Branding the Design

Maarof, Shafizal and Sharif, Roslina and Bismi, Azmer Shaedeen and Peh, Cheong (2011) Branding the Design. Sustainable Tropical Environmental Design Exhibition 2011, 3. pp. 22-23. ISSN 2180-0685

Abstract

In designing a corporate retreat, the challenge is to integrate the characteristics of a particular corporate identity seamlessly into the site context. The aim is to design the building spatial requirements and forms which are sensitive to the surrounding environment whilst informing the users of the sense of corporate belonging. In attempting this, Andrew Peh Cheong’s Corporate Retreat for Mitsubishi translates the ‘sense of energetic and quality’ emblem through the application of projected structural walls and bigger openings created in the design to provide better communication with nature. Meanwhile, in another scheme, Azmer Shaedeen Bismi’s Phillips Corporate Retreat applies the concept of ‘sense of simplicity’ through the use of rounded corner forms to soften the building in response to site environmental influences that include views, daylight, and natural ventilation. Here, the simplicity and responsiveness to site context capture the spirit of futuristic embodied in the Philips products. The projects demonstrate the importance of striking a balance between form and function in dealing with corporate identity in the design process.

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