ROOM has transformed the open office concept by integrating private spaces, beginning with its Phone Booth eight years ago. Today, the brand unveils a new identity that reflects its growth into a comprehensive system of flexible architecture and furniture, focusing on the moments and interactions they facilitate, highlighting their groundbreaking designs.
This strategic shift underscores ROOM’s commitment to showcasing not just its products but the experiences around them. How does ROOM express this evolution without simply displaying a product lineup?
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A Fresh Perspective with Fashion-Inspired Design in Their Unique Environments
ROOM collaborated with the global creative agency Blonde Inc. to find inspiration beyond traditional office environments. “We looked to the fashion world for inspiration,” says Alfred Lauritzen, executive producer and partner at Blonde Inc. By enlisting ©Public Image, known for their fashion industry expertise, ROOM aimed to infuse its creative direction with novel insights into these state-of-the-art areas.
Instead of typical office backdrops, the campaign explores unexpected settings, shifting focus to the people and moments enlivening these environments. Lauritzen explains, “The product’s design became the visual frame for the campaign,” enhancing the space’s innovative nature.
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Shaping Workspaces for Human Interaction
The campaign features scenes where architecture subtly supports the narrative of working life. Whether people gather, converse, or find solitude, ROOM repositioned itself as infrastructure that supports daily activities rather than a collection of isolated elements, further demonstrating their creative solutions.
This refreshed identity spans new photography, color schemes, a revamped website, and an ASMR-inspired film by Corey Hess. At its core is the promise, “Room for What Matters,” emphasizing connection over mere physical space in their revolutionized settings.
As the office continues to evolve, spaces must adapt to multiple work styles. ROOM’s journey from a singular booth to an expansive architectural system reflects this evolution through enhancing each environment’s forward-thinking design.
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The Human Element in Workplace Design
“The product has never been the entire story with ROOM,” notes Elyse Heckman, SVP of Brand and Communications. The true value lies in the people and the moments that inspire creativity and connection, all within their cutting-edge designs.
The redesign visually argues that architecture should set the stage for life’s vital interactions, letting workplaces become vibrant hubs of activity rather than just displays of furniture, showcasing their novel concepts.
Sources & Links
Source: design-milk.com
Frequently asked questions
How has ROOM transformed the open office concept?
ROOM transformed the open office concept by integrating private spaces, initially with its Phone Booth. They now offer a comprehensive system of flexible architecture and furniture that emphasizes the experiences and interactions within these spaces.
What inspired ROOM’s new design perspective?
ROOM’s new design perspective was inspired by the fashion world. They collaborated with the global creative agency Blonde Inc. and Public Image to infuse fresh insights into their workspace designs.
What promise is at the core of ROOM’s identity?
At the core of ROOM’s identity is the promise ‘Room for What Matters,’ which emphasizes connection over mere physical space in their innovative settings.