Synergies
The objective of the redevelopment of the Euro RSCG Creative HUB is to gather and promote synergies between the four creative clusters of the agency. The "Hub" is a hive of creativity that beats in time with its occupants, who are its actors. They should therefore stand out, as though projected onto a screen, or fade behind the screen.
A "BLACK" atmosphere in the lobby to signal a different dimension: an entry to another world; a "WHITE" universe inside, a place for creation. The nerve centre of the Hub is the Arena, a central convergence space with a modular system of curtains, net curtains, furniture and retractable benches for a range of flexible configurations. From either side, a row of individual workstations.
The agency has designed a space that illustrates the specific Euro RSCG dynamic: it can be adapted to the agency’s current situation, it can be compartmentalized or decompartmentalized, isolated or opened up according to the issues and strategies of the moment.
Its fluctuating morphology is an antidote to boredom. It calls for questioning and changing perspectives. The space is neutral, bright and airy. It lives in symbiosis with the teams who spend a lot of time there, in a context of constant flux.
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