The Box

The Box - Finapar

Real estate - Hospitality

The Box, a brand identity for the future of real estate.

What we did

Naming
Brand ID
Visual identity
Signage
Activation

This is the future of commercial Real Estate, one of the largest mixed-use projects ever developed in Europe.

The Box is located in the heart of one of the busiest cities of the European Union. The future of this hyperconnected area relies on office space, retail amenities and hotels to be able to welcome 70,000 visitors each day. The Box features 40,000 SF of mixed-use spaces spread across six levels designed to support businesses in their transformation and development. The objective for the project is to welcome existing businesses in ways that help them grow and attract talent in a dynamic changing neighborhood. frenchCALIFORNIA was tasked with creating a strong identity by putting the user at the core. This meant thinking through an innovative and useful design, creating value and attractiveness.

A strong visual identity for a project that promotes new ways of working and living.

The architectural concept supports and promotes a nomadic lifestyle. The space is divided into two main areas: indoor and outdoor. As part of this major project, frenchCALIFORNIA designed flow, wayfinding, and best use for the various spaces. We created an innovative brand identity with a graphic that is dynamic, energizing and urban. The building is called The Box, bringing to life the phrase “Think outside the box” as a way to emphasize the creative ambition of people who live and work there.

A strong brand ID and creative wayfinding makes the flow of people and ideas easier.

The building offers users a whole ecosystem of services making The Box a creative place promoting exchange, communication and wellness. The vibrant and bright “Klein blue” is used as the main color, while lemon yellow is present in the interior areas and coral red is used for outdoor spaces. A clear identity makes it easy for users to navigate the space without much thinking or misdirection. A dynamic tone is adopted to name and identify these areas and services: The zone named "Work In" gathers all of the indoor areas and services (meeting rooms, concierge, shop, open spaces, bathroom, fitness, coffee shop, restaurant, break room and game room). Similarly the area named "Work Out" encompasses all of the outdoor areas of the building (parking, terraces, rooftop).

Sales Activation and Marketing Tools

A luxurious box set was developed to highlight the strengths of The Box. It includes: location plan, current floor plans, brochure, space planning, film, sales pitch, virtual tour of the building, and other specific projects. Leasing office FF&E + renderings support the sales experience in a unique and creative way that exemplifies the DNA of the project.

A Design approach combining well-being and efficiency with the art of living at work.

More than a mixed use project, The Box is a place that promotes exchange, creativity and the emulation of talents. It is a friendly and energizing atmosphere in line with the challenges of the future of real estate in large metropolitan areas.