The colour yellow and light for an energetic brand experience: Migliore+Servetto Architects studio has designed the dmail headquarters, taking inspiration from the 27 concept stores, that the same studio has realized in the last three years. Located next to Florence (Italy), the HQ is an environment where brand storytelling and identity are mixed, starting from the external facade to the workspace.
Concept stores are the place where the identity of a company is created in a constant relationship with clients. That is the reason why, the studio Migliore+Servetto Architects, which have designed all the 27 stores around Italy, has started form this experience for designing the email headquarters in Pontassieve, not far from Florence (Italy).
The strong brand identity is the main feature of the space, as expressed straightforwardly by the facade, where the modern logo of the company personalizes the exterior aspect of the building.
Inside, the 1200 sqm on two levels are opened by a space that faithfully reproduces the format of the concept stores, dedicated to the product and brand communication.
Then, at the two different sides of the lounge space of the reception, a meeting room with an area break and a storeroom are located.
The first floor, instead, is dedicated to the workspace, with three private offices, two meeting rooms and four open spaces, all connected by a corridor with a 35m multifunctional wall, that hosts mobile furniture, seats, lockers and open bookcases.
The core of the project, although, is the peculiar use of the natural light as a dynamic and energetic element that defines the partitions of the different work environments and the internal paths, guaranteeing, as well, a natural illumination of the workstations.
Light and yellow, the official colour of the brand, are the elements that create the continuity of the experience of the official stores, where the light produced by the furniture, guides the customer throughout the buying process.
Another connecting feature between the HQ and the concept stores is the graphic project, which gives the idea of a young and vibrant brand.
Eventually, Dmail headquarters is a place where storytelling and brand identity, as well as communication and narrative, are expressively mixed together through a peculiar use of light as an architectonical element and a recognizable graphic design.
Testo di Gabriele Masi.