A necessary requirement of gsmprjctº’s proposal for the space planning and design of the corporate offices for Emirati telecommunications company du was to go beyond a simple visual representation of the company’s image to instead reflect the very essence of its culture and brand values in its work environment. These values are expressed in four simple words: friendly, honest, confident and surprising.
Unfortunately, Dubai’s glass-walled Shata Towers, in which du’s offices were to occupy eight storeys, were not really in keeping with this image. gsmprjctº therefore proposed a plan that would be more of an experience rather than just a space for the company’s management and employees.
A central workstation/office area is surrounded by a peripheral traffic-flow path beyond which are shared spaces laid out along the window-wall, allowing natural light to enter the central core. The aim was to create an environment in which common spaces — conference rooms, lounges, shared equipment — contribute to social interaction.
Though their function is different, the executive floors reflect the same brand values, incorporating traditional Arabic sitting rooms — where business often takes place — updated to meet du’s modern image. Here, the volumes — executive offices, sitting rooms, conference rooms — are conceived as independent spaces, yet hidden doors allow all to open onto one another.