The Box

The Box

REAL ESTATE BRANDING

The Box is a brand identity for the future of real estate, one of the largest mixed-use projects ever developed in Europe. 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. 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.

TRANSFORMATION + DEVELOPMENT

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.

What we did

Naming
Brand ID
Visual Identity
Signage
Activation

DYNAMIC + ENERGIZED

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.

CREATIVE AMBITION

The architectural concept supports and promotes a nomadic lifestyle. The space is divided into two main areas: indoor and outdoor. 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.

ECOSYSTEM OF SERVICES

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.

DNA OF THE PROJECT

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.

WORK IN / WORK OUT

A dynamic tone is adopted identify areas and services: The "Work In" zone gathers all of the indoor areas (meeting rooms, concierge, shop, open spaces, bathroom, fitness, coffee shop, restaurant, break room and game room). Similarly, the "Work Out" zone encompasses all outdoor areas of the building (parking, terraces, rooftop).

FRIENDLY + ENERGIZING

The design approach combines 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.

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