VOX Architects

Publicis Groupe

Publicis Groupe
© Alexey Knyazev
Publicis Groupe
© Alexey Knyazev

Publicis Groupe

Vox Architects

ARCHITECTS
Vox Architects

MANUFACTURERS
Alivar

GENERAL CONSTRUCTOR
Atitoka

PROJECT MANAGER
Cushman & Wakefield

GRAPHIC DESIGN
Yulia Dorokhina

ARCHITECTURAL SUPERVISION
Olga Ivleva, Sergey Kurepin

CLIENT PROJECT MANAGER
Ekaterina Afanasieva, Tatiana Shumulikhina

ARCHITECT IN CHARGE
Boris Voskoboynikov, Maria Akhremenkova

PHOTOGRAPHS
Alexey Knyazev

AREA
6500 M²

YEAR
2014

LOCATION
Moskva, Russia

CATEGORY
Offices Interiors

PUBLICIS GROUPE

is a French transnational advertising-communications holding.

Publicis Groupe
© Alexey Knyazev
Publicis Groupe
© Alexey Knyazev

The third biggest in the world and the biggest one in Europe.

It works in Russia since 1990 and is represented by media-groups: Starcom MediaVest Group Russia (Starcom and MediaVest agencies), ZenithOptimedia Group Russia (Zenith and Optimedia agencies), media-branding and consulting platform VivaKi; creative agencies Leo Burnett, Publicis, Saatchi&Saatchi, and the internal division Re:Sources Russia.

Publicis Groupe
© Alexey Knyazev
Publicis Groupe
© Alexey Knyazev

In 2013 the management of the PUBLICIS GROUPE holding had initiated the consolidation of all its companies ingressed under the one roof – in the business center “Bolshevik”, the building of a former confectionary plant.

Within this project, VOX Architects studio had designed the interiors for several companies – members of the holding.

Publicis Groupe
© Alexey Knyazev
Publicis Groupe
© Alexey Knyazev

The main functional area of PUBLICIS GROUPE – is the unifying floor.

This is the place, where the employees of different holding’s divisions meet, hold the conferences, take part in negotiations; this area can be exploited by any company individually, as this is the place, where the largest transforming conference-hall is situated.

Publicis Groupe
© Alexey Knyazev
Publicis Groupe
© Alexey Knyazev

Boris Voskoboynikov team - VOX Architects – is experienced in creating interiors for this type of companies.

The architects’ portfolio includes the office interior projects for: BBDO GROUP, major united holding AFISHA-RAMBLER-SUP-media, advertising agencies SAATCHI & SAATCHI, LEO BURNETT, RO RE, E:MG, IMAGENCY etc.

Publicis Groupe
© Alexey Knyazev
Publicis Groupe
© Alexey Knyazev

It this particular case, when developing the project for PUBLICIS GROUPE, architects had faced and interesting challenge.

There was no expressive brand-book language, as it was in LEO BURNETT project - working with it, generally, is easy and the main aim is not “to garbage” the space; There were no vivid intentions from SAATCHI & SAATCHI art-directors, that each time grant the architects freedom to create somewhat new , extraordinary.

Publicis Groupe
© Alexey Knyazev
Publicis Groupe
© Alexey Knyazev

The PUBLICIS GROUPE interior was to be created as neutral as possible: holding combines the agencies, that differ in the mood, brand identity and ideologically.

In the same time, the challenge was forced by the condition to give the space capability to be personalized.

Publicis Groupe
© Alexey Knyazev
Publicis Groupe
© Alexey Knyazev

In dependence of the current situation, conferences or negotiations held, the capability to bring in the signs of corporate identity.

The VOX Architects team found the laconic solution and created ART LIGHT COLOR concept.

Publicis Groupe
© Alexey Knyazev
Publicis Groupe
© Alexey Knyazev

The COLOR.

The main brand colors were identified from the brand-book of each holding’s company.

Brand colors were sublimated into the lines, which entangle the area, like threads, changing the material of the surfaces, uniting ideologically all PUBLICIS GROUPE brands in one space.

Publicis Groupe
© Alexey Knyazev
Publicis Groupe
© Alexey Knyazev

THE LIGHT COLOR.

Special lightning surfaces are used in the project, they form the structure, that unites the area.

Lighting surfaces are managed by the special system that regulates the brightness of the light and tunes up any color.

Publicis Groupe
© Alexey Knyazev
Publicis Groupe
© Alexey Knyazev

The space that has the white neutral light surface in customary mode is able to be changed dramatically due to the variation of light flow.

Moreover, there is a possibility to diversify color of light in different areas.

Publicis Groupe
© Alexey Knyazev
Publicis Groupe
© Alexey Knyazev

This method allows personalizing the space and making it unique!

THE ART.

The authors were inspired by the creations of light artist James Turrell, famous for his experiments with color light, dipping the audience into realities of pure empiric experience.

Publicis Groupe
© Alexey Knyazev
Publicis Groupe
© Alexey Knyazev

This time, the spectators and, moreover, participants, are the employees and guests of the holding.

Harmonious graphical rhythm of the main artistic touches is replenished in contrast by the reception desk at the entrance and the bar in Cafe.

Publicis Groupe
© Alexey Knyazev
Publicis Groupe
© Alexey Knyazev

These ordinary parallelepipeds from corian are led one-o-one together, expressly shifted. The seats and plenty planes of the tops are made functionally.

The objects are created as sculptures, which became an independent isle of the office landscape.

Publicis Groupe
© Alexey Knyazev
Publicis Groupe
© Alexey Knyazev
Publicis Groupe
© Alexey Knyazev


Publicis Groupe
Floor Plan

VOX Architects
T +7 499 5798824
VOX Architects
Sadovaya-chernogryazskaya 8, Bld. 8, Moscow, Russia