There’s a tried and tested method for promoting empty office spaces: kit it out to look like an office, knock up a marketing suite and hand out some brochures. But for this Paddington development, it was clear that the standard approach wasn’t going to work. The budget was tight, and the unusual layout meant that prospective tenants would need help to see the full potential of the space. Could we rip up the rulebook and do something different?
Rather than spend money on a costly and wasteful fit out, we decided to do the opposite: strip the space back to a bare shell and transform it into a kind of living, three-dimensional brochure. Inspired by pop-up art exhibitions, we filled the entire floor with striking installations that communicated the key benefits of the building. Live-edge perspex flooded the room with colour and light, and enticed visitors to explore every corner of the space.
The work was awarded ‘In Book’ status by the D&AD and is featured in the 2011 D&AD Annual.