme, introduce wood grain as a neutral supporting color, and also serve to hide the more permanent remnants of past installations.
Texture draws us in
Novel textures made from common building materials are leveraged to increase audience engagement. Organic randomness serves as a useful counter to the artificial rigidity of the brand color palette.
Technology with a twist
Conventional video screens are deployed liberally for signage, while other screens are arranged in artistic, unconventional configurations. These art installations support the image of MBCC Group as a foward-facing, innovative company.
Epic Photos for Epic Engineering
MBCC Group products are used to accomplish some of the biggest, most iconic engineering feats in the world. To present these achievements on a small scale would be a disservice. Instead, floor-to-ceiling graphics and an innovative lenticular wall feature serve to convey the real awesomeness of what is possible when customers work with MBCC Group.
