A need for a larger space to accommodate a growing staff was only half the story behind Ogilvy & Mather Guangzhou's move from a prime CBD office to premises in a new urban "arts and culture" zone on the city's fringe. As well as providing room to expand, the global communications firm envisioned its new Guangzhou outpost as a "carnival of ideas" that would act as a lightning rod for new talent in spite of a relatively remote location.
The new workplace would occupy the ground and first floors of an industrial-style building nestled among the galleries and cafes of Fang Cun district. Including a large mezzanine later interposed between the floor plates, the volume offered a total 886 sq-m of area. From this starting point, the M Moser team began organising the space to reflect the client's operational and technological needs.
"The general organisation of the space is a direct outgrowth of how Ogilvy works" and namely its very collaborative and creative 360-degree brand stewardship philosophy, says Wendy Leung, a Director at M Moser. The ground floor space is mostly "public", with a reception area that flows into a pantry and projection room. There is also a separate work area nearby for some marketing staff. The mezzanine we created for the office is more "private" in nature, with its meeting room and think-tank. And finally, the upper floor is the main open-plan workspace.